Final Approved Best Western Way _Fall 2016_Oct 25.2016
1. The Official Magazine for
Best Western®
Hotels & Resorts Members
FALL 2016
Best Western
WAY
ANNUAL CONVENTION COMES HOME
MAKING A DIFFERENCE:
Best Western for a Better World
NEW BESTWESTERN.COM:
The Latest Addition in
Best Western’s Digital Transformation
IT’S A NEW DAWN
CONVENTION EDITION
Best Western Way _Fall 2016 Revised Approved.indd 1-2 10/4/16 9:58 AM
3. Best Western Way | Fall 2016 • 54 • Best Western Way | Fall 2016
of frequent travelers appreciate
the convenience of USA TODAY
at hotels.
90%
Keep your guests happy.
amenity.usatoday.com
Source: Connected Traveler Study October 2015
PASSPORT
“It’s a New Dawn” is the theme of this year’s Convention as we
celebrate our 70th
birthday. It was chosen to convey the possibilities
ahead, the potential of our brand, and our excitement about the future.
We have accomplished so much together over
the past 70 years. Many companies have come
and gone, but Best Western®
continues to thrive.
Our rich history and bright future speak to the
collective pride and dedication of our members
around the world.
As we celebrate our 70th
birthday we have
much of which to be proud. We are unveiling a
contemporary look for our brand, introducing
modern and fresh brands – Executive Residency
by Best Western℠, Vīb® and GLōSM
, launching a
new digital platform designed to optimize the
mobile experience, partnering with Google on
virtual reality visual assets, and implementing
innovative training such as I Care® Every Guest
Every Time. We are constantly evolving to meet
the needs of today’s travelers. It’s no wonder our
guest satisfaction scores have reached an all-time
high. We are achieving the best RevPAR Index
ever and winning more industry accolades and
awards than any other hotel company.
While we should take time to relish our success,
we also need to plan for our future. Successful
people and successful companies never sit idle.
They constantly evolve and strive to improve.
Likewise, Best Western should proactively
think about the challenges we may face, the
opportunities we can create, and the powerful
possibilities that await us. Only then can we come
closer to reaching our full potential.
We recognize that the journey to our full potential
may not be easy. We will need to part with the
familiar and venture into uncomfortable territory.
We will have to question the status quo and
conventional wisdom. We will need to embrace
sometimes frightening and often times unnerving
ideas that are different.
We have taken a powerful step forward in this
journey with the passage of our recent set of
ballot proposals. We applaud our members for
thinking progressively and boldly. In particular,
the passage of Ballot Proposal 1, which allows
us to invest in hotels, is critical to our future. By
removing the artificial handcuffs we previously
placed on ourselves, we are now able to grow
our brands in key markets where we are under-
represented.
Together, we have achieved what may have
seemed impossible 10 years ago. Let’s continue to
think boldly and progressively. Let’s not be afraid
of risks and embrace change. As a result, the
possibilities for this timeless brand will be endless.
David Kong, President and CEO Terry Porter, Chairman
OUR
POSSIBILITIES
ARE
ENDLESS
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4. Best Western Way | Fall 2016 • 76 • Best Western Way | Fall 2016
IT’S A
NEW
DAWN
Best Western® Hotels Resorts President and CEO David Kong speaking to thousands of attendees at Best Western’s North
American Convention in Honolulu, Hawaii, last year. During Kong’s tenure, which began in 2004, the brand has achieved
unprecedented global success and reinvented itself for a “new dawn” that includes seven hotel brands: Best Western®,
Best Western Plus®, Best Western Premier®, Executive Residency by Best Western℠, Vīb®, BW Premier Collection® and GLō℠.
Best Western’s New Dawn – 70 Years in the Making
Not only is it a feat for any business to reach its 70th anniversary; it’s an
even bigger accomplishment that more than 4,100 Best Western® Hotels
Resorts’ properties in over 100 countries are taking part in this historic
celebration.
“For 70 years, Best Western® has been on an
incredible journey,” David Kong, Best Western
President and CEO said. “From the recent launch
of our brand refresh and the unveiling of two
new hotel brands, to the almost $2 billion in
investments being made in our properties and
continually receiving a record-breaking number
of awards every year, I am certain there has never
been a more exciting time for Best Western. I am
proud to be part of a one-of-a-kind organization,
and I am thrilled to see our bright future
becoming a reality.”
From the hard work and high standards of a
handful of motel owners, Best Western has grown
into a world-renowned hotel brand, complete
with seven different hotel types to meet the
needs of virtually every kind of traveler in today’s
market, regardless of where they have been or
what direction they are headed. Our brand has
witnessed a vast array of significant milestones,
and they each play a role in telling Best Western’s
unique story – one of individuality, evolution and
success. And with so many exciting initiatives
happening right now or very soon – like the brand
refresh and the creation of the white-label brand –
this story’s ending is nowhere in sight.
Best Western’s story began when one innovative
hotelier, M.K. Guertin, anticipated the needs of a
new generation of automotive travelers in 1946.
With the end of World War II, millions of travelers
were taking to the roads, starting the American
tradition of the “family road trip.” As they made
their way across country, these travelers wanted
to know, with certainty, that when they left one
hotel in the morning, a clean, reputable one would
be waiting for their arrival in the evening.
With that in mind, Guertin began personally
traveling major highways, stopping at the end of
each travel day at what he deemed was the best
nearby motel or roadside court. He would then
look over the property and talk to the owner,
asking if they would participate in some uniform
quality standards. If the owners accepted, the
motel would be able to call itself one of the
“best, western” motels. They would then receive
telephone referrals from the front desk operators
of other motels within the group. Thus, Best
Western was born.
The Best Western of 1946 was vastly different
from Best Western®
Hotels Resorts of 2016.
When the brand was first founded, Best Western
consisted of 66 independent roadside motels.
Instead of having a fully-staffed international
headquarters in Phoenix, Arizona, daily business
was conducted in Guertin’s own Beach and
Oceanaire Motel, usually in a dirt-floor garage
equipped with makeshift furniture, a typewriter, a
mimeograph and an adding machine. Compared
to what the brand has become today, those
beginnings may seem relatively humble; but,
what M.K. Guertin created was nothing short of
innovative, and that spirit has been a constant
throughout Best Western’s history, helping
the brand flourish to heights that were once
unimaginable.
“Best Western has accomplished so many
remarkable achievements over the years,”
Dorothy Dowling, Senior Vice President and Chief
Marketing Officer for Best Western Hotels
Resorts, said. “I am overjoyed to have been a part
of so many wonderful moments in our brand’s
history, such as the brand refresh and launching
our descriptor program.
Best Western is celebrating its 70th birthday with
a “Smilebration.” Coinciding with Fall Promotion, the
Smilebration campaign will include a variety of initiatives
and celebratory content existing across a variety of the
brand’s marketing platforms including social media,
online and video.
Renderings of GLō℠ and Vīb®, two of Best Western’s latest
hotel offerings. GLō brand was created specifically with
design-savvy travelers in mind and offers a unique, stylish
midscale concept for secondary and tertiary markets. Also
a midscale offering, Vīb boutique hotels were designed
to focus on major markets, combining value and style for
today’s traveler.
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5. Best Western Way | Fall 2016 • 9
A map with Best Western’s logo from the early
1960’s displaying the locations of properties
throughout North America. Best Western currently
has a global network of 4,100 hotels in more than
100 countries and territories worldwide.
M.K. Guertin, the founder of Best Western
Hotels Resorts. In 1946, Guertin created
Best Western as an informal link between
properties, with members recommending one
another’s lodging establishments to travelers.
“I am also tremendously
grateful for our
devout, hardworking
membership, who
pushed to do the right
thing on behalf of all of
Best Western.”
The brand’s current
tagline, Wherever
Life Takes You, Best
Western Is There®, is
fitting when you look
back at how Best
Western has branched
out over the years. In
the very beginning,
Best Western motels
catered specifically
to those traveling
the major highways
in North America,
but ever since then,
our brand has been
expanding its scope in
the hopes of enticing
every type of traveler,
no matter where they
find themselves. As we
celebrated our 65th
Anniversary in 2011,
we announced the
descriptor program,
which introduced Best
Western®, Best Western
Plus® and Best Western
Premier® to the market.
