FINAL BWW_FALL_2015

CONVENTION PREVIEW:
Experience Hawaii and the
New & Improved Agenda
BREAKFAST PROGRAM:
New Signature Series Breakfast
Boosts Guest Satisfaction
FAMILIARIZATION TRIP:
Become a Chinese-Preferred
Hotel
Fall 2015 Volume 10, No. 3The Official Magazine for Best Western International Members
THE BEST OF THE BEST

01 BEST WESTERN WAY
Visit homeboxoffice.com/bulkmarkets for property rebate form and more.
RECEIVE $
750 PER PROPERTY WHEN YOU LAUNCH OR
RENEW HBO WITH A MINIMUM THREE YEAR CONTRACT
THIS OFFER IS AVAILABLE TO US-BASED BEST WESTERN FRANCHISE HOTELS ONLY.
RESTRICTIONS AND INFORMATION – Monthly contracts will not be accepted. HBO reserves the right to determine, and all incentive awards subject to, property eligibility. Payment subject to HBO’s verification
that information provided herein is accurate. Faxes will not be accepted for reimbursement. Rebate subject to program terms and conditions. By applying for and accepting this rebate, your property agrees to
carry HBO for the length of time equal to the term of the video distribution services contract. Properties are eligible for only one HBO marketing incentive for the original contract period submitted in connection
with the rebate. Rebate is available for agreements entered into 1/1/15 – 12/31/15. In order to quality, applications for the rebate must be received by January 2, 2016. ©2015 Home Box Office, Inc. All rights
reserved. HBO® and related channels and service marks are the property of Home Box Office, Inc.
GIVE YOUR GUESTS
A TASTE OF HOME
UNBROKENAMERICAN SNIPER NIGHT AT THE MUSEUM:
SECRET OF THE TOMB
WILD

BEST WESTERN WAY 01
Fall 2015 Volume 10, No. 3The Official Magazine for Best Western International Members
to get involved in legislative
matters, how we’re evolving
together and what to focus on
now
37 GO GREEN:
Creative ways to promote being
eco-friendly
38 NORTH AMERICAN
DEVELOPMENT:
Welcome the newest additions
to our family
40 MEMBER NEWS:
See how our hotels are finding
out-of-the-box ways to exceed
guest satisfaction and more
46 NEED TO KNOW:
Keeping you in the loop with
important news
50 I AM A MEMBER:
This third generation member
says the key to success is having
a hands-on approach
53 SHOW SHARE:
Tell us your story
54 SOMETHING FUN:
Find out some little-known facts
56 CALENDAR:
Upcoming events you won’t
want to miss
2 LETTER TO MEMBERS:
Best Western Chairman Jayesh
Patel and President and CEO
David Kong discuss the brand’s
momentum preparing for the
future
4 COVER STORY:
Best Western celebrates winning a
record number of awards
10 FROM OUR GUESTS:
Guests share how their stays have
left a lasting impression
12 FAMILIARIZATION TRIP:
In partnership with Ctrip, a group
of Chinese travelers sets off on a
trip to North America
16 UPDATE ON KEY
INITIATIVES:
The Global Digital Platform is
being transformed by Project Paris
BestREVSM
is adding value to hotels
18 IT SECURITY TOPIC:
How to integrate information
security into “business as usual”
20 BREAKFAST PROGRAM:
The new Signature Series Breakfast
is making a world of difference
22 RENOVATION ROI:
Best Western International’s Supply
Studio Design team and the
Strategic Planning team have
joined forces
23 RESPONSIVE SALES
SOLUTIONS:
QA with Wendy Ferrill, Vice
President, Worldwide Sales
24 CONVENTION PREVIEW:
Get a sneak peek of this year’s
Best Western North American
Convention
30 SENIOR VICE PRESIDENT
COLUMNS:
Lawrence Cuculic, Dorothy
Dowling Ron Pohl share ways
A publication for Best Western®
members, published by the
Corporate Communications department at Best Western
International, Inc., 6201 N. 24th Parkway, Phoenix, Arizona,
USA, 85016-2023. 602-957-4200.
ABOUT BEST WESTERN INTERNATIONAL, INC.
Best Western International, Inc., headquartered in Phoenix,
Ariz., is a privately held hotel brand with a global network
of 4,000+* hotels in more than 100* countries and territories
worldwide. Best Western offers six hotel products to suit
the needs of developers and guests in every market: BEST
WESTERN®
, BEST WESTERN PLUS®
, BEST WESTERN
PREMIER®
,BESTWESTERNPLUSEXECUTIVERESIDENCYSM
,
VībSM
and BW Premier CollectionSM
. Now celebrating 69
years of hospitality, Best Western provides its hoteliers with
global operational, sales and marketing support and online
and mobile booking capabilities. More than 25 million
travelers are members of the brand’s award-winning loyalty
program Best Western Rewards®
, one of the few programs
in which members earn points that never expire and can be
redeemed at any Best Western hotel worldwide. The brand’s
partnerships with AAA/CAASM
, Minor League Baseball®
and Harley-Davidson®
provide travelers with exciting ways
to interact with the brand. Best Western continues to set
industry records and accolades, including Business Travel
News top chain award for both BEST WESTERN®
and BEST
WESTERN PLUS®
, three consecutive Compuware Best of
the Web gold awards and six consecutive AAA/CAA Hotel
Partner of the Year awards. Forty percent of Best Western-
branded hotels worldwide won TripAdvisor Certificate of
Excellence awards for customer satisfaction.
For more information or to make a reservation, please visit
bestwestern.com.
*Numbers are approximate and may fluctuate.
BOARD OF DIRECTORS
Terry Porter, District I; Terrance Bichsel, District II;
Anthony Klok, District III; Dilipkumar Patel, District IV;
Chairman Jayesh Patel, District V; Julie Montmaneix, District
VI; James Cosgrove, District VII
PRESIDENT AND CHIEF EXECUTIVE OFFICER
David Kong
MANAGING EDITOR
Bethany Samaddar
EXECUTIVE EDITOR
Craig Smith
CONTRIBUTORS
Laura Cherry, Kelly Dalton, Courtney McCurry, Bethany
Samaddar, Dana Kleven, Craig Smith
DESIGN PUBLISHING
MP Media, LLC
Best Western International, Inc., its subsidiaries and affiliates (collec-
tively “Best Western”) are equal opportunity employers. It is the policy
of Best Western not to discriminate against any individual on the basis
of race, color, religion, national origin, sex, sexual orientation, marital
status, age, disability, citizenship, veteran status or other protected
group status in matters of admissions, employment, or services, or in
the programs or activities Best Western operates, in accordance with
applicable laws and Best Western policies.
Email submissions to: Bethany Samaddar at bethany.
samaddar@bestwestern.com.
OUR MISSION
Enhance brand equity and
increase member value
OUR VISION
Lead the industry in
superior customer care
TABLE OF CONTENTS

02 BEST WESTERN WAY
LETTER TO MEMBERS
As we take time to reflect on our many achievements this past year, we
must always remain mindful of the road ahead. During my time as Chairman,
our organization has seen tremendous change and unprecedented success.
This success is due to the collective efforts and significant investments of our
members and the incredible loyalty of our guests. Best Western has emerged
as a powerhouse in the hospitality industry – achieving record RevPAR results,
winning more awards than ever before, and surpassing guest expectations. Now is
the time to relish in our achievements while also having our sights set on the road
before us.
It is often said that the one constant in life is change. That is certainly true
in our industry. Those companies and individuals that embrace change – that
truly embrace change – will rise to the top. Part of accepting change is being
knowledgeable of the realities of the industry. For example, we know that
there are 75,000 baby boomers and 85,000 millennials. Baby boomers, who
are established in life and career, are over consuming for their demographic.
Meanwhile, millennials, who have not yet come into their full purchasing power,
are under-consuming. Yet, the future for our industry is the millennials. We need
to be prepared for this significant shift.
Preparing for our future is exactly what we have been doing. We have created
new hotel types to diversify our products and meet the needs of today’s travelers.
We have introduced innovative tools such as BestREV – our state of the art
revenue management system – to drive more revenue to our members. Through
Project Paris, we have overhauled and modernized our digital platform. Best
Western has not only embraced change – in many ways we have become a leader
of change.
As we look to the future, we must continue to reach outside of our comfort
zones and adapt to our ever-changing world. We must always remain focused
on understanding the needs of our guests and delivering exemplary care. As I
look back on the year I have served as Chairman, I am thrilled with all we have
accomplished together. But my excitement for the past does not compare to my
excitement for our future.
Preparing for Our
Future
JAYESH PATEL,
Chairman
“Now is the time
to relish in our
achievements
while also having
our sights set on
the road before
us.”