In 2014, Best Western
introduced Vīb®, an
urban boutique hotel
type, and the BW
Premier Collection®, a
soft brand. Eight Vīb
projects are currently
in the North American
development pipeline. In
addition, Best Western
announced GLō℠ in
2015, a broad-midscale
boutique concept for
secondary, suburban
and highway markets.
Best Western has
been expanding
internationally since the
very beginning, and that
has proven to be a trend
that would continue
to the present day. In
a bulletin from 1948,
Guertin acknowledged
a property in Vancouver,
British Columbia, as
Best Western’s “only
Canadian member,” but
within roughly a decade,
our brand would have
14 properties in Canada.
Throughout the 1970’s,
Best Western would
add hundreds of
international properties
in places like Australia,
New Zealand, Mexico,
the Caribbean and
Central America. So
many properties were
opened throughout the
world that, in 1977, Best
Western began using
the “World’s Largest
Lodging Chain” as
part of its corporate
identification. In the
past few years, Best
Western’s influence has
been growing rapidly
in South Africa and
Southeast Asia. Three
of the properties being
built in Thailand will be
among the largest in
our brand’s international
portfolio.
Time and time again,
the brand has remained
relevant to tomorrow’s
traveler. Best Western
is currently going
through a brand
refresh to accurately
reflect the diversity
and contemporary
style of today’s Best
Western. Approved
by Voting Members in
2015, the brand refresh
included the creation
of new logos as well as
our new masterbrand,
Best Western Hotels
Resorts. Each new
logo was carefully
crafted with four
distinct functions in
mind: to signal change;
highlight the $2 billion
our hotels have spent
on renovations over the
last two decades; have
contemporary appeal
to broaden the brand’s
influence into new
markets; be relevant in the digital world; and create
more distinction between our legacy hotel brands
(Best Western, Best Western Plus and Best Western
Premier). Best Western properties around the world
are in the process of updating their signage, a project
that is set to reach its conclusion by the end of 2017.
The new logos have been widely embraced, even
being ranked No. 1 in Time Magazine’s list of top logo
changes in 2015.
Throughout the years, Best Western has been the first
in the hospitality world to implement a wide variety
of leading industry products and services, setting the
bar for others to follow. We were the first to introduce
inner-spring mattresses and complimentary high
speed internet access, and, in 2015, Best Western
became the first to feature Google Business Photos
on a brand-wide scale. Soon, our brand will also be
the first to implement virtual reality tours throughout
all of our hotels. Through use of the Best Western
Virtual Reality Experience, travelers will be able to
view guest rooms, hotel lobbies and amenities prior
to arriving at a property.
Best Western has formed many rewarding, long-
lasting partnerships with high-profile, world-
renowned organizations such as AAA/CAA, Harley-
Davidson®, AARP® and Minor League Baseball. These
valuable partnerships have been highly successful
for both the brand and our partners, generating new
business opportunities for them as well as bringing
new customers into the guestrooms of Best Western
hotels throughout the world.
Because our brand has been so diligent in continually
raising our standards to surpass guest expectations,
Best Western has received international acclaim
from our peers in the hospitality industry. We have
set industry records with the number of awards Best
Western continues to receive. In recent years, Best
Western has been recognized as the best midscale
hotel brand in 2014 and the best upper mid-price
hotel brand in 2014 and 2015 by Business Travel News.
We received four consecutive Best of the Web gold
awards for best hotel website by Compuware and
won seven consecutive AAA/CAA Hotel Partner of
the Year awards. Additionally, nearly 60 percent of
North American Best Western branded hotels earned
a TripAdvisor Certificate of Excellence award in 2016.
Speaking of awards, our brand’s loyalty program,
Best Western Rewards® (BWR®), is an industry leader,
granting Rewards members with the most generous
offers for over 25 years, like points that never expire
and can be redeemed for global free room nights with
no blackout dates. For the past three consecutive
years, BWR has been recognized as one of the top
three hotel loyalty programs by U.S. News World
Report’s list of the Best Hotel Rewards Programs.
In 2015, the J.D. Power 2015 Hotel Loyalty/Rewards
Program Satisfaction Report℠ listed our loyalty
program as one of the top three within our industry.
While our industry firsts, partnerships and awards
have helped to set us apart from competitors, what
has ultimately differentiated Best Western from every
other hotel brand is our business model. No voice is
more important than that of our Voting Members, and
it has always been their collective wisdom that has
laid the path for the future of Best Western.
Best Western is celebrating its 70th Anniversary with
a “Smilebration.” Taking place during this year’s Fall
Promotion, Smilebration will encourage guests to
participate in fun, interactive games and promotions
that will help them engage with the brand and share
how Best Western makes them smile. Innsiders,
members, employees and our business partners are
all welcome to join in the fun and have the chance
to receive prizes throughout Smilebration. This
celebration will also help increase awareness of
Best Western’s charitable program, Best Western for
a Better World®.
Everyone involved with Best Western, both in the past
and present, should take sincere, lasting pride in the
accomplishments we have achieved in 70 years. But
while we celebrate how far we have come, we should
also rejoice in how far we dream of going. The Best
Western of today is practically unrecognizable from
where it began, and, thanks to the tireless work, care
and attention of so many individuals from the past,
present and future, our brand is sure to be just as
unrecognizable in 2086. Regardless of what we build,
we can be sure it will stand on the strong foundation
of our “member helping member” value.
The front of Best Western Hotels Resorts Headquarters
in Phoenix, Arizona, in 2016. The company opened the
southwestern-style headquarters in 1978.
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6. Best Western Way | Fall 2016 • 1110 • Best Western Way | Fall 2016
Why is
Design
Excellence
a Success?
MADE FOR EXCELLENCE
One of the main reasons
the Design Excellence
Program has been a
success is because, like
Best Western, it doesn’t
use a one-size-fits-all
approach. Best Western
is not a cookie cutter
brand, which has been
one of our greatest
strengths for 70 years.
Our professional
designers work closely
with members to create
a customized plan
that aligns with the
members’ expectations
and vision for their
property. Our goal
is to ensure that the
unique characteristics
and individual charm of
our family of hotels is
retained throughout the
process. Members will
always be the driving
force behind our brand
and this program.
Our brand refresh, including the introduction of
new, contemporary logos, is changing the way
consumers view our brand. However, the seeds for
this historic effort were planted when we launched
the Design Excellence Program.
Through this game-changing program, and the
incredible commitment of our members, an
investment of $2 billion in property improvements
and renovations will have been made to North
American Best Western hotels by the end of the
program. This is a monumental accomplishment for
Best Western with far-reaching implications for the
performance of our brand and, most importantly,
for our hotels. In fact, properties that have
participated in the program are already seeing the
positive effects.
For example, average daily rate (ADR) has risen,
on average, from $83.53 to $92 for properties that
have completed their renovations. In addition,
post-renovation properties have collectively seen
an astounding 74,057 increase in room nights, with
1.4 million room night stays prior to the program
and over 1.5 million stays after. But the good
news doesn’t stop there. Properties that have
participated in the program have also seen 3 to 5
percent increases in their exterior, lobby and guest
room Medallia scores.
“The Design Excellence Program is transforming
the guest experience at our hotels and allowing us
to meet the expectations of today’s consumers,”
said Ron Pohl, Senior Vice President, Brand
Management. “The goal of this program all along
has been to drive additional revenue to our
properties, enhance our brand image, and deliver
an exceptional product experience to our guests.
Recent Medallia results indicate that we are making
significant strides in all three areas.”
Kinnari Desai, who, along with her husband, owns
the Best Western Plus Glendale in Los Angeles,
California, recently completed the program. “Our
property has seen tremendous results through the
Design Excellence Program,” said Desai. “Before
the program, we were in the bottom 20 percent
of hotels and were in danger of being debranded.
Now, our occupancy rate has soared, guest
feedback is at an all-time high, and we are climbing
in hotel rankings with the brand.”
Through the program, the Best Western Plus
Glendale completed a number of renovations,
ranging from an expanded breakfast space, which
includes an outdoor seating area, to remodeled
bathrooms featuring floor-to-ceiling glass
showers, as well as the addition of new furniture,
accent walls and hand-painted artwork for the
guest rooms (see page 11 for pictures). Since
completing their property improvement plan, the
occupancy rate for the hotel jumped from 80
percent to 99 percent, and ADR has increased from
approximately $80 to $130. In addition, the hotel’s
Guest Room Public Area (GRPA) score increased
by 102 points, and their GSS aesthetic score has
improved by more than 20 points.
“This program has truly transformed our hotel. I
was impressed with how flexible and member-
driven it was. We were actively involved with the
design process and were able to make decisions
that we felt were in the best interest of our
property and guests,” said Desai. “In today’s
market, and with the number of hotel choices our
guests have, not renovating is no longer an option.”
The Design Excellence Program is currently in its
fifth year, with more than 1,800 properties visited
across North America. For more information,
please contact your regional design consultant.
Last year, with your support, Best Western® embarked upon a
transformative brand refresh to make consumers aware of the exciting
enhancements to our brand. From significant product and technological
upgrades to more than 30 initiatives designed to elevate the guest
experience, we have spent the last decade evolving to meet the needs
of today’s traveler.
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8. Best Western Way | Fall 2016 • 1514 • Best Western Way | Fall 2016
Best Western’s vision to lead the industry
in superior customer care permeates into
every operational level of the brand. This
year, Best Western’s Regional Services team
partnered with our hotels to launch the I
Care® Every Guest Every Time program to
help drive this vision forward and fuel Best
Western’s focused and customized approach
to enhancing the guest experience.
Understanding the important and instrumental role hotel
employees have when interacting with and delivering a quality
experience for guests, Best Western partnered with Mursion,
Inc., an industry leader in advanced virtual training technology,
to create the I Care Every Guest Every Time training program for
front desk, housekeeping, maintenance and breakfast staff.
Through the use of virtual simulation, augmented reality and
avatar role playing, this new and exciting training program enables
staff to practice and develop their interpersonal and guest
communication skills in realistic, lifelike scenarios.
Since rolling out the I Care Every Guest Every Time training, the
program has proven to be a valuable resource and key driver in
moving the brand forward. As of this summer, regional services
managers (RSMs) successfully implemented the training for all
2,100 Best Western North American hotels, totaling more than
20,000 participants – and the results with improving guest
satisfaction are significant.
After hotel staff received their training, the hotels experienced
the highest short-term gains in customer satisfaction that Best
Western has ever measured in such a brief period of time. Gains
BEST
WESTERN
TAKES
GUEST
SATISFACTION
TO NEW
HEIGHTS
To highlight the success of this initiative further,
the table below provides an overview of the survey
ratings captured from each of the questions asked
to the hotel staff attendees, along with several of
their comments:
“The training was very informative, and as a
new employee I learned very much in a short
period of time.”
“The RSM had a very effective method of
teaching and gave us a lot of good information
on housekeeping, guest relations, front desk
and breakfast.”
“We were given several ideas to help increase
revenue and improve our Medallia scores. We
have implemented new procedures and are
already seeing an improvement in our scores.”
With tremendous success realized in North
America, Best Western looks forward to leveraging
the training internationally to over 100 countries
and territories. This next step in implementation
will help ensure consistent application and results
for the brand and guests on a global basis.
Best Western is proactively focused on providing
tools and trainings that will engage employees
and empower them to have genuine, caring
interactions with each and every guest, each and
every day. As the only hospitality company in the
world to be using this industry-leading avatar
technology, Best Western is thrilled to provide
hotel staff with innovative tools and resources
that help foster professional development, elevate
guest satisfaction, drive hotel revenue and help us
progress toward our vision of leading the industry
in superior customer care.
The training not only improved guest satisfaction
scores, but also set a precedent for enhancing
training methods and procedures throughout
the brand.
The format and delivery of the training were
designed with keeping the needs of employees and
hotel operations top of mind. The RSMs deliver the
training with a departmental approach, by “chunking”
the learning process into hour-long modules that are
targeted to each employee group. As a result, RSMs
are better equipped to tie the training’s concepts to
each employee’s specific job within the hotel. And,
staff are excited to participate in the training, as they
want to know how to improve their job performance
and better assist their guests. Line level employees
are knowledgeable and skilled in delivering the
brand’s I Care seven service basics, and thus they are
empowered to use these principles while serving in
their role and interacting with guests. This approach
addresses each hotel’s specific training opportunities
and provides the most value from the session to
the staff.
Additionally, with staff and management turnover
being an industry issue, the training program
includes a multitude of resources which enables
on-property management teams to provide
recurring and continuous training that reinforces
the I Care principles with their new and existing
staff.
Feedback gathered from a post-training survey
illustrated hotels’ satisfaction with the program.
In particular, the management teams that have
gone through the program shared very positive
feedback. One common thread found in their
responses was that they appreciate having a
representative come to their property to facilitate
the training, support best practices, and introduce
new ways to satisfy their guests.
Allows staff to
practice guest
communications skills
in realistic scenarios.
Year-Over-Year Improvement
(August ’15- July ‘16 visits)
NPS + 2.5%
Service + 1.4%
Breakfast + 2.6%
Guest Room + 1%
Working Order + 1.2%
Cleanliness + 2.1%
HSIA + 2.3%
Check-in + 1.3%
Check-out + 1.8%
Overall Experience + 1.7%
were proven especially
strong for problem
resolution, which is
a major focus of the
simulation-based
training.
The table to the
right illustrates the
noticeable year-
over-year increases in
key guest satisfaction
scores.
*Respondents marking 6 or 7 on 7-point scale
Satisfaction with…
The action plan
provided by the RSM 96%
The consulting
provided by the RSM 96.9%
The revenue opportunities
identified by the RSM 93.7%
The RSM’s quality and frequency
of communications 96.4%
The quality of training
provided by the RSM 96.8%
Top Two
Box Ratings*
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9. Best Western Way | Fall 2016 • 1716 • Best Western Way | Fall 2016
Brand Refresh Sign Update
More Best Western signs featuring our new logos are appearing
at Best Western branded hotels globally every single day, and
our members, staff and guests are letting Best Western® Hotels
Resorts know how much they love them.
Since Voting Members approved the ballot
proposal for the brand refresh in November
2015, Best Western®
staff, endorsed sign
vendors and our members have been hard at
work to make this initiative a reality. As of the
beginning of August 2016, there were over 450
hotels with new signs fully installed in North
America, another 120 in transit to our hotels
and another 300 in production.
Aside from being contemporary, stylish
and iconic, each new logo was designed to
fulfill very specific purposes and objectives,
including:
• Signal “change” to consumers
of the remarkable evolution the
brand has experienced in the last
decade, including over $2 billion
in hotel renovations. Our new
identity needed to reflect Best
Western’s remarkable evolution
and progress.
• To be contemporary and relevant
to today’s traveler. Our logos had
to appeal to as many consumers
as possible.
• Because the vast majority of our
business is now booked through
electronic channels, the logos
had to work on every screen
(e.g., desktop, tablets,
smartphones, etc.) to be effective
in the digital world.
• To create clear distinction
between the brands. Each of Best
Western’s legacy hotel brands
(Best Western®, Best Western
Plus® and Best Western Premier®)
have completely unique
identities. They deserve to stand
out in their own distinct ways.
“These logos beautifully illustrate the clear
differentiation between our brands. They not only
showcase the presence Best Western has achieved
throughout the world, but also help define our
unique voice of Best Western for the future,” said
Dorothy Dowling, Senior Vice President and Chief
Marketing Officer. “Our logos were also designed
with functionality in mind. Unlike many brands
found in the marketplace today, our logos must
deliver business across a wide range of differing
mediums, including a roadside sign during the
daytime and night, inside and outside a hotel, on
collateral, and in the digital space.”
This is truly an exciting time to be a part of the Best
Western family, and we are ecstatic to have the
opportunity to share our “New Dawn” with everyone
around the world. Recently, our brand launched an
energetic television campaign to help spread the
word about today’s Best Western. The campaign
features fresh commercials that capture the vibrant
spirit of our brand refresh.
For two weeks this summer, Best Western also
ran a movie theater promotion that showed in
the majority of theaters in the U.S. and Canada.
In addition, the brand developed a series of web-
based animations to help members and hotel staff
understand the key aspects of the brand refresh in
order to inform the guests about the new signs and
logos. Those videos are available on mybestwestern.
com About BWI Brand Refresh Brand Refresh
videos.
For those properties that have not yet ordered new
signs, Best Western would like to remind them that
there is no better time to begin the process than
right now. To get started, go to mybestwestern.com
and click on “Brand Refresh” for details regarding
endorsed vendors and to access the brand identity
manuals, which include information on collateral
and exterior signage, as well as a list of key contacts
at Best Western to assist you.