BEST WESTERN WAY 03
LETTER TO MEMBERS
Best Western set a vision to “Lead the industry in superior customer care” 10 years ago. Over
that period, we have pursued more than 30 key initiatives to improve the guest experience at
our hotels and thereby enhance the image of our brand. The key initiatives include the award
winning Best Western I Care®
training and I Care Clean®
programs. We were also the first brand
to work with Medallia to create text analytics, social media review sites and response capability.
These initiatives have made an impact. For example, Business Travel News has named BEST
WESTERN®
and BEST WESTERN PLUS®
the best midscale and upper midscale hotel brands
respectively. Brand Keys has named Best Western the brand with the best customer engagement
four of the past five years. More than half of our hotels in North America have been recognized
by TripAdvisor with the Certificate of Excellence award – that’s about four times more than the
industry average.
One of the most noteworthy initiatives is the Design Excellence Program. Our members are
investing to improve the product experience – about $2 billion in total for our brand. These
efforts should result in a handsome payback. Already, members who have completed their renovations are reporting extraordinary increases in
occupancy and ADR.
At the brand level, we are working hard to drive superior revenue to our members. Our digital strategies and sales and marketing efforts are
winning us a record number of industry awards and resulting in unprecedented RevPAR Index performance. We have tremendous momentum.
That is why it is particularly disturbing to hear from some of our Worldwide Sales (WWS) clients that while they like Best Western, they still do
not feel comfortable sending their travelers to Best Western-branded hotels.
Our clients have told us they value their relationships with their WWS account managers. They recognize the brand’s efforts and your efforts
and praise us on the improvements we have made. However, they continue to point to the inconsistency among our hotels in terms of a quality
guest experience. Their travelers continue to resist staying at Best Western-branded hotels because of their disappointing experiences. We need
to address this persistent and nagging problem, which is compromising the return on investment of your hard work and efforts (e.g., your hefty
investments related to the Design Excellence Program).
At our July Governors’ Meeting in Phoenix, your Governors overwhelmingly supported a two-pronged approach to address this challenge:
1. Provide reassurance through a service promise to WWS clients such that when they send their travelers to stay with us – if anything
goes wrong, we will make it right at the hotel level and the brand level in order to win and retain their business.
2. Help or compel the bottom performing hotels, which are compromising your revenue, to improve or leave the brand – provide more
support but also implement more severe, timely consequences for continued poor performance.
Your Governors also recommended that we move quickly on these two initiatives. What better time than the launch of our new logos to
implement a program that focuses on increased revenue from corporate clients while signaling to consumers that we are proud of our hotels?
In addition, they recognized the sizeable amount of revenue (particularly in the corporate segment) that we are not realizing (because of under-
performing hotels) and the urgency in taking corrective action.
We are hitting on all cylinders as a brand and achieving many breakthrough results. We are heartened and energized by our Governors’
discussion on how we can continue our momentum. After all our hard work, we are at the stage where we have earned the right to make a
service promise to our guests.
I know that the vast majority of you run great hotels, and you place high importance on minimizing guest complaints and resolving any
complaint that might arise. Isn’t it fair that everyone do the same? Not only is it the right thing to do to win more business, it’s our obligation.
After all, what is our brand promise?
Our guests who pay to stay at our hotels have the right to expect clean and comfortable rooms, as well as professional and caring service.
They should expect that if they bring any deficiency to our attention, we will make it right. If we can’t meet this expectation, we would destroy
our brand promise and Best Western would no longer be relevant or meaningful. And then, why would anyone choose to stay with us?
At our Convention in Hawaii, we will present the details of this two-pronged approach. Thank you for living our vision to, “Lead the industry
in superior customer care.”
A Service Promise“If something is not meeting your expectation, please let us know.
We want to make it right.”
DAVID KONG,
President CEO

THE BEST
OF THE BEST
COVER STORY
04 BEST WESTERN WAY

BEST WESTERN WAY 05
COVER STORY
Best Western has had a lot to celebrate in
recent years – the launch of five new hotel types
in North America (BEST WESTERN PLUS®
, BEST
WESTERN PREMIER®
, BW Premier CollectionSM
,
BEST WESTERN PLUS EXECUTIVE RESIDENCY®
and VībSM
), delivering superior revenue to its
members and achieving record-level RevPAR
Index, and earning a disproportionately high share
of industry awards. And, the victory dances for
this iconic brand are just getting started.
Best Western has emerged as a powerhouse in
the industry, earning several prestigious awards
and accolades. Over the past few years, Business
Travel News named BEST WESTERN®
and BEST
WESTERN PLUS as the best mid-price and upper
mid-price hotel chains. Best Western received
four consecutive Compuware Best of the Web
gold awards for the best hotel website and six
consecutive AAA/CAASM
Hotel Partner of the
Year awards. The brand’s loyalty program, Best
Western Rewards®
, also earned top honors for the
second year at the Loyalty360TM
Expo, including
the North American 360-Degree Platinum Award
and the award for Best Customer Insight in Loyalty
Marketing, among other recognitions.
Best Western Rewards recently celebrated
surpassing the 25 million-member mark and
has earned incredible honors over the past few
years. The program was recently recognized by
U.S. News World Report and J.D. Power
Associates as one of the top three hotel loyalty
programs. Best Western Rewards was also named
the “Up and Coming Program of the Year, Middle
East/Asia/Oceania” in the 2015 Freddie Awards.
For more than 25 years, the program has served
as one of the industry’s most generous rewards
programs where points never expire. It has the
lowest redemption thresholds for awards and is
one of the few loyalty programs that is truly global.
BEST WESTERN Atlantic Beach Resort Lobby, Miami Beach, Fla.

06 BEST WESTERN WAY
COVER STORY
“When our guests stay with us, they are enjoying
an award-winning stay, and that’s something to
celebrate,” said Dorothy Dowling, senior vice
president of marketing and sales for Best Western.
“We know these awards wouldn’t be possible
without our loyal guests and our hard-working
members.”
Best Western hotels also set new records for the
number of hotels earning TripAdvisor Certificates
of Excellence – 1,161 in North America and 1,808
globally, a 13 percent increase over last year. This
includes 1,051 Best Western-branded hotels in the
U.S. and 110 hotels in Canada. More than half of
our North American hotels have been recognized
– that’s four times higher than the industry average.
Additionally, 378 hotels received TripAdvisor’s
Hall of Fame recognition. Hall of Fame honorees
include those businesses that have earned
a Certificate of Excellence for the past five
consecutive years.
“Over the past 70 years, Best Western has been
on an incredible journey based on our founding
values of ‘Member Helping Member’ and ‘Treat
Guests Like Family,’” said David Kong, president
and CEO of Best Western International. “Unlike
many other companies that have faded away,
Best Western has evolved with time and is more
vibrant and successful than ever. At Best Western,
our best is yet to come!”
Examples of Recent Awards:
1. BEST OF THE WEB 2015
Best Western earned
gold status in the
C o m p u wa r e B e s t
of the web Awards
2015 for providing
outstanding digital
p e r f o r m a n c e b y
having one of the fastest and most reliable mobile
and website performance rankings in the hotel
section of the travel industry. This is the fourth
consecutive year Best Western has earned this
award.
“We realize the digital landscape is constantly
changing, and to be recognized as the industry
leader for digital performance for four straight
BEST WESTERN PREMIER Freeport Inn Suites, Calgary, AB

BEST WESTERN WAY 07
COVER STORY
years is truly an honor,” said Greg Adams, vice
president of business technology for Best Western.
“Our team is constantly striving to provide
the highest quality digital experience for our
customers and that includes offering the fastest
and most reliable hotel site in the industry,” said
David Velasquez, vice president of Information
Services.
2. AAA LODGING PARTNER OF THE
YEAR
Best Western was named
AAA Lodging Partner of the
Year for 2014. This is the
sixth consecutive year Best
Western has been awarded
this accolade, winning every
year the honor has been awarded since 2008.
AAA also named Best Western “Best in Marketing”
and “Best in Sales and Training.”
“Best Western International has enjoyed a
tremendous partnership with AAA and CAA
for nearly 10 years and have been named their
hotel partner of the year since 2008,” said Glen
MacDonell, managing director, loyalty and
partnership marketing for Best Western. “Our
partnership has really allowed us to connect
with the 55 million AAA and CAA members
across North America and has driven
substantial revenue to our member hotels.”
3. PLATINUM AWARD FROM
LOYALTY360
B e s t W e s t e r n
Rewards®
received
the overall 360-Degree
P l a t i n u m Awa r d ,
the Best Creative
Campaign in Loyalty Marketing Gold Award
and the Best Technology in Loyalty Marketing
Silver Award.
“Growing our loyalty program has been a
central strategy at Best Western and being selected
for the overall Loyalty360 award signals to
consumers that we’ve built one of the richest and
most engaging reward programs in the industry,”
said Dorothy Dowling, senior vice president of
marketing and sales for Best Western International.
“Loyalty programs are critical to consumer
engagement and building brand loyalty and we’re
grateful for the tremendous growth in membership
and continued loyalty of so many travelers who
call Best Western their home away from home.”
4. BUSINESS TRAVEL NEWS’ 2014
RANKS BEST WESTERN FIRST IN
MID-PRICE AND UPPER MID-PRICE
CATEGORIES
Business Travel
News selected
BEST WESTERN®
as the No. 1 mid-
price hotel company and BEST WESTERN PLUS®
as the No. 1 upper mid-price hotel company.
Best Western beat out brands such as Hampton®
,
Holiday Inn®
and Fairfield®
to take the top spot as
the favorite for business travel.
BEST WESTERN PLUS Sundial, Scottsdale, Ariz.