Also, if your property participated in the site survey
as part of the initial roll out in late 2015, you would
have been assigned an endorsed sign vendor (if in
“good standing” status at the time). Those assigned
vendors should have already sent out a proposed
rendering and quote. Please move forward with
this process and begin finalizing your proposal with
your endorsed sign vendor. If you have questions
regarding the endorsed vendors, please contact
Jana Benton at jana.benton@bestwestern.com or
Angela Bateman at angela.bateman@bestwestern.
com. Please consider allowing three to four months
for the permitting process, depending on your local
government and signage situation. In addition,
with winter right around the corner, weather can
be a major challenge when it comes to signage
installation, so please complete this process as soon
as possible to avoid any potential delays resulting
from bad weather.
If you have any questions pertaining
to sign installation, please email
brandrefresh@bestwestern.com.
EVERYWHERE
Best Western Aurora Inn, Kingston, Nova Scotia
Best Western Chester Hotel, Chester, Illinois
Best Western Plus Duncanville Dallas, Duncanville, Texas
THE SIGNS ARE
Best Western Way _Fall 2016 Revised Approved.indd 16-17 10/4/16 9:58 AM
10. Best Western Way | Fall 2016 • 1918 • Best Western Way | Fall 2016
BW
Improves
Breakfast,
Guest
Satisfaction
You’ve likely heard the
adage that “breakfast is
the most important meal
of the day.” In the world of
hospitality, that sentiment
seems to have carried over
into how guests feel about
their hotel amenities, such
that in a 2014 global survey
by hotels.com, travelers
ranked complimentary
breakfast as the most
valuable of hotel amenities.
For Best Western®
, our
guest surveys clearly show
that breakfast satisfaction
is a key driver of overall
guest satisfaction and their
intent to return. Similarly,
J.D. Power and Associates
attributes breakfast as
being responsible for
25 percent of overall
satisfaction ratings. As you
might expect, Best Western
hotels that score higher
than average with regard to
overall breakfast satisfaction
achieve higher RevPAR.
Starting the Day Right
It was no surprise that in
October of last year, Best
Western introduced a ballot
aimed at improving our
breakfast offerings with a
package of member-tested
and vetted enhancements –
including juice dispensers,
portion-control yogurt,
new signage and Build
Your Own Breakfast, along
with healthy and Grab
Go options – to drive
quality, convenience and
customization for guests.
BREAKFAST
IS THE MOST
IMPORTANT MEAL
OF THE DAY
Breakfast Score Improvement
Since April 1, North American hotels offer
breakfast options that may include fresh
oatmeal and yogurt with toppings such
as granola, sliced almonds, or dried fruit,
and waffles or pancakes with berries and
a variety of syrups as well as breakfast
sandwiches. Guests may customize their
breakfast to meet their tastes.
Those with restricted diets will enjoy new
gluten-free choices and non-dairy milk
options. In addition, guests in a hurry
can “Grab Go” with a new selection
of breakfast bars, seasonal whole fruit
and bottled water, all of which are
complimentary. No matter the day’s
adventures, Best Western® Hotels
Resorts is helping travelers start their
morning with energy-infused options.
Improved Guest Satisfaction
Since the introduction of the enhanced
breakfast offerings in April of this year,
overall guest satisfaction with the Best
Western breakfast experience has
increased considerably across North
America (see graph above).
“We’re very pleased to see the results
now with the quality of the breakfast and
guest survey results and look forward to
this driving guest loyalty. I’d also like to
thank the hundreds of early adopter hotels
prior to the April 1 requirement date,
as they enjoyed seeing increased guest
satisfaction even sooner,” said Wienberg.
Here is a sampling of guest feedback
from Medallia and social media sites:
Medallia
“Excellent breakfast choices, meat patty,
scrambled eggs, sausage links and build
your own yogurt, was great option, I loved
coconut, granola and raisins!”
-Miriam C., Best Western Old Mill Inn,
Omaha, Nebraska
“The build your own breakfast burrito at
the breakfast was excellent!”
-Jennifer M., Best Western Plus Patterson Park Inn,
Arkansas City, Kansas
“Really liked the Best Western heart
in the waffle.”
-Touria B., Best Western Inn On The Hill,
Georgetown, Ontario
Social Media
“Waffles with hearts on them excited our
five-year-old grandson. Well done Best
Western; once again you have not failed us!”
-Lia W, Best Western Topeka Inn Suites,
Topeka, Kansas
“It was a nice surprise to see a heart in the
middle of our granddaughter’s waffle!”
-Lily, Platt City, Best Western Plus
Olive Branch Hotel Suites, Olive Branch, Mississippi
“The breakfast was way better than I
was expecting. There was bacon, eggs
and hash browns. You could make your
own waffles. Build your own breakfast
sandwich, and much more. It was nice to
see that it was more than just the average
muffin, cereal and coffee buffet!”
-Vanessa, Best Western Plus Revelstoke,
Revelstoke, British Columbia
“Let’s talk breakfast. It’s not your run of
the mill cold cereal and donuts with a
waffle maker. They had a ‘build your own
breakfast burrito.’ Fabulous.”
-Flying Jen, Best Western Plus Patterson Park Inn,
Arkansas City, Kansas
For assistance with ordering supplies
and/or implementation of the new
breakfast program, please contact your
regional services manager.
Improvement in guests scores for overall breakfast
Build Your Own Stations – such as the Build Your Own Breakfast Sandwich Station –
allow guests to create the kind of breakfast they want
“It’s exciting to have full
implementation of our
new breakfast offerings,”
said Bruce Wienberg, Vice
President, Operations.
“Since the rollout we’ve been
getting significant positive
guest feedback. That leads to
increased guest loyalty and,
at the end of the day, delivers
more revenue for our hotels.”
Our Grab Go option is perfect
for guests looking for a quick
bite as they dash out the door.
The signature waffle
showcases our new branding
and signifies our
Best Western I Care® culture.
Guest-accessible, glass-front
refrigerators allow guests to
have confidence in product
quality and freshness.
Best Western Way _Fall 2016 Revised Approved.indd 18-19 10/4/16 9:58 AM
12. Best Western Way | Fall 2016 • 2322 • Best Western Way | Fall 2016
Sneak Peek
Best Western’s North American Convention and Global Conference is right around the
corner! With this year being our brand’s 70th birthday, it is very fitting to be hosting this
year’s Convention in our hometown of Phoenix, Arizona, October 16-19, 2016. For the first
time since 2012, this year’s Convention has also been designated a Global Conference.
We are expecting more than 200 conference participants from Best Western hotels and
affiliate organizations around the world. Here are some of the highlights from this year’s
agenda, including information on General Session, our keynote presentation, Products
Showcase and more! We hope to see you soon!
This year’s North American Convention is being held at the Phoenix Convention Center in Best
Western’s hometown of Phoenix, Arizona, from October 16 – 19, 2016. With its beautiful desert
landscapes and rich American Southwest culture, Best Western Hotels Resorts is proud to have
its headquarters in the heart of such a one-of-a-kind city.
2016 CONVENTION
AND GLOBAL
CONFERENCE
HIGHLIGHTS
2016 NORTH AMERICAN CONVENTION AND GLOBAL CONFERENCE
HIGHLIGHTS
• The one-day General Session on Tuesday, October 18, will feature presentations addressing brand
initiatives, achievements, opportunities and challenges from: Board Chairman Terry Porter; President
and CEO David Kong; Senior Vice President, Brand Management Ron Pohl; Senior Vice President
and Chief Marketing Officer Dorothy Dowling and Chief Digital Officer Greg Adams. During this
session, we will also celebrate those recognized with M.K. Guertin Awards, Heroic Hospitality Star
Awards, the Developer of the Year Award and the Legacy Award. For the first time, we will have
an International Leadership panel, featuring representatives from some of Best Western’s affiliate
organizations, and another panel discussion featuring Best Western’s Board of Directors.
• Marcus Buckingham, bestselling author and internationally acclaimed business consultant, will
present a keynote presentation on Tuesday afternoon.
• This year’s Products Showcase will be our biggest in years, with more than 300 exhibitors
providing just about every product or service a hotel could need. Departments from Best Western
headquarters will also be well represented with support staff to answer questions. Based on the
positive feedback from last year’s tradeshow, the Showcase hours will be on Sunday, October 16,
from noon - 6 p.m. and on Monday, October 17, from 9:30 a.m. - 3:45 p.m.
• Wednesday’s agenda will focus entirely on education. The always popular “Legal Update,”
presented by Senior Vice President and General Counsel Larry Cuculic, will highlight morning
sessions. The Town Hall/Open Forum will also take place Wednesday. Educational opportunities will
continue after lunch with a variety of sessions on important topics, including our three-hour mega-
sessions that offer a half-point of general manager continuing education credit.
• Our signature social events will provide you with a wide variety of food, entertainment and
networking opportunities. The Chairman’s Welcome Party will be held the evening of Sunday,
October 16, and will celebrate Best Western’s 70th birthday. Our banquet on Tuesday, October 18,
will feature the multi-Grammy Award-winning band, The Doobie Brothers.
Education Sessions
Once again, Convention will provide opportunities for learning in many areas that will help you more
effectively and efficiently run your hotel. In addition to our knowledgeable and professional Best
Western staff, we are excited to have guest presenters, including Stephen Barth, Tammy Gillis and
Dr. Lalia Rach.
Session topics include: Medallia, social media, property websites, revenue management, leadership,
sales, customer loyalty, industry trends, women in lodging, cyber security, high speed internet
standards, design PIPs and performance management. There will also be CHA and CHO review and
testing opportunities.
Best Western Way _Fall 2016 Revised Approved.indd 22-23 10/4/16 9:58 AM
13. Best Western Way | Fall 2016 • 2524 • Best Western Way | Fall 2016
Don’t Miss This Year’s North American
Convention Tradeshow
With Best Western’s Annual North American Convention right around the
corner, the Supply Studio Design team is hard at work putting together
another spectacular Products Showcase Tradeshow that all attendees are
sure to enjoy!
This year, we will be dividing up the tradeshow
floor into “neighborhoods,” making it easier to
navigate than ever before. These neighborhoods
will be organized by product category in order
for you to easily find all the items you need more
efficiently and effectively. There will also be a
neighborhood designated for corporate booths
where one-on-ones will be offered with Studio
Design, Design Compliance, Regional Services and
Revenue Management, free of charge. Attendees
will have the chance to sign up for one-on-ones
on the tradeshow floor.
The Supply Studio Design team is happy
to announce that, for this year’s Convention
in Phoenix, they will be providing supplier
educational sessions on the tradeshow floor. The
sessions will provide members the opportunity to
experience an informational session that suppliers
have prepared to help introduce their company
and products. The Supply Studio Design team
will be setting up two stage areas near the back
of the tradeshow floor, and these mini-sessions
will be running on a published schedule for the
duration of the show. Each of the presentations
will be approximately 20 minutes long, and the
stage areas will not be hosting presentations
concurrently, so there is no risk of missing out on
any of these seminars being offered. Of course, if
you have more questions for our presenters once
the presentations are finished, suppliers will be
available throughout the trade show, and they
will be more than happy to answer questions.
We are happy to provide another opportunity to
learn more about how our suppliers can help you
succeed in your marketplace!
Also, for Smilebration, celebrating Best Western’s
70th birthday, we will be adding a booth
dedicated to a fun quiz game, giving you the
chance to win a host of unforgettable prizes.
Questions to the quiz game will be trivia-based,
focusing on Best Western history, fun facts and
more. Those who answer questions correctly will
then spin the wheel for a chance to win a
one-of-a-kind prize. On top of that, we are
planning on giving away five tablets every hour.
Also, those attending this year’s mini-sessions will
be eligible to win a passport which, if they receive
a bonus stamp, gives them the chance to win a
cash prize. Passport drawings will be held every
day of the trade show.
The Supply Studio Design team urges everyone
to check out the “Specials Brochure” before
attending the tradeshow in order to find specific
suppliers with products and services that could
potentially be a benefit to your property. By doing
so, you will also have the opportunity to take full
advantage of the specials listed in the brochure
before Convention, as they begin October 1, 2016.
This year’s Products Showcase Tradeshow will
be held on Sunday, October 16, from noon – 6
p.m., and Monday, October 17, from 9:30 a.m.
– 3:45 p.m. For more information and updates
on the tradeshow, please visit the Convention
Registration Website or download the Best
Western Convention App.
Convention attendees head to tradeshow booths
at Best Western’s North American Convention in
Honolulu, Hawaii, in 2015.
A display showing the winners of tablets at last year’s
tradeshow during Convention. At this year’s tradeshow,
the Supply Studio Design team will be giving away
five tablets every hour.
UNCONVENTIONAL FUN!
Best Western Way _Fall 2016 Revised Approved.indd 24-25 10/4/16 9:58 AM
14. Best Western Way | Fall 2016 • 2726 • Best Western Way | Fall 2016
BEST WESTERN FOR A BETTER WORLD®
It is our members’ persistent drive
to serve that led to the formation
of Best Western for a Better World®
(BWBW) – Best Western’s charitable
arm – in 1991. A former member
and Board Director proposed the
formation of BWBW to respond to
a massive food shortage that was
crippling Russia and other Soviet
states. BWBW mobilized to distribute
more than 50 tons of food, providing
nourishment to more than 25,000
families in need. And that was just
the beginning of the humanitarian
aid our members have helped to
provide across the world through
BWBW.
Through the years, BWBW has
provided assistance to communities
impacted by hunger, poverty,
natural disasters and other crises.
During tragedies such as Hurricane
Sandy, the Yarnell fires and the
Boston Marathon bombing, Best
Western hoteliers, employees and
Best Western Rewards® members
contributed more than $120,000
to relief efforts. BWBW has also
helped to provide vital resources
for disasters within the Canadian
borders, including the Lac-Mégantic
disaster in Quebec, the floods in
Alberta, and the devastating wildfires
in Ft. McMurray in May of this year.
And in December of 2004, when a
series of tsunamis devastated South
and Southeast Asia, killing some
200,000 people and displacing
hundreds of thousands more, Best
Western members pledged $1 million
to support victims.
Perhaps one of the most powerful
examples of Best Western members
answering the call to serve their
communities was the rapid and
comprehensive response to
Hurricanes Katrina and Rita in the
summer of 2005. Members across
North America opened their doors
to both victims of the storms and
first responders, providing much
needed shelter, food and supplies.
Additionally, Best Western pledged
$1 million to Hurricane Katrina relief
efforts, with members contributing
more than $1.1 million through
property billings. Owners and hotel
employees raised an additional
$21,000 and corporate employees
donated $53,000 through vacation
pay deductions.
In 2016, the Best Western for a
Better World Advisory Committee,
comprised of members from each
District, established three pillars, or
focus areas, to guide the charity’s
current and future relief efforts. The
pillars are:
1.) Disaster response
2.) Poverty relief
3.) Education
Making a
Difference
Across the
Globe
For 70 years,
Best Western®
members have
served their
guests and
communities
with an
unparalleled
spirit of service
and caring.
Time and again,
when a crisis
has struck,
our members
have been on
the forefront,
offering financial
contributions,
product
donations
or volunteer
support.
BWBW’s mission is to improve the lives of families
and children across the globe by supporting
charitable initiatives within these three focal areas.
Best Western for a Better World
Invests in Education
Best Western believes in the power of
education to transform lives, improve individual
circumstances, and build for future success.
Therefore, we established the Best Western
Scholarship Program, which provides scholarship
funds to high-performing students seeking
careers in the hospitality industry.
Last year, we further demonstrated our
commitment to education by partnering with
the American Hotel Lodging Educational
Foundation (AHLEF). The AHLEF provides
scholarships and professional development
opportunities to students and industry employees,
and supports research that will help move our
industry forward. “Through our partnership with
AHLEF, we are not only empowering our youth
and supporting higher education, but are building
the talent and expertise needed to steer our
industry toward a successful future,” said David
Kong, President and CEO.
Fundraising Efforts Goals
BWBW has been a steadfast vehicle of community
service and healing since its founding in 1991.
However, to be there in time of crisis, and to
continue supporting vulnerable children and
families around the world, we need to replenish
our reserves. To do so, we have established a
fundraising goal of $225,000 per year. This goal
reflects the compassion, generosity and spirit of
service that our members and employees have
always demonstrated.