08 BEST WESTERN WAY
COVER STORY
5. BEST WESTERN REWARDS®
RANKS
IN THE TOP THREE IN OVERALL
CUSTOMER SATISFACTION WITH
HOTEL LOYALTY/REWARDS
PROGRAMS BY J.D. POWER
Best Western’s guest loyalty program, Best
Western Rewards, has been recognized as one
of the top three hotel loyalty programs according
to the J.D. Power 2015 Hotel Loyalty/Rewards
Program Satisfaction ReportSM
.
6. TRIPADVISOR®
2015 CERTIFICATE
OF EXCELLENCE
AWARDS
More than 1,800 Best
Western hotels globally
received TripAdvisor Certificate of Excellence
awards, a 13 percent increase over last year. In
North America, 1,161 Best Western properties
received a Certificate of Excellence. This includes
1,051 Best Western hotels in the U.S. and 110
hotels in Canada.
7. BEST WESTERN’S GUEST LOYALTY
PROGRAM RANKED IN TOP THREE
BY U.S. NEWS WORLD REPORT
Best Western Rewards has been
recognized as one of the top three
hotel loyalty programs by U.S.
News World Report’s 2015
list of the Best Hotel Rewards
Programs. This is the third
consecutive year Best Western
Rewards has earned a top spot by the publication.
BEST WESTERN Atlantic Beach Resort Lobby, Miami Beach, Fla.

BEST WESTERN WAY 09
COVER STORY
8. BEST WESTERN BRINGS HOME 30
ADRIAN AWARDS
In 2014, Best
Western won 30
awards from the
Hospitality Sales
and Marketing
A s s o c i a t i o n
International’s
(HSMAI) Adrian
awards, including two platinum and 15 gold for
excellence in advertising, public relations and
digital marketing.
9. BEST WESTERN RECEIVES 22
TRAVEL WEEKLY MAGELLAN
AWARDS
Last year, Best Western received 22 Travel
Weekly Magellan Awards, including 11 gold,
f o r o u t s t a n d i n g
advertising, public
r e l a t i o n s a n d
marketing efforts in
the travel industry.
This was the highest
number won by any brand in the industry.
10. BEST WESTERN REWARDS WINS
2015 FREDDIE AWARD
Best Western’s loyalty program, Best Western
Rewards, was voted “Up and Coming Program
of the Year” in the Middle East and Asia/Oceania
category of the 2015 Freddie Awards.
BEST WESTERN PLUS
Austin City Hotel, Austin, Texas

10 BEST WESTERN WAY
FROM OUR GUESTS
What does it take to leave a memorable impression with a guest? These guests will tell you as they recount
their unforgettable stays at Best Western-branded hotels.
BEST WESTERN –
MAKING LASTING IMPRESSIONS
My family and I recently had an extended stay at the BEST WESTERN PLUS Ahtanum Inn. We had a fire so our insurance
company suggested we stay there. What a great choice! The management and staff are outstanding. They were kind, professional,
thoughtful, friendly and more than we could have hoped for! Thank you again for making a tough situation much better! We
recommend your hotel all the time now. We look forward to staying with you again!
Sincerely,
Cristine
I wanted to say thank you again for yet another wonderful visit to the BEST WESTERN Ocean Villa
in Port Aransas, Texas. My husband, Larry and I were greeted by Jerri as soon as we walked through
the main lobby doors. She remembered us from last year. We chatted, laughed and visited a bit while
she checked us in and gave us our key cards to room 112. We always ask for this room; it’s a tradition
we hope to have for years to come. The whole place was spotless. Also, all the renovations done to the
lobby were so bright and so wonderful! We have mentioned this hotel to several family, friends and co-
workers. We’ll see y’all soon again!
Bye for now,
Rose Larry
Last April 15, we were guests at BEST WESTERN PLUS Bryce Canyon Grand Hotel and our stay was absolutely fantastic! From
our check-in, to our check-out – it was awesome. With the cleanliness, quietness, friendliness of the staff, choice and quality of the breakfast – I
could go on and on – our stay was a real pleasure and you are to be commended. We hope to be guests again in the future, and I will gladly
recommend your hotel to anyone.
Sincerely,
Cheryl Anne

Invest in a collection of
products that reflect your
sustainable commitment.
Living Green™
6174-1506
Online americanhotel.com/bestwestern
Call 1-800-323-5686
We’re proud to deliver on
Your Best Western®
experience
We’ve made our name by helping you deliver memorable guest experiences. From essential
products that meet your standards to our ease of ordering and delivery, we’re committed to
being your single source in hospitality.
Sign in and start ordering today!
Using your personalized Best Western® site, you’ll enjoy fast, easy ordering
with simple-to-use online tools, including order status, shipment tracking,
budgeting and favorites lists.
We have your brand-approved,
eco-responsible line of towels in
stock and ready to ship.
Green Towel Made
Exclusively for Best Western® NEW Martex® DryFast® bed-ready
linens are specially designed to dry
30% faster than regular sheets, which
saves time and energy costs.
Innovative Items
Turn to our growing private brand and a
lasting promise of quality and savings.
Some Registry items may not be applicable in Canada.
Registry®
Our wide variety of amenity offerings
gives you the luxury of choice.
Amenities
Online canadianhotelsupply.com/bestwestern
Call 1-800-950-9970

12 BEST WESTERN WAY
T
he U.S. Department of Commerce recently released an updated forecast for international travel to the U.S. and
projected that strong growth will continue through 2020. Visitors to the U.S. in 2015 are expected to increase
3.8 percent and reach 77.6 million visitors. By 2020, this growth would produce 96.4 million visitors. Countries
with the largest total growth percentages are China (163 percent), Colombia (54 percent), India (43 percent),
Brazil (38 percent), Mexico (37 percent) and Taiwan (33 percent).
With the growth of inbound Chinese tourists to the U.S. projected to increase by 27 percent per year through 2020, last
November, Best Western formed a partnership with Ctrip – China’s largest online travel agency. The partnership makes Best
Western a preferred hotel partner on Ctrip and will display all Best Western branded hotels worldwide to the Chinese travel
market, including more than 618 million Chinese internet users, in their native language.
”We are delighted to bring this powerful marketing and distribution partnership with Ctrip to our hoteliers,” said Dorothy
Dowling, senior vice president of marketing and sales for Best Western International. “As a trusted brand known worldwide
for outstanding service and value, Best Western looks forward to hosting a growing number of Chinese travelers.”
FAM TRIP
BEST WESTERN COURTS
CHINESE TRAVELERS
1
2
3
4

BEST WESTERN WAY 13
To help activate this business and increase awareness
of the Best Western brand in China, Best Western hosted
seven high-profile Chinese travel and business writers
and two members of the Ctrip team on a seven-day
familiarization (FAM) trip to North America. The goal of
the FAM trip was to increase Chinese media’s awareness
and familiarity with the Best Western brand, highlight
Best Western North American properties and its extensive
distribution, and encourage Chinese tourism to North
America, as well as to the Best Western brand globally.
Guests on the FAM trip included senior reporters from
China Business News, Xin Min Evening News, Oriental
Morning Post, Shanghai East Radio Company, China
National Radio, Tencent and CTCNN.com.
In addition to showcasing Best Western properties and
destinations, Best Western also highlighted its Preferred
Chinese Hotel Program with Ctrip. For a Best Western
hotel to be a preferred hotel for Chinese travelers, it must
meet a minimum criteria of offering free Wi-Fi, accept
Union Pay credit cards, provide an electric tea kettle in-
room for hot water, and offer breakfast items that include
congee or oatmeal, eggs and green and black tea.
The FAM trip started in Vancouver, Canada, where
the group stayed at the BEST WESTERN PLUS Chateau
Granville Hotel Suites Convention Center. General
Manager (GM) Anastasios Theodoropoulos and his team
hosted a beautiful welcome reception and the executive
chef pulled out all the stops creating a Chinese breakfast
menu featuring his modern take on a traditional congee
with BBQ pork. Working with Tourism Vancouver, the
group took a boat cruise of the harbor, rode the tram
to the top of Grouse Mountain, toured the Vancouver
Aquarium, and visited Granville Island.
The next stop on the North American tour was Seattle,
Washington, where the group stayed at the BEST
WESTERN PLUS Pioneer Square Hotel conveniently
located within walking distance to Pike Place Fish
Market. GM Mitchell Weitzman surprised the group
when they checked in with a gift bag of local products
unique to Seattle. While in Seattle, the group met with
the Seattle Convention and Visitors Bureau, toured the
city’s famous fish market, and visited the Space Needle.
From there, the group flew to Los Angeles and stayed
at the BEST WESTERN PLUS Sunset Plaza Hotel. Sales
Director Sonia Elias hosted a welcome reception and
tour of the property located in West Hollywood on
the Sunset Strip. The group had dinner at local favorite
FAM TRIP
IMAGE CAPTIONS
5
1. B E S T W E S T E R N P L U S C h a t e a u
Granville Hotel Suites GM Anastasios
Theodoropoulos and his team with the
FAM trip guests
2. Beverly Hills
3. Atop the Space Needle with Worldwide
Sales team members Julie Montiel and
Michele Ward
4. Touring Vancouver Harbor
5. Discovering the deliciousness of S’mores
6. Best Western China’s Lincoln Wang with
Worldwide Sales team members Paul
Rigazzi and Steve Hart and Best Western
Public Relations, Laura Cherry
7. Dinner in Scottsdale, Ariz. with Dorothy
Dowling and Wendy Ferrill
8. Beautifully plated Congee with BBQ
Pork in Vancouver
9. BEST WESTERN PLUS Stovall’s Inn
Chinese breakfast buffet served poolside
10. Inn at Sedona