In September, we kicked-off our fundraising
campaign with an employee drive. During our
last employee fundraising effort, we raised
approximately $70,000, and we have set a goal to
raise $80,000 this year. At the recommendation
of the BWBW Advisory Committee, we also
launched a $1 per room campaign for Voting
Members (VMs) to provide an easy and
convenient way to make a voluntary donation. The
campaign provides a seamless donation process,
as the contribution amount will be billed to the
VM’s monthly membership statement.
HOW YOU CAN HELP
Stop by the BWBW booth at our Annual
Convention in Phoenix, October 16-19, to sign-up
for the $1 per room campaign. Anyone interested
in making a donation can also visit bwbw.
kimbia.com/bestwestern to make a monthly
or one-time contribution. No matter how our
members choose to donate, the important part
is that everyone participates in some way – no
matter how great or small. Now is the time for
employees and members to come together and
demonstrate solidarity for a cause that has truly
made a difference in the lives of so many.
“I am proud to be a part of a brand that makes
the betterment of our local and international
communities a priority,” said Nicole Morgal, Chair
of the Best Western for a Better World Advisory
Committee. “None of the incredible work BWBW
has done across the world would have been
possible without the continued commitment and
generosity of our members. Wherever there is a
need, our members are there.”
For more information about
Best Western for a Better World,
please visit bestwestern.com.
Best Western Way _Fall 2016 Revised Approved.indd 26-27 10/4/16 9:58 AM
16. Best Western Way | Fall 2016 • 3130 • Best Western Way | Fall 2016
I write today, not as a lawyer, but as a business partner, a friend
and one who respects very much what you do for Best Western®, to
remind you that we owe it to our guests, to our employees and to
each other to conduct ourselves with honesty, professionalism and
integrity. In light of this, I offer five truths for your consideration.
Larry Cuculic,
Senior Vice President and General Counsel
FIVE TRUTHS
1. You must always be willing
to do what you ask others to do.
Someone who believes that he
or she is “too good” to perform a
particular task, and so simply directs
someone else to do it, is not a leader.
The individual is, in reality, merely a
“delegator,” and he or she will not be
followed or trusted by others when
the going gets tough. This is because
a leader does more than delegate. A
leader stands shoulder-to-shoulder
with his or her troops so that they all
carry their fair share of the load. We
are all on the same team and we owe
it to each other to do our part. In the
context of the Best Western family,
this is the principle of “member
helping member.”
2. If you see something that is
wrong or out of place, fix it.
This one really gets me. Nothing, well
almost nothing, gets me going more
than witnessing people at work walk
by a piece of trash on the ground and
not pick it up – and I know they saw
it. It was obvious; but, for whatever
reason, they chose not to pick it up.
Are they too good to bend over and
pick it up? Do they just not care? Do
they think it is someone else’s job?
Whatever their reason I question
their dedication to their jobs and
the quality of their work. If we see
something out of place that needs to
be fixed, we ought to ensure it gets
fixed. Consider that at your hotel, if
you don’t fix something when you
see it, guests passing by may notice
it, and their impression will be that
our brand doesn’t care about the
guest experience. Think of it this
way, if you were going to have your
hotel professionally photographed,
would you want that piece of trash to
appear in the photograph? We know
the answer is “No.” So, let’s ensure
that we lead by example and when
we see something out of place, let’s
fix it. It will motivate your employees
to do likewise.
3. Your appearance is a reflection
of your professionalism.
We have all heard that you only
have one opportunity to make a first
impression. We should, therefore,
all take pride in our appearance. For
“The End” on the Beatles Abbey Road, written by Paul McCartney
example, when we show up for work, we should
never look like we’ve just rolled out of bed. Shirts
should not be crumpled and shoes should not be
dirty. You don’t need to have a fancy wardrobe
or an expensive haircut, but wearing pressed
and professional clothes, and having a clean and
groomed appearance gives you and your team
credibility and shows you went to the extra effort
to be taken seriously. As a leader, it is not fair for
you to set appearance standards that you do not
follow – that creates a double standard and sets a
poor example.
4. Never compromise your integrity –
your word must be your bond.
Most of you know that I graduated from West
Point, the United States Military Academy, where
a principle of paramount importance, the Cadet
Honor Code, provides that “A cadet will not lie,
cheat, steal, or tolerate those who do.” Simple
words. Easy to understand, and easy to follow.
The point is simple – tell the truth and maintain
your integrity. Lie, cheat or steal and your
reputation is tarnished. With regard to your
guests, keep your promises. With regard to your
employees, keep your promises. With regard
to your fellow members – keep your promises
(remember what happens at your hotel affects
all members). Telling the truth isn’t just the right
thing to do, I have also heard it said that if you
tell the truth, you never have to struggle to
remember what you said or did, because it was
what actually happened.
5. In the end, the love you take is
equal to the love you make.FN
You may have heard me talk about karma in the
past. What you do today may very well affect
tomorrow. What I ask each of you to consider
is that we owe it to others and to ourselves to
treat everyone we meet with dignity and respect.
Language, tone and volume should always be
courteous, respectful and dignified. Arguing
with a guest will get you nowhere. Arguing with
employees sets a poor example and reduces the
chances that they will, in turn, represent your
best interests when dealing with guests. Our
responsibility is to motivate, not denigrate. To me,
respect begets respect, makes a good role model,
and sets a tone of professionalism.
See you at Convention.
Lastly, if you see me at Convention, please say
hello. I may very well be the guy bending down
to pick up some trash, straightening my tie, or
encouraging a colleague. And, don’t you dare miss
my legal update presentation at Convention.
Larry
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Best Western Way _Fall 2016 Revised Approved.indd 30-31 10/4/16 9:59 AM
17. Best Western Way | Fall 2016 • 3332 • Best Western Way | Fall 2016
In today’s digital world, Best Western® must develop the strongest possible
presence on all consumer channels to ensure we are visible and available for
purchase in every marketplace. In our pursuit of reaching this business outcome,
we have chosen to form strategic distribution partnerships with some of the
most popular and respected OTAs (online travel agencies) and online search
engines, like Expedia, Google, Booking.com and TripAdvisor. Approaching these
partnerships strategically and defining shared business interests allows us to create
win-win business outcomes. In our modern-day business environment, the “DIY,”
or do it yourself, approach to winning customers has been reset to “DIT,” or do it
together, through inclusive partnerships with a “mutuality mindset.”
OTAS: PART OF
BEST WESTERN’S
COMPREHENSIVE MARKETING
AND DISTRIBUTION PLAN
1. OTAs have a very strong
consumer base.
For example, according to a recent
article from hospitalitynet.org,
“Expedia, Booking.com, Kayak and
Hotels.com are prolific spenders
on Google AdWords, regularly
logging in the top 50 search engine
marketers by spending an average
of $67,250 per day. And that’s just
on Google.” OTAs spend much
more in advertising than the top
10 hotel brands combined, and we
must harness the strength of this
dominance on various marketing
platforms to drive consumer
consideration in our favor. Many
consumers start their travel search
on an OTA platform, so being
present and representing ourselves
effectively on these channels is
important.
2. Optimal exposure begins with
good content scores.
On most OTA sites, content scores
are based on accurate descriptions
of the hotel, the number and quality
of photos, and the frequency
of responses to reviews left by
customers. The more our hotels
monitor and develop their online
profiles to ensure their profile
stands out from their direct
competitors on third-party sites, the better
their content scores will become and the higher
they will be ranked. It is an absolute necessity
that we regularly update our information, leave
unique responses to reviews, and make sure our
commissions and offerings are correct on these
sites.
3. We must utilize our OTA channels
to acquire new members for
Best Western Rewards® (BWR®).
Our award-winning BWR program has all the tools
necessary to convert price-shoppers into loyal
BWR members. Hotels simply need to present
the value of our loyalty program to OTA guests
when they register. For example, front desk staff
should make guests aware that if they join the
BWR program they will earn 10 points for every
U.S. dollar spent on qualified room rates and their
points can be used for a wide variety of rewards,
including global free room nights, airline rewards,
shopping, dining, entertainment and more.
4. Like every guest, we must ensure these
customers have a memorable experience
with Best Western, fueling their desire to
both leave a strong guest review and return
to the brand for their next stay.
With our I Care® Every Guest Every Time program,
Best Western is dedicated to enhancing our
guests’ journeys to improve guest satisfaction.
The more we stay true to this program, the more
positive reviews our hotels will receive. Positive
reviews are not just a great pat on the back to
hotel staff; they are also a very effective online
marketing tool and major deciding factor for
online shoppers.