14 BEST WESTERN WAY
FAM TRIP
Saddle
R a n ch C h o p H o u s e
where one brave Ctrip
executive rode El Toro,
the mechanical bull,
and the group had
their first experience
making and enjoying
s ’ m o r e s , a t r u l y
American dessert! The
next day, Worldwide
Sales team members,
Lisa Cully and Nayla
Sinclair, joined the
group for a jammed
packed day. The group met
with the Los Angeles Convention and Visitors Bureau,
received a VIP tour of the Grove, a guided tour of L.A.
tourist sights and ended with dinner at a local restaurant
on the beach.
Next stop was Phoenix where the group drove to
Sedona, stayed at the BEST WESTERN PLUS Inn of
Sedona and experienced the beauty of the area on a
Pink Jeep Tour. While in Phoenix, the group had dinner
in Scottsdale with Senior Vice President of Marketing
Sales Dorothy Dowling and Managing Director of
Worldwide Sales Wendy Ferrill. Staying at the BEST
WESTERN PLUS Sundial, the group was able to walk to
Scottsdale Fashion Square, and shop ‘til they dropped.
The final stop on the FAM trip was Anaheim and
the BEST WESTERN PLUS Stovall’s Inn. General Manager
(GM) Bill O’Connell and Sales Director Giohanna Waller
hosted a welcome reception and tour of the property,
and the group met with Visit Anaheim. That evening, our
partners at Disneyland hosted the group to a special VIP
experience in Disneyland, including a special viewing
of the electric light parade and fireworks show. The next
morning, before departing for the airport and the trip
back to China, the team at the hotel hosted a traditional
Chinese breakfast by the hotel’s recently remodeled
resort-style pool that featured congee with traditional
toppings such as pickled vegetables and tofu, tea eggs
and a true delicacy which the group was delighted to eat:
salted duck eggs.
To say the FAM trip was a success is an understatement.
All of the Best Western hotels that participated on
t h e F A M w e r e t r u e
ambassadors of
t h e b r a n d a n d
s h o w c a s e d t h e
diversity of hotels
t h a t t h e b r a n d
represents and the
wide distribution
that Best Western
has across North
America and the
world. Our hoteliers
really demonstrated
to our Chinese guests
that when you stay at
Best Western, you stay
with people who care.
6
7
8

BEST WESTERN WAY 15
FAM TRIP
9
BEST WESTERN CHINESE PREFERRED HOTEL PROGRAM
The Best Western Chinese Preferred Hotel Program has been created to encourage Chinese travelers
to choose Best Western hotels. Hotels that participate in the Chinese Preferred Hotel Program signal
to the Chinese traveler that the hotel welcomes them and will provide the types of amenities that will
ensure a comfortable stay. The minimum requirements to be listed as a Chinese Preferred Hotel are:
☛☛ Free Wi-Fi
☛☛ Accept UnionPay Credit Card
☛☛ Provide in-room electric kettle
☛☛ Offer Chinese food items for breakfast including congee or oatmeal, eggs and green and black
tea
☛☛ Additional amenities a hotel could offer to the Chinese traveler include:
❖❖ Hotel information translated into simple Chinese
❖❖ Chinese language newspaper
❖❖ Chinese language TV station
❖❖ Access to Chinese language translation services
10

16 BEST WESTERN WAY
UPDATE ON KEY INITIATIVES
PROJECTPARIS
REIMAGINES
BESTWESTERN'S
ONLINE
EXPERIENCE
The Global Digital Platform, also known as Project
Paris, is already transforming our consumers’ online
experience. Using a phased approach, this initiative
will completely redesign our digital platform,
including bestwestern.com, our mobile website
and mobile applications. During the first phase of
the project, launched in August 2015, new property
websites were created for more than 2,000 properties
across North America. These sites are already driving
revenue to Best Western properties.
In September, phase two of the project launches,
completely redesigning our mobile platform. We
will be introducing a new mobile website, which
will look great on smartphones and tablets, as well
as new mobile applications for Apple®
and Android ®
devices. Consumers will enjoy a clean, uncluttered
interface on their favorite mobile device, allowing for
simple and fast bookings. They will be able to narrow
options by rating, price and amenities. Additionally,
consumers will be able to compare up to three hotels
at one time, read other guest reviews, share results
with friends and family, and more. These new mobile
experiences will be delivered in English, French,
Italian, German and Spanish.
In early 2016, this new mobile experience will
be expanded to support desktop users as well. The
expanded website will be designed to ensure that all
consumers, regardless of the device they are using,
are viewing the same information optimized for their
specific device. In addition, property websites will be
refreshed and enhanced to incorporate the new look
and feel of the global site. Comprehensive booking
support will also be introduced.
Project Paris seeks to transform the Best Western
online booking process. It creates a seamless,
simple and enjoyable online experience designed to
increase bookings, build loyalty, and further elevate
guest service.
The eCommerce team will be onsite at our annual Convention in Honolulu, Hawaii, Sept. 27-30, to provide
educational sessions on how members can promote and manage property websites to drive more revenue to
their hotels. In the meantime, if you have any questions, please contact myhotel@bestwestern.com.

BEST WESTERN WAY 17
UPDATE ON KEY INITIATIVES
Best Western’s BestREVSM
system is up and running
and adding tremendous value to our hotels. “This
game-changing revenue management system is
increasing operational efficiency and allowing our
brand to remain competitive in today’s fast-paced
market,” said Ron Pohl, senior vice president, Brand
Management. The initial phases of the system have
been successfully rolled out to our North American
properties. The first phase, implemented in October
of 2014, introduced a 120-day demand forecast to all
hotels in North America. This feature projects what
a hotel’s daily occupancy percentage will be over a
120-day period. The second phase, rolled out in early
2015, added even greater flexibility and efficiency
to the system, through the introduction of the Travel
Price Optimizer (TPO). With this feature, key data,
such as competitor pricing and a hotel’s unique
demand forecast, is analyzed to generate optimal
price recommendations. To be eligible for this phase
of the system, hotels were required to complete a
special certification training. The next phase of the
system, expected to be available in October of 2015,
adds greater automation to the process through the
integration of the rate recommendations into the
Central Reservations System at the push of a button.
Additional phases will be implemented in 2016 when
property management system vendors complete
development to integrate the price recommendations
into property management system, saving hoteliers a
great deal of time in manually updating rates.
Although BestREV is relatively new to our hotel
family, it is already making a difference. “Since
returning from the District VII meeting in the
beginning of May, I pledged to follow the rate
recommendations and forecasting models provided
by BWI,” said Chad Milburn, general manager of the
BEST WESTERN PLUS Holiday Sands Inn Suites
in Norfolk, Va. “I have seen a 23 percent increase in
RevPAR for May 15 versus May 14. Looking forward,
the revenue pace for our peak season versus last year
is up as well. On June 2, 2015 I already have as much
on the books as I actually did for June 2014 with a
38 percent increase in revenue. The price optimizer
is going to be a great asset to our property, and I feel
it is going to be a game changer for competing in our
market.”
This state-of-the-art tool takes the guess-work out
of price-setting which means greater efficiency and
increased revenue to you. If you have questions,
need assistance, or have not completed your
certification training, please contact your revenue
manager at 800-766-9247 or send an email to
bestrev@bestwestern.com.
BESTREV
ROLLOUTCONTINUES
SM

18 BEST WESTERN WAY
IT SECURITY TOPIC
INTEGRATE INFORMATION
SECURITY INTO “BUSINESS
AS USUAL”
W h e n g u e s t s
s t e p i n t o B e s t
Western-branded
hotels, they have
set expectations for
their experience: a
safe environment,
tasty breakfast, fast
internet service, a
clean room and
a friendly smile from the staff. But perhaps one of the most
significant expectations guests have is the security of their
personal information.
Protecting customer data is crucial to building a trustworthy
relationship with guests and sustaining the integrity of our
brand. Best Western International is staffed with an Information
Security department that is committed to supporting this cause
on a global scale. However, every one of us in the Best Western
family plays a critical role in safekeeping guests’ information.
Taking on this task may seem complex, but we can accomplish
it together by simply integrating information security into
“business as usual.”
With over 4,000 hotels worldwide and millions of credit
card transactions processed on a daily basis, incorporating
information security into standard operating procedures is
essential to the core functioning of our business. When we keep
security tactics on the forefront of our minds and our actions,
we’re able to reduce our exposure to cybercrime, maintain
compliance with Payment Card Industry (PCI) standards, avoid
the clean-up costs associated with a security or data breach
and, most importantly, protect our customers and our brand.
As we learn to implement information security throughout
our everyday routine, it’s important to be aware of the common
security challenges we are often faced with and practice
simple, yet effective ways to mitigate our exposure to these
challenges. Let’s review each of these one by one.
COMMON SECURITY CHALLENGES
✖✖ Phishing: occurs when unsolicited requests for
information are sent electronically, such as emails that
bring in malware to our systems
✖✖ Social engineering: occurs when an individual
is seeking information for malicious purposes and
gatekeepers are not vigilant in their efforts to protect
confidential data
✖✖ Negligence: occurs when systems are not used with
caution
SIMPLE PREVENTION TACTICS
1. Protect a guest’s information like it was your own:
For example, when handling a guest’s credit card at the
front desk during check-in, place the card face-down after
a transaction to reduce its exposure to others.
2. Ask Yourself: “How is what I’m doing right now
impacting the brand?” When we ask ourselves this
question, we re-evaluate our actions to ensure we
handle matters in such a way that upholds Best Western’s
principles in high regard.
3. Proceed with Caution: It’s important to always question
or scrutinize a situation that could be of potential risk.
If you receive a request from an individual asking for
personal information, demonstrate extreme caution until
you can confirm the identity of the individual.
4. Timing is Everything: It’s inevitable that security risks
will arise. However, the sooner you report a concern, the
more likely you will be to resolve the situation. The longer
you wait to disclose an issue, the larger it can grow and the
more cumbersome it can be to resolve.
5. Avoid Negligence: It’s important we use available
resources that will help us make informed decisions when
operating systems. Create a strong login ID and password,
lock your computer while away from your desk, and
frequently update your antivirus software.
In an ever-changing technical environment, it’s critical that
we work together to form a united front against security threats
and defend Best Western’s position as a leader in hospitality.
Best Western’s Information Security team is hard at work to
support our brand, as well as provide the tools and resources
you need to play your part.
Be on the lookout for upcoming web-based security
awareness trainings that are scheduled to go live on
mybestwestern.com and on BWI University in late 2015. Also,
be sure to call the Corporate Helpdesk at 623-780-6680 with
any questions or concerns you may have. Our team is here
to help, and is committed to making information security
“business as usual” for Best Western-branded hotels worldwide.
DAVID VELASQUEZ,
Vice President, Information Technology

BEST WESTERN WAY 01
Service
PLEASE VISIT THE MARKETING SALES SECTION OF
MYBESTWESTERN.COM FOR MORE INFORMATION.
Each Best Western®
branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered service marks of Best Western
International, Inc. ©2015 Best Western International, Inc. All rights reserved.
*Guest required to present valid Military ID at check in.
**10% points matching is funded by Best Western International.
INTRODUCING BEST WESTERN SERVICE REWARDS®
, AN EXCLUSIVE
REWARDS PROGRAM DESIGNED TO HONOR ACTIVE AND RETIRED
MEMBERS OF THE ARMED FORCES AS WELL AS VETERANS.
There are over 2 million active duty U.S. and Canadian military personnel, as well as millions of
retired military and service veterans. Best Western Service Rewards attracts these travelers to
your hotel by offering:
• 10% or more off our Best Available Rate throughout North America*
• Automatic upgrade to Gold Elite status upon enrollment
• 10% match of their base-level Best Western Rewards points
to donate to military charities on the guest’s behalf**
®

20 BEST WESTERN WAY
BREAKFAST PROGRAM
GuestSatisfactionSoarswith
NewSignatureSeriesBreakfast
To be competitive and remain relevant to today’s traveler, it is
imperative for Best Western to stay in tune with guests’ expectations —
and today, guests want to be able to customize their experiences and
have options. When guests are asked what the most important factors
are in selecting a hotel, the top two responses are complimentary
breakfast and Wi-Fi.
To continue to evolve our breakfast program and provide guests
with a better breakfast experience, Best Western recently introduced
exciting new concepts through a test pilot program. Since May, more
than 160 hotels have adopted the Build Your Own Signature Series
Breakfast program, and the results have been phenomenal. Best
Western-branded hotels in the program have seen immediate results in
increased guest satisfaction scores and are receiving terrific feedback
through social media.
WHAT IS THE BUILD YOUR OWN SIGNATURE SERIES BREAKFAST?
The Build Your Own Signature Series Breakfast is a variety of simple
additions to your breakfast offerings that allow guests to customize
their breakfasts to their tastes. The program provides hotels with the
option to implement elements of the program that work best for them.
Breakfast concepts in the program include:
✪✪ Build Your Own Signature Breakfast Sandwich
✪✪ Build Your Own Oatmeal Bowl Signature Breakfast
✪✪ Build Your Own Waffle Signature Breakfast
✪✪ Build Your Own Yogurt Parfait Signature Breakfast
✪✪ Build Your Own Pancake Signature Breakfast
✪✪ Grab Go Breakfast
✪✪ Healthy Breakfast
The Healthy Breakfast option includes a gluten-free item and a
dairy-free item, while the Grab Go Breakfast provides an alternative
for guests who don’t have time to sit down for breakfast or missed
breakfast. For the Build Your Own Signature Breakfast concept,
BEST WESTERN®
-branded hotels should look to offer two of the
four Signature Series items, and BEST WESTERN PLUS®
and BEST
WESTERN PREMIER®
hotels may offer three or four signature items.
If you are currently providing a full-service breakfast, including
made-to-order foods, you are already providing the unique breakfast
experience that meets most guests’ expectations.
To help hotels easily adopt the Signature Series Breakfast program,
“starter kits” have been developed and include order instructions,
photos, scripting, and details on how to utilize any number of breakfast
enhancements.
Starter kits can be downloaded from mybestwestern.comHotel
OperationsFood BeverageBreakfast Starter Kits. Or, for more
information on how to implement the Signature Series Breakfast
program, contact your regional services manager.
Build Your Own Signature Breakfast Sandwich
Build Your Own Yogurt Parfait Signature Breakfast
Example of Grab Go Breakfast
“Very comfortable stay” ●●●●○
Best Western has the best free breakfast we have ever
had. The service was great and best of all the beds
were so comfortable I have back trouble so a good bed
is a high priority with me and this one was great.
“My experience at Best Western” ●●●●●
Very good location, friendly staff that works well with
guest, very cordial! The bed was fantastic! Also the
restrooms were very clean. The morning breakfast was
delicious with a wide verity to pick from!
“My experience at Best Western” ●●●●●
This hotel was perfect. I would recommend to anyone. Kids
loved the fresh cookies every day. Great breakfast. Pool
area was amazing. Staff was friendly and helpful. In a great
location close to a lot of restaurants and shopping. Will stay
at again very soon.

BEST WESTERN WAY 01
They may not want
to leave the room—ever.
TRANSFORM THE IN-ROOM EXPERIENCE FOR ALL YOUR GUESTS
• Full channel lineup with access to over 100 HD channels
• A simple and consistent guest experience in every hotel
• Advanced technology that is easy, ﬂexible, and compatable with all TV's
• Interactive on-screen channel guide
Call (855) 552-5620 today to get the best TV experience
at our best prices ever. Visit us at www.tvformyhotel.com
1 DRE HD Access and local channels are separate monthly charges. Local channels eligibility based on service address. HD programming requires a DIRECTV®
HD Receiver, HD television equipment and an HD Access fee of $0.75 per room per month. HD Access fee is required in order to receive any HD channel
within any package. Not all networks available in all markets. HBO®
, Cinemax®
and related channels and service marks are the property of Home Box Offce, Inc.

22 BEST WESTERN WAY
RENOVATION ROI
E
nhancing the design of your hotel’s furnishings not only
improves the look and feel of your property, but also
delivers incredible results for your business. Best Western
International’s Supply and Studio Design team joined
forces with the Strategic Planning team to demonstrate just how
much of an impact a hotel’s design can have.
The teams collaborate, continuously tracking U.S. properties
that completed renovations with BestWestern-endorsed suppliers.
Hotel redesigns vary from corridors and lobby areas to guest rooms
and pool decks. In their most
recently completed study,
81 properties were tracked
through the recording of
performance data 12 months
before renovation, during
renovation, and 12 months
following the renovation.
The findings of this study are
significant.
The redesigned hotels
benefited across the board as
they realized a quick return on
investment (ROI), continual
increases in revenue, higher
scores for Guest Room Public
Area (GRPA), higher Guest
Satisfaction Scores (GSS), and
improved TripAdvisor®
ratings.
While the investment costs
that go into a renovation can be substantial, the many newly
designed properties recouped their costs within only a year of
their expenditures. In fact, not only did the properties make their
money back, they have continued to experience a significant
increase in revenue. After the renovations are completed,
properties on average bring in an incremental amount of
$320,000 on an annual basis, which is a 21 percent overall lift.
The renovations have not only proven to bring customers in the
door, but have proven to satisfy them during their stays. Customer
feedback collected through Medallia showed that GSS ratings
increased by an average of six percentage points, and these scores
remain at a high level well after the renovations. Furthermore,
quality scores (overall GRPA) improved by an average 35 points,
representing a four percent gain.
The guests’ experience with the newly renovated properties
was also seen through ratings on the world’s largest travel site,
TripAdvisor. Properties that completed full guest room renovations
averaged a score of 4.14 out of 5, based on an average of 310
reviews per property. Prior
to the renovations taking
place, the average score
on TripAdvisor was 3.85.
Improved ratings correlate
with guests’ intent to return
and recommend hotels and
enhance RevPAR.
The compilations of these
results are a true testament to
design’s value in our hotels.
Great designs can create an
atmosphere in which guests
want to stay at the property
and continue booking with
Best Western. When guests
experience a well-decorated
lobby or guest room at a
property, they positively relate
it to their personal experience
with the hotel and the brand as a whole.
Our Supply and Studio Design team is made up of accredited
and talented design professionals who are equipped to bring
these same results to your hotel. From creating unique and
custom designs to strategizing the costs of renovation, the team is
here to provide you with the support you need to make a lasting
impression on your guests and drive business to your hotel.
Call Best Western Supply and Studio Design at 800-528-3601
(U.S.) or 800-297-8775 (Canada) today!
Designed to Deliver
TripAdvisor Excerpts
BEST WESTERN PREMIER Ashton Suites, Houston, Texas
“Absolutely stunning hotel. Beautiful in
every way. Architectural design, color
schemes, art work, carpeting, room
furnishings, comfortable bed and pillows,
gorgeous bathroom, loads of hot water,
employee friendliness and helpfulness
– all aspects of this property were way
above and beyond what was expected.”
- Deb J., a TripAdvisor traveler, BEST WESTERN
PLUS Green Mill Village Hotel Suites
“As I told the night manager: I have spent
a lot more money for hotels that aren’t
even close to being this nice. It has been
completely remodeled and is immaculate
with an upscale decor. The bed was super
comfy and it was very quiet. We had a
great night’s sleep and hope to have an
excuse to return. Wish I could give it more
than five stars!”
- Becky R., a TripAdvisor traveler, BEST WESTERN
Norwalk
“I love BEST WESTERN PLUS®; I travel for
a living, building cell towers and wouldn’t
stay anywhere else now that I see the
quality in comparison. I guess you could
say I’ve found my over-the-road hotel
home.”
- Carl K., a TripAdvisor traveler, BEST WESTERN
PLUS Red River Inn