To reap the full benefits of these shared interests,
Best Western’s Marketing Activation Team (MAT)
has been realigned as a one-stop property
marketing support team to help our members
secure business through TripAdvisor, Google,
Expedia and Booking.com. The MAT will work
with our properties to ensure content scores
are optimized with OTA partners, that we are
reaching our goal of converting 5 percent of
OTA customers into BWR members, and we
are winning over “every customer, every time,”
building long-term relationships with new and
returning guests.
Let’s work together to make our OTA partnerships
work for our hotels and our brand, ensuring our
shared mutual interests with our OTA partners
produce profitable business for our hotels. By
partnering with third-party sites, we increase the
chances of turning their loyal customers into ours.
If any hotels have questions or would like more
information on third-party websites or OTAs, I
strongly recommend reaching out to your revenue
manager or marketing activation consultant.
Dorothy Dowling,
Senior Vice President and Chief Marketing Officer
So, let’s identify what those mutual shared interests are:
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18. Best Western Way | Fall 2016 • 3534 • Best Western Way | Fall 2016
While we must always ask ourselves how we can best accommodate the demands of
today’s consumer, we must be equally focused on anticipating the needs of tomorrow’s
consumer. What will the guest experience look like in 2020? How will we interact
differently with customers than we do today?
At Best Western, with every program we implement, from development strategy to
guest satisfaction initiatives, these questions are in the forefront of our thinking. Let’s
take a look at some of the ways we are positioning our brand for success and planning
for the guest experience of tomorrow.
THE GUEST
EXPERIENCE OF
TOMORROW
Development in Key Markets
We continue to experience tremendous
success in our North American development
efforts and remain focused on bringing
Best Western®
brands to urban markets.
This strategy was recently bolstered by our
membership, who handily passed a ballot
proposal (Proposal) allowing Best Western to
own and operate hotels. As a result, we are
able to more quickly and effectively build a
presence in key primary markets in which our
brands are underrepresented. In fact, we are
already working on deals to bring Best Western
brands to high-traffic, urban locations such as
Dallas, Atlanta, Charlotte, Philadelphia and San
Francisco. We look forward to providing you
those details at Convention.
We are also gaining traction in ramping up
our new and relevant products Vīb®, GLō℠ and
BW Premier Collection®. We now have 12 GLō
and eight Vīb projects in the North American
Development pipeline. In addition, there are
eight BW Premier Collection properties now
open and 12 more in the pipeline. After passage
of the Proposal referenced above, we expect
these numbers to steadily increase.
The New Guest Experience
We know that by 2020 millennials will become
the predominant travel demographic. Therefore,
the key to planning for the guest experience
of tomorrow is understanding the nuances and
expectations of this influential group. According
to Hotel Trend Report 2020 and Hotel News
Now, 2016, millennials prefer products and
services that eliminate the need for standing
in line. Therefore, the study predicts that the
mobile device will become the primary point
of communication for millennials and guests of
tomorrow.
This year, Best Western piloted a new mobile
app at 14 properties throughout North America.
The app allowed for check-in and check-out
and had the ability to communicate on-site
messages and facilitate guest interaction.
Hotels in the pilot program experienced an 11.2
point jump in Net Promoter Score when mobile
check-in was used and a 7.7 point increase when
the “Mobile Requests” feature, allowing guests
to make requests via the app, was used. In
addition, the mobile check-in feature led to a 6.9
point increase in Overall Experience and a 7.4
point surge when “Mobile Requests” was used.
These promising results demonstrate the impact
this type of tool can have on the future of guest
service, eliminating antiquated processes and
allowing hotels to operate more efficiently.
Regional Services Managers Driving Results
Working together as a team will produce a
great guest experience and provide superior
revenue and profit for owners. Since restructuring
the role of regional services managers (RSMs)
away from quality assurance inspections and
on hotel performance support, we have seen
striking results. Please see the chart below which
illustrates membership satisfaction levels with
RSM consulting services. Results are based on
approximately 1,000 post-consultation member
surveys.
The Regional Services team looks forward to
working alongside members throughout the
remainder of this year to drive superior results.
Guest Satisfaction First
We are constantly striving to enhance guest
satisfaction with our brand, and are seeing
tremendous results. The “Overall Service”
score for North American hotels has risen for
10 consecutive years, and “Overall Breakfast”
is at a 10-year high. These scores have exciting
implications for our brand as there is a direct
correlation between breakfast scores and RevPAR
performance. The customer service initiatives
we have implemented over the last decade, from
the new Build Your Own Breakfast program to I
Care® Every Guest Every Time, are changing the
perception of our brand and taking customer care
to the next level. I personally want to thank our
members for their continued support of these
initiatives and for going above and beyond on a
daily basis to exceed guest expectations.
At Best Western, we have been on a journey to
meet the evolving needs of consumers. While we
look ahead to the trends of 2020 and beyond,
from the increasing role of mobile devices to
customized guest experiences, perhaps the one
constant is the impact of personal interaction.
According to a 2015 J.D. Power study, there is a
direct relationship between the number of guest
interactions at the hotel and guest satisfaction.
Satisfaction scores increase dramatically with
just three or more interactions. So, while we will
continue our journey to deliver on the guest
experience of tomorrow, we cannot forget the
impact of a simple comment or conversation on
guest satisfaction. Our most powerful tool is our
ability to create personal connections on every
level, from Best Western staff to members and
members to guests. It is these connections that
have moved our brand forward for 70 years and
will continue to do so well into the future.
Consulting Visit Question Overall Satisfaction Rating
The quality of consulting provided by the RSM 96.9%
The revenue opportunities identified by the RSM 93.7%
The action plan provided by the RSM 96%
The training provided by the RSM 96.8%
The RSM’s quality and frequency of communications 96.4%
The overall consulting visit 96%
Ron Pohl,
Senior Vice President, Brand Management
Best Western Way _Fall 2016 Revised Approved.indd 34-35 10/4/16 9:59 AM
19. Best Western Way | Fall 2016 • 3736 • Best Western Way | Fall 2016
Combination Units
DAR017A2BDD
1.7 cu. ft. (40 liters)
Dimensions
Width 17 11/16 in. (43.18 cm)
Depth 20 1/16 in. (50.80 cm)
Height 20 1/16 in. (50.80 cm)
DAR026A1BDD
2.6 cu. ft. (73 liters)
Dimensions
Width 17 11/16 in. (44.93 cm)
Depth 20 1/16 in. (50.96 cm)
Height 26 15/16 in. (68.42 cm)
DAR044A4BSLDD
4.4 cu. ft. (124 liters)
Dimensions
Width 20 11/16 in. (52.55 cm)
Depth 21 1/16 in. (53.50 cm)
Height 33 1/16 in. (83.98 cm)
DCR016A3BDB
1.6 cu. ft. (45 liters)
Dimensions
Width 17 11/16 in. (44.93 cm)
Depth 18 8/16 in. (46.99 cm)
Height 19 12/16 in. (50.17 cm)
DCR032A2BSLDD
3.2 cu. ft. (92 liters)
Dimensions
Width 17 11/16 in. (44.93 cm)
Depth 18 8/16 in. (46.99 cm)
Height 32 11/16 in. (83.03 cm)
DCR044A2BSLDD
4.4 cu. ft. (126 liters)
Dimensions
Width 20 11/16 in. (52.55 cm)
Depth 20 14/16 in. (53.02 cm)
Height 32 11/16 in. (83.03 cm)
Combination Dimensions
Width 18 10/16 in. (47.3 cm)
Depth 19 13/16 in. (50.3 cm)
Height 35 9/16 in. (90.5 cm)
Available in Black (2.3MF4-7D1)
White (2.3MF4-7D1W)
Stainless Steel (2.3MF4-7D1S)
Refrigerators
2.3MF4-7D1
Refrigerator
2.28 cu. ft. (64.6 liters)
Microwave
0.7 cu. ft. (19.8 liters)
2.6SM4R
3.1 cu. ft. (87 liters)
Dimensions
Width 18 11/16 in. (47.4 cm)
Depth 19 11/16 in. (50.0 cm)
Height 33 7/16 in. (84.9 cm)
3.1SM5R
3.1 cu. ft. (87 liters)
Dimensions
Width 18 11/16 in. (47.5 cm)
Depth 19 11/16 in. (50.0 cm)
Height 33 7/16 in. (85.0 cm)
3.2SM4RA
3.2 cu. ft. (91.57 liters)
Dimensions
Width 17 11/16 in. (45.2 cm)
Depth 18 8/16 in. (50.9 cm)
Height 32 11/16 in. (83.1 cm)
3.3SM4R
3.3 cu. ft. (93.4 liters)
Dimensions
Width 17 13/16 in. (45.2 cm)
Depth 20 3 /8 in. (51.8 cm)
Height 32 11/16 in. (83.1 cm)
To order call: 1-800-637-7567
Email: microfridge@microfridge.com
Visit: www.microfridge.com/hotels
®Intirion Corporation 2015
3.6MF4RAS
3.6 cu. ft. (101.9 liters)
Dimensions
Width 18 5/8 in. (47.3 cm)
Depth 20 1/8 in. (51.1 cm)
Height 33 1/4 in. (84.5 cm)
Available in Black(3.6MF4R)
Stainless Steel (3.6MF4RS)
3.1MF4RS
3.1 cu. ft. (85 liters)
Dimensions
Width 18 11/16 in. (47.4 cm)
Depth 19 11/16 in. (50.0 cm)
Height 33 7/16 in. (84.9 cm)
Available in Black (3.1MF4R)
Stainless Steel (3.1MF4RS)
THE PERFECT SIZE!