BEST WESTERN WAY 23
RESPONSIVE SALES SOLUTIONS
Responsive Sales Solutions:
Increasing Market Share
There are many revenue
streams available to
member hotels such as
business travel, leisure
travel, online travel
agencies and others, so
why should a hotel focus
on group business as
well?
We encourage our members to actively pursue all business
opportunities that bring revenue to their hotels. By diversifying
the revenue streams into their hotels, it puts them in a position
to select what is the best business to take – be it most profitable
or filling an opening. Group business in particular can be
leveraged to fill gaps and create a base for hotels so that they
are able to maximize rate and occupancy.
What type of group customers does Worldwide Sales
work with and how are member hotels represented to
them?
Worldwide Sales works with customers who are a mutual fit
for most of Best Western-branded hotels. Our goal is to move
market share of this critical segment to Best Western. Some of
the group markets that we are currently focusing on include:
training, sports, entertainment, corporate and projects. The
Worldwide Sales team continuously works with our customers
to keep them updated on new members coming into the brand,
ensuring they understand the many benefits Best Western and
our member hotels offer. Our team also works closely with our
members to assist them in best positioning their bid to win the
business.
What if a member hotel doesn’t have availability or want
a particular group business opportunity?
If a hotel can’t accommodate a group for its requested dates,
we recommend the hotel offer alternative dates. Similarly,
if hotels can’t meet all the requirements a group asks for, we
recommend hotels bid on the business with what they can offer
and at a rate they determine would be applicable. Regardless,
it is always best to respond to all Request for Proposals (RFPs)
with either a bid or a decline. Don’t forget, it is not what you
can book, it is what you can move.
What can member hotels do to best position themselves
to win group business?
There are many things member hotels can do to position
their bids higher than their competitors. First, it’s important
that the member knows the customer may be getting quotes
from other hotels as well. Therefore, hotels will be bidding
against other hotels and should put their “best foot forward”
by understanding what their competitors will most likely bid,
highlighting the value adds their hotels offer, and giving a
professional, accurate and complete bid to the customer
quickly. This will definitely increase the percentage of closing
on group business.
How do members know what group rate to offer to
remain competitive while not bidding too low of a rate?
Multiple hotels and brands may very well receive the same
RFP. The member hotels should consider what their competitor
hotels will bid, but also consider what Flex Rate they are
offering over the group’s dates. The savvy meeting planner
will know the online rates a hotel is offering and, due to the
number of rooms, guarantee of revenue, possible food and
beverage spend, may expect a discount from the online rate.
We recommend taking into consideration the Flex Rate, the
discounts the hotel is already offering and using BestREVSM
and
the Group Displacement Tool (on mybestwestern.com). Best
Western revenue managers are also available to help evaluate
and give recommendations.
When the hotel wins the group business, what can they
do to best serve the group and help ensure they will want
to return to the hotel?
Securing repeat business is crucial to a hotel’s bottom line.
If customers experience exemplary hospitality and customer
care, it is more likely they will return. We recommend the hotel
have discussions with the group contact prior to the group’s
arrival to understand the group’s needs. This will help ensure
that the hotel is able to not only meet but exceed the customer’s
expectations. The new Groups Online and Passkey®
platforms
are extremely useful tools, making it easy to book a reservation
and give your guests a great first impression.
Any last words on group business?
Remember, group business opportunities continue to
increase, making it a great base business to help increase
RevPAR. Every lead is a revenue opportunity, so respond
quickly and competitively to win the business. Many groups
require only rooms, without meeting space, so any hotel can
be a group hotel. Lastly, if you’re not using Groups Online, look
into it. It can enhance customer service and free front desk staff
to take care of in-house guests.
WENDY FERRILL,
Vice President, Worldwide Sales

24 BEST WESTERN WAY
Say “Aloha” to the 2015 BestWestern
North American Convention!
T
he time has come! Our North American annual Convention is just around
the corner, and we’re gearing up for an incredibly memorable event. This
year, we’re headed to the beautiful and lively city of Honolulu, Hawaii. Join
us to hear about exciting brand developments, take advantage of exceptional
deals at this year’s trade show, and learn ways to support and grow your business
at our educational seminars. There will also be plenty of opportunities to reconnect
and network with your peers and colleagues at signature social events. This year’s
Convention will be one to remember. Don’t miss it!
NEW AND IMPROVED CONVENTION AGENDA
In an effort to make better use of our time together, we have adjusted the timing of key agenda
items. This year, Convention will feature a one-day General Session and our ever-popular trade
show will be consolidated into 12 hours over a two-day period. This newly-organized agenda will
allow you more time to enjoy and absorb all that the Convention has to offer. To view the full list
of agenda items on tap for this year, visit mybestwestern.com.
CONVENTION PREVIEW

CONVENTION PREVIEW
GENERAL SESSION
Be sure to join us for General Session on Tuesday, Sept.
29 as we celebrate our accomplishments and set the stage
for the many opportunities that lie ahead of us. Presentations
from Best Western’s leadership will provide updates on
key areas within the company and cover exciting brand
initiatives that will continue to position Best Western as a
leading competitor in hospitality. During General Session,
we will also honor members and staff who received an
award this year for their exceptional performance, as well
as those who are celebrating a 25 and 50-year tenure with
the Best Western brand.
EDUCATION SESSIONS
This year, there will be plenty of opportunities to
learn more about the topics that are important to your
business. In addition to the workshops offered throughout
the week, the agenda for Sept. 30 will focus entirely on
education. Learn about the tools and resources that are
available through Best Western and how they can be used
to benefit your hotel. Topics that will be covered in this
year’s sessions include: new property websites, marketing
techniques through Lynx®
/Central Reservations Office, Best
Western BestREVSM
, Best Western I Care®
, Certified Hotel
Administrators, Booking.com®
, Expedia®
, arrival and departure experience, design trends, credit
card acceptance best practices, internet marketing and social media tips, and essential strategies
for marketing success.
BEST WESTERN WAY 25
PRODUCT SHOWCASE
Shop ‘til you drop at this year’s
Convention trade show! This year’s
trade show has been condensed
into 12 hours over a two-day
period, so that you have more
time to shop Convention specials
with limited scheduling conflicts.
Whether it’s food and beverage
products or interior furnishings,
this trade show will have it all!
Here’s a sampling of the products
and vendors confirmed to be
exhibiting in Honolulu:

CONVENTION PREVIEW
❖❖ Whether you’re looking to renew your linens and towels,
refresh your hotel uniforms, or replace branded amenities, America
Hotel Register (AHR) is your one-stop shop for all your hotel
needs! AHR also carries the Green Towel made exclusively for Best
Western®
. With low freight minimums, AHR is sure to provide the
supplies you need at the prices you want!
❖❖ Check out the new and improved version of the required
I Care Clean®
Remote from New Remotes, Inc. The new design
offers increased durability, bigger buttons and a micro-smooth
finish. From Sept. 7 – Nov. 11, receive two free Clean Remotes for
every 10 purchased, with no limit!
❖❖ Considering replacing your floors? Today’s market trends
show that many guests prefer luxury vinyl tile (LVT) over carpet.
Mannington®
/Amtico®
uses new technology to provide LVT
flooring options that are visually appealing, easy to customize, and
provide the durability you need to accommodate stains and foot
traffic.
❖❖ Looking to update your breakfast area with the various
“Build Your Own” or “Grab Go” programs presented at Best
Western’s District Meetings? Hotel Signs is your one-stop shop for
the signage. From the easel signs to the wall mountings, they have
these in-stock and ready to go. To make it even easier, they are
offering free shipping for web orders from Sept. 7 – Oct. 16!
26 BEST WESTERN WAY
Room Display at 2014 Convention
Tradeshow in Toronto

BEST WESTERN WAY 27
CONVENTION PREVIEW
❖❖ Keep your hotel running smoothly with the help of Maintenance USA®
. They are the
featured plumbing supplier in Best Western’s design packages, and they also serve as a single-
source provider of quality maintenance, repair and operations products. They carry more than
100,000 product types including plumbing, HVAC, electrical, appliances and repair parts,
lighting, hardware, pool supplies, tools and sundries. Their expansive network of distribution
centers allows them to provide reliable next-day delivery service to 98 percent of the United
States. Receive free freight on orders from Sept. 7 – Oct. 15!
❖❖ Now is the best time to update your guest room furniture! For this year’s annual
Convention, Dubois Wood Products will be launching four new lines of case goods from their
brand new Dubois Studio Design Group. They offer both thermally fused laminate as well as
veneers in multiple finishes. These new lines are both contemporary as well as retro to give your
rooms a whole new look.
SOCIAL EVENTS
Our signature social events are sure to provide you with good food, good entertainment and
wonderful memories. Kick off Convention with a great start at the Chairman’s Welcome Party.
The event will be held the evening of Sunday, Sept. 27, on the beautiful grounds of the Hilton
Hawaiian Village. We will also celebrate the conclusion of Convention on Wednesday, Sept. 30,
with dinner and entertainment at the Hawaii Convention Center. You can’t miss it!

CONVENTION PREVIEW
Honolulu:
A Hawaiian
Paradise
Hosted in a different location each year,
Convention provides members the opportunity
to visit some of the many wonders that are
home to North America. With Convention
being held in Honolulu this year, there will be no shortage of scenic
landscapes and must-see attractions to explore during your spare time.
Honolulu is the capital city of Hawaii and is known for its performing
arts and entertainment, historic sites, museums and landmarks, and of
course, its magnificent scenery. This sophisticated and lively metropolis
is located between magificent mountains and the Pacific Ocean, and is
packed full of activities, attractions and events for travelers of all types.
When discovering Honolulu, Waikiki is a great place to start. This
famous neighborhood was once a vacation retreat for Hawaii’s kingdom
royalty, and today it is still a destination location for many people around
the world. Its beautiful beaches and oceanfront views, combined with its
fine international dining and shopping markets, make Waikiki a place of
all trades.
In addition to the beaches of Waikiki, Honolulu has an incredible
selection of beach parks, and hiking and walking trails, perfect for getting
some fresh air and taking in the gorgeous views of the city. While you’re there, check out Diamond
Head, an extinct volcano that offers one of the most popular walks in the area.
While Honolulu offers contemporary activities, it is also home to some of Hawaii’s most
historical treasures. Pearl Harbor was a staple battleground of World War II and one of Honolulu’s
most popular visitor attractions. The USS Arizona Memorial is a must-see site for many, as the loss of
this ship symbolized the beginning
of World War II. Also worth seeing is
the USS Missouri, a retired battleship
brought to Pearl Harbor in 1998.
Dating even further back than
World War II, Honolulu’s famous
‘Iolani Palace was built in 1882
as the residence of Hawaii’s last
monarchs, King Kalakaua and
Queen Lili`uokalani, and is the only
royal palace in the United States.
Experience the great city
of Honolulu by visiting these
attractions and many more!
28 BEST WESTERN WAY

Each Best Western®
branded hotel is independently owned and operated.
Best Western and Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2015 Best Western International, Inc. All rights reserved.
MORE DETAILS COMING SOON ON MYBESTWESTERN.COM
HONOLULU, HAWAII
BEST WESTERN CONVENTION
Best Western International
EXECUTIVE
RESIDENCY SM
SM
BEST
HOTELS
TRAVELREWARDS
SAVE THE DATE
SEPTEMBER 27 - 30, 2015

30 BEST WESTERN WAY
LAWRENCE CUCULIC
Get Involved:
Help Influence
the Lodging
Industry
the Brand for
the Better
Lawrence Cuculic
SENIOR VICE PRESIDENT GENERAL COUNSEL
YOUR EXPERIENCE, perspective
and insight matter. From time to
time, Best Western notifies you of
important legislative matters that merit
your attention and engagement. The
purpose of this article is to encourage
you to be involved when you can
make a difference.
You can help bring about positive
change for your business and our
industry by sharing with your peers,
business partners and lawmakers
what is important to you. There are
countless ways to lend your voice, and
I encourage you to do so. Consider,
for example, the negative impact
that short-term vacation rentals like
Airbnb, VRBO®
, Home Away®
and
others are having on your business.
These entities are largely unregulated,
unlicensed and generally unpermitted;
they frequently avoid paying lodging
taxes; they operate in residential
neighborhoods causing zoning
problems; many do not have the health
and safety precautions in place that
are required of hotels and that protect
guests; they are diverting affordable
housing away from neighborhoods;
and they are taking market share away
from your hotels. You can help make a
difference in your community – whether
the topic is Airbnb, new local and
state lodging taxes (e.g., Georgia and
Oregon), municipal wage increases,
health and safety regulations, or any
number of other matters – by voicing
your concerns to your local and state
lawmakers. You can send a letter or
email to your mayor, city council
member or state legislator; attend
and participate at local town hall
meetings and stay active and engaged
in your community and state lodging
associations, while encouraging your
fellow hoteliers to do the same.
Make similar efforts with respect to
matters of national importance, such as
protecting consumers from deceptive
online bookings, immigration and
healthcare reform, federal minimum
wage and overtime matters, human
trafficking, cyber security, and many
more. The American Hotel Lodging
Association (AHLA) lobbies in
Washington D.C. and across the
nation on behalf of its members and
often invites them to testify before
congressional committees on issues
of concern to the lodging industry. The
government affairs division of AHLA
also sponsors the “hotelLOBBY,”
a program that introduces AHLA
members to resources and relationships
to help them participate in the debate on
important legislative initiatives. Under
the “hotelLobby” program, AHLA

BEST WESTERN WAY 31
LAWRENCE CUCULIC
“There are
countless
ways to
lend your
voice, and I
encourage
you to do
so.”
notifies its members of congressional
town hall meetings in their areas,
provides guidelines on hosting a visiting
congressperson for a “heart of the house”
hotel tour, and helps them establish
relationships with their elected lawmakers.
To get involved with the “hotelLOBBY,”
visit ahla.com Government Affairs
HotelLOBBY.
Although many of you might fear having
to go to court – and most of the time I’d
agree that being associated with the words
“defendant” or “lawsuit” is the last thing
you would want – the judicial process
may offer another path to help protect
and shape the industry and your business.
Consider the case we advised you about
this winter: Patel v. City of Los Angeles,
involving a Los Angeles ordinance that
forced hotels to collect certain information
from guests (e.g. name, address, number
in party, vehicle information, rate charged,
room assigned, arrival and departure
time, etc.). That ordinance also required
hotels, if asked, to immediately disclose
this information to law enforcement
without question and without a valid
search warrant. Failure to turn over such
information could have subjected hotel
operators to a misdemeanor punishable by
up to six months in jail and a $1,000 fine.
A California hotel operator challenged
this law in court, arguing that warrantless,
onsite inspections of hotel records violated
the Fourth Amendment’s protection against
illegal searches and seizures. The case was
appealed all the way to the U.S. Supreme
Court, which agreed that the ordinance
was unconstitutional, holding that the
ordinance unlawfully precluded hotels
from seeking pre-compliance judicial
review of an officer’s request to search
hotel records before being punished for
non-compliance, meaning a hotel who
refused to give an officer access to his or
her guest registry could be, in the words of
the U.S. Supreme Court, “arrested on the
spot.”
By challenging the ordinance in
court, the hotel operator in Patel helped
strengthen the view that hotels have
certain privacy and property rights in
their records, and while the decision does
not give hotels a free pass on having to
collect certain guest information or on
cooperating with law enforcement, it
has nonetheless also helped to protect
hoteliers from being arrested, going
to jail, or having to pay a fine merely
because they might want to challenge law
enforcement’s demand for information or
ask for a search warrant. Going to court
can, therefore – for the right cause – serve
as another mechanism for protecting and
shaping the industry for the better. Please
understand, I am not proposing that
anyone seek the remedy of a court upon
a whim or impulse. It is always preferable
to engage in constructive dialogue and to
resolve any matter by agreement.
It should also go without saying, of
course, that you do not have to go to
court or Capitol Hill to get involved.
Best Western offers numerous brand-
level opportunities for you to help guide
the brand into the future, from sharing a
“best practice” with your fellow members
on the “Best Practices Message Board”
at mybestwestern.com or completing
the Best Western annual membership
satisfaction survey, to attending and
participating in your District Meetings
and our annual Convention, participating
at Co-Op meetings and regional
service manager roundtables, voting on
membership ballots, and to always being
there for your fellow members consistent
with Best Western’s guiding principle of
“Member helping Member.”

32 BEST WESTERN WAY
DOROTHY DOWLING
The Brand
Evolution
Continues
WE HAVE BEEN on a
remarkable journey. The
Board of Directors work
to clean up our brand, the
introduction of descriptors,
the growth of hotel types,
and the investments you
have made in your hotels
have fueled our branding in
extraordinary ways, moving
us way beyond where we
have been.
THE VOICE OF THE
CUSTOMER
I always try to anchor
myself in the voice of the
customer. Listening to the
voice of the customer is the
key to understanding where
we need to be as a brand.
As I travel the country and
talk with customers, and as
we conduct focus groups to
understand how they view
our brand, it is clear that
they are not recognizing the
kind of change Best Western
has been through. People
still do not see us as the
contemporary, industry leader
that we are. We have to find
ways to tell consumers that
we are a new Best Western
and encourage them to take a
second look.
ASSERTING OUR PLACE IN
THE MARKET
Part of our challenge is that
we have to be bolder and
more assertive about our
positioning in the market.
We have come a long way
in the last ten years. Our
members have invested
Dorothy Dowling
SENIOR VICE PRESIDENT, MARKETING SALES

BEST WESTERN WAY 33
DOROTHY DOWLING
“Repositioning
our brand in
the marketplace
is a critical step
to our success.”
significantly in their products.
But in order to receive the
recognition we deserve from the
consumer, we must be assertive
in our voice and be willing to
stake our claim in the industry.
We must own that we are a
contemporary, relevant brand.
We must find ways to shout out
our accomplishments so that our
customers can really see them.
We need to create opportunities
to let them know that Best
Western has arrived.
Our brand has been on an
extraordinary journey. Our
collective work has given
us unprecedented industry
recognition, and we continue
to build momentum. However,
if we are to reap the full
benefits of our investments and
signal change to the customer,
more work needs to be done.
Repositioning our brand in the
marketplace is a critical step
to our success. This process,
however, cannot fall on our
members alone. As we confront
our challenges, it is our job to
not only work with members
to identify solutions, but to
provide resources and deliver
comprehensive plans.
With this in mind, we will be
introducing a change to how
customers see us – how our
brand is represented visually.
This change is meant as a strong
signal of the extraordinary
changes that have already taken
place within our brand.
THE BEST WESTERN WAY
At Best Western, we have
always grown and evolved
t o g e t h e r. We h ave b e e n
successful because of the
collaborative approach we have
always taken as an organization
– this approach is a part of our
DNA. As we move forward, we
are committed to staying true to
our identity and providing our
members the infrastructure and
tools they need to be successful.
As we continue to build
relevancy and our standing in
the industry, we will do so in the
same fashion we always have,
together.