Compact Refrigerators that fit inside hotel cabinets.
We are MicroFridge® with exclusive
Safe Plug™ and 1st Defense™ Smoke Sensor
patented technology, and we love
designing the industry’s safest and most
durable combination appliance, providing
you with absolute peace of mind.
Safety Comes First™
Best Western 8.375x10.875.indd 1 2016-04-19 4:42 PM
Mark Straszynski,
Senior Vice President and Chief Financial Officer
MAXIMIZE
THE VALUE OF
THE BRAND
Our job as corporate staff is to partner with you to
achieve your goals. It has often been said that we
exist to serve the members. Indeed, our mission is
to “Enhance brand equity and increase member
value.” Therefore, your success is our success.
And there’s never been a better time to put Best
Western to work for you. Today’s Best Western is a
global powerhouse with a diverse hotel portfolio,
attractive fees that optimize profitability, award-
winning marketing programs and partnerships,
and operational programs and services that create
brand excellence, all guided by our commitment to
driving revenue and value to you.
As a member, you share in the brand’s global
recognition and 70-year legacy of serving guests,
and you are entitled to an abundance of services
and benefits to help you increase revenue, manage
costs and maximize the value of the brand at your
hotel. Are you making the most of your member
benefits? While there are many, I wanted to draw
your attention to a few.
• Participate in our award-winning marketing and
sales programs to increase the flow of new and
repeat business to your hotel.
• Enroll in the Property Revenue Management
program in which a Best Western property
revenue manager works directly with your hotel
to help you grow profits.
• Leverage BestREV, our easy-to-use revenue
management software system, designed to help
you and your hotel staff make more informed
revenue management decisions.
• Maximize Regional Services support provided by
a team that specializes in hotel facility evaluation,
on-site training, and hotel operations consulting
to help you run your business smoothly and
profitably.
• Take advantage of our Design and Supply Design
program, which offers a full team of interior
designers to help you with a renovation or to
meet design requirements and a portfolio of
300+ endorsed suppliers to ensure you have
competitive pricing.
• Contact endorsed partners for your financial,
insurance and credit card processing needs.
• Utilize our Education and Training programs
to learn new skills in sales, operations and
management.
To take advantage of these, and many more
services designed with your success in mind, start
by going to mybestwestern.com About BWI
Key Contacts or contact your regional services
manager.
This brand exists to support you as your partner
and resource in an ever-changing and competitive
industry. We encourage you to use the tools
and resources that are available to you as Best
Western members. We look forward to your
continued membership as we celebrate 70 years
as an iconic presence in the hospitality industry,
and look ahead to another 70 amazing years.
Recently, we completed our annual membership
renewal. It’s the time of year in which you, the
members, recommit to the brand and put your
trust in Best Western® to help you provide
superior customer care, increase market share,
and, ultimately, maximize revenue at your hotels.
Years of Hospitality
70
Celebrating
Best Western Way _Fall 2016 Revised Approved.indd 36-37 10/4/16 9:59 AM
21. Best Western Way | Fall 2016 • 4140 • Best Western Way | Fall 2016
For Best Western’s eCommerce and Technology
Management teams, the new website is just
one part of an ongoing effort to optimize and
streamline the customer experience across
all digital channels. In August 2015, the brand
launched more than 2,000 new individual
property websites, one for every property in
North America. Since then, the property websites
have generated over $2 million in revenue for our
members.
A month later, in September 2015, Best Western
launched a new mobile website and apps. Some
of the new features included an innovative hotel
comparison view, improved search function with
the ability to filter results, an engaging map-based
feature that shows nearby attractions and points
of interest, and more. As of September 2016, the
mobile site and apps have increased year-over-
year revenue from guests using mobile devices
by almost 2 1/2 times the amount previously
generated before their launch.
According to Senior Director of eCommerce,
Felipe Carreras, every one of our ongoing digital
consumer experience improvements have “to
measure up” in a few key ways: they have to be
scalable; work in every market throughout the
world; allow for the addition of popular online
functionality from third-party developers, like
Google Maps; and incorporate data-driven design
elements based on proven results, not guesswork.
“We are laying a completely new foundation for
our consumer-facing online experiences,” Carreras
said. “From the beginning, we determined there
was a wide-range of driving forces for these
initiatives. The property websites, enhanced
mobile experiences and new BestWestern.com
all have to be consumer obsessed, our time-
to-market decreased, and our revenue-driving
capabilities substantially improved.”
But the eCommerce and Technology Management
teams did not stop there. Because Best Western’s
digital presence needs to be agile and on a
continuous improvement cycle, the entire
approach to application development and delivery
also needed to change. “Each element of these
initiatives has to not only be effective today, but
easily adaptable to position Best Western to be
even more successful in the future,” according to
Managing Director of Technology Management,
Harold Dibler.
“The applications supporting these sites were
developed with compact, standardized code that
is reusable and can be easily repurposed,” Dibler
said. “Whenever we have to make adjustments
to meet future online consumer needs, we will
be able to deliver those enhancements at an
even faster rate than ever before because of the
flexibility we’ve built into our software.”
Work began on replacing Best Western’s existing
award-winning website in February 2016. For
Best Western’s Chief Digital Officer, Greg
Adams, who is responsible for leading the digital
transformation effort, creating a brand-new global
website in less than eight months is a major
accomplishment and signals the beginning of a
new era for a brand celebrating its 70th birthday
this year.
“This has truly been a company-wide effort
involving people from eCommerce, Technology
Management, Marketing, Brand Management,
Legal and Finance. Every person involved
deserves a great deal of praise for their role in
delivering an exceptional global website in such
a short amount of time. I am extremely proud of
what we have accomplished up to this point, first
with the property websites and mobile initiatives,
and now with the new BestWestern.com,” Adams
said. “There are so many critical aspects to
delivering each of these major initiatives on-time
and on-budget. Simply put, everyone involved
continues to focus on delivering value to our
members by striving to improve our online
customer experiences and driving more revenue
to our hotels. Thanks to their hard work and
diligence, these initiatives will have a tremendous
impact on the future success of our iconic global
brand for many years to come.”
Best Western® Hotels Resorts’ new BestWestern.com is a global responsive
website rebuilt from the ground up and is scheduled to launch on October 4, 2016.
The totally new design is highly visual, interactive and adapts to the screen size
of the device a customer is using – whether that be a smartphone, tablet, laptop
or desktop PC – providing an intuitive, image-rich, consumer-driven experience
for visitors to the brand’s site. This cutting-edge website also features an all-new
booking process, including improved “Select a Hotel” and “Review Reserve”
pages, and state-of-the-art analytics capabilities; all intended to convert more site
visitors to hotel guests and increase the revenue delivered to our members from
this critical digital channel.
BESTWESTERN.COM
Latest Addition in Best Western’s
Digital Transformation
ALL NEW
The design offers a fresh and intuitive display of hotel information for guests
on multiple devices, making it easier than ever to find the hotel that best fits
our guests’ needs.
Best Western Way _Fall 2016 Revised Approved.indd 40-41 10/4/16 9:59 AM