34 BEST WESTERN WAY
RON POHL
Changing
the Face
of Our
Brand
OUR MEMBERS are always willing
to do the heavy lifting to ensure
that our brand performs at a higher
level. At Best Western, we are deeply
committed to our members and their
success – and we are committed to
doing our share of the heavy lifting. We
are focused on enhancing our image,
driving revenue, and continuing the
significant momentum that our brand
has been experiencing. There are a
number of positive changes underway
to give our members the tools they
need to succeed and to further fuel our
growth.
DEVELOPMENT FOCUS
CONTINUES
Best Western has experienced
incredible success from a development
standpoint, including the successful
launch of VībSM
and the BW Premier
CollectionSM
. We are also making
progress in moving from a conversion
brand to a new construction brand.
This not only creates the halo effect
for all member hotels, it also increases
asset value.
Ron Pohl
SENIOR VICE PRESIDENT, BRAND MANAGEMENT
Our key focus areas are primary and
secondary markets – urban locations
that will strengthen our corporate
business. We need to have hotels
where corporate travelers need to be.
Development is identifying the right
location, in the right market, with
the right product. This has been our
strategy and it is paying dividends. It
has been a challenge to convince the
development community and lending
institutions to view Best Western as a
viable brand in many of these primary
and secondary markets. Through
our continued focus, we are making
headway and are penetrating these
markets.
Many hotel developers today are
focused on upper-midscale and
upscale projects. We see a unique
opportunity in the midscale market
and are creating a new, midscale
prototype. This prototype will be
available for new construction projects
and will have a similar hip, boutique
style that VībSM
offers, but at a lower
cost and targeted for secondary and
highway locations. These hotels
in highly visible locations will be
billboards for our brand. Additionally,
mixed-use development, combining
elements of BEST WESTERN PLUS®
and BEST WESTERN PLUS EXECUTIVE
RESIDENCY®
,
has accumulated a lot
of interest, and we have three projects
under development today.
STATE OF THE ART EDUCATION
TRAINING
Education and training has been a
key focus for years, but we now see
new opportunities to enhance our
training efforts. We are working to
provide the latest in online technology
for education and training. Our goal is
to provide greater ease and flexibility
for hotel staff and allow them to use
our programs in new and unique
ways. As part of our education and
training overhaul, we will be replacing
our current learning management

BEST WESTERN WAY 35
RON POHL
“ We are
deeply
committed to
our members
and their
success –
and we are
committed
to doing our
share of the
heavy lifting.”
system (LMS). This system is outdated and
cumbersome. We must ensure that our
members have the right solutions for their
needs, both now and into the future.
We are also working on the next
evolution of our Best Western I Care®
program. With this program, we will
continue our focus on all aspects of
customer care, from the moment our
guests check in, through their stay, to their
departure. We will be rolling out new
trainings in a variety of formats including
video, online and property level. These
resources will give our members the tools
they need to move closer to achieving our
vision.
ENHANCING THE ROLE OF
REGIONAL SERVICE MANAGERS
(RSMs)
At Best Western, we are constantly
thinking about how we can help our
hotels perform at a higher level. Last
year, we conducted a very successful
pilot program at 93 hotels in which
we created two groups of RSMs, each
serving a different function. One group
was responsible for providing consulting
services to the hotel, while the other was
solely responsible for inspections and
the quality assurance (QA) process. This
separation of duties produced extremely
positive results. When separated from the
QA process, the group of RSM consultants
were able to focus on items that the Voting
Member and general manager viewed as
important. They were able to create action
plans and provide additional follow-up.
The members who participated in this pilot
gave positive feedback, overwhelmingly
reporting that this approach was better
than the previously combined visits. More
interestingly, hotels that participated in
the pilot also experienced increased
RevPAR performance, greater customer
satisfaction, and higher QA.
This pilot demonstrates that there is a
significant value added when the role
of the RSM is expanded from inspector
to consultant. However, in order to
implement this program on a broader
scale, we need to find a revenue-neutral
funding source. One such approach is
to use an industry-leading third-party to
perform the inspections process. A third-
party is more accurate, consistent, and
unbiased in their approach. This method
would also allow us to benchmark against
other industry-leading companies.
Enhancing the role of RSMs at hotel
properties allows them to take a greater
leadership role. It allows them to engage
with other Best Western departments, from
Revenue Management to Marketing
Sales, to develop meaningful action plans
for hotel improvement. Allowing our RSMs
to serve as consultants ultimately leads
to greater hotel profitability and higher
customer satisfaction.
RETHINKING YOUR BREAKFAST
PROGRAM
As I mentioned at District Meetings,
breakfast enhancements are still first and
foremost in the eyes of the customer.
According to recent surveys, 70 percent
of U.S. leisure travelers consider getting
a complimentary breakfast as extremely
or very influential in their selection of a
hotel or resort. We know that creating
an exemplary breakfast experience is not
about providing more food, but providing
a variety of foods and reconsidering what
we offer. Guests today want customizable
breakfast options in an appealing
atmosphere as well as the ability to grab-
and-go.
For the past several years, Best Western
has been experiencing a remarkable
resurgence as a brand. This resurgence has
been due in large part to the significant
investments made by our members. The
steps we are taking as a brand, whether
through our development strategy or
modernizing our delivery of education and
training programs, are designed to further
enhance our brand image and give our
members the tools they need to succeed.
Together, we are forever changing the
face of this brand. Thank you for always
supporting these initatives.

Become a Rider-Friendly®
hotel before the next Riding Season. Sign up
today by visiting the Harley-Davidson section of mybestwestern.com.
To learn more about Best Western’s partnership with Harley-Davidson or
the Rider Friendly programs, please contact the Best Western Partnership
team: marketing.partnerships@bestwestern.com
Harley-Davidson, Harley, H-D, the Bar and Shield logo, and H.O.G. are among the trademarks of H-D U.S.A., LLC. Each Best Western®
branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered service
marks of Best Western International, Inc. ©2015 Best Western International, Inc. All rights reserved.
RIDERS = REVENUE
BEST WESTERN MOTORCYCLE RIDER PROGRAM
Best Western is proud to be the official hotel partner of Harley-Davidson®
Motor Company,
the leading motorcycle manufacturer in the world with a strong, unique brand culture.
Last year, motorcyclists spent over $11 million at Best Western branded hotels through
various motorcycle rider programs. With these special programs and so many hotels located
along scenic highways and popular interstates, growing revenue has never been easier.

BEST WESTERN WAY 37
GREEN UPDATE
✿✿ Eco-friendly icon. If your hotel has taken steps to become green, but you don’t have Best Western’s eco-friendly icon
on bestwestern.com and related websites, then take the required steps to obtain it. Properties in compliance with
at least one of the national or international eco-labeling programs for the hotel industry, such as
AHLA’s green guidelines, can display the icon. Once in compliance, simply fax the certification
document to Best Western’s Electronic Data Services (EDS) at (623) 780-6419 or email it to
eds@bestwestern.com. When received and verified, the eco-friendly icon will be placed on
bestwestern.com.
✿✿ New property website. Along with displaying Best Western’s eco-friendly icon, be sure
to include a description of your hotel’s green initiatives and practices in your marketing
message of your new property website. You can also promote it in your overview
description. For assistance with this, contact your digital marketing consultant.
✿✿ TripAdvisor’s GreenLeaders program. Properties that qualify as a TripAdvisor GreenLeaderTM
will be awarded a badge on TripAdvisor, and their green practices will be showcased on their
TripAdvisor property page. You also receive a framed certificate that you can display at your hotel.
Properties must reapply every two years to ensure that their TripAdvisor GreenLeader recognition is
current and accurate. There are four tiers at the TripAdvisor GreenLeaders level: bronze, silver, gold and platinum.
✿✿ Signage/logos. For example, if you have received TripAdvisor’s framed GreenLeaders certificate, the
Green Key®
certificate, or any other signage from a third party eco-labeling company, be sure to
display it near the front desk/lobby. Also, many eco-labeling companies, such as Green Key, will
allow you to put their logo in your email marketing and program email footers.
✿✿ Events. Sponsor green events at your hotel or in your community, such as on Earth Day each
year.
✿✿ Green organizations. Team up with organizations that help save the environment and
promote green services.
✿✿ Facebook. Create a post letting guests know you are eco-friendly. Even better, add a photo of
something at the hotel that shows you are green.
✿✿ Press Release. Send press releases to local news companies, chamber of commerce, convention
and visitors centers, and your local paper when eco-friendly certifications are achieved. This will
get the word out to your local community of your green initiatives.
✿✿ Guest directory. Add an insert into your guest directory outlining all the green programs you do at your hotel. Contact
your regional services manager for a sample guest directory insert.
howtopromoteyourgreen hotel
Is your hotel a “green” hotel? If so, you want people to know about it. According to research done by
Phocuswright, a leading hospitality research firm, 44 percent of U.S. travelers consider the environment when
making travel choices.
So, what can you do to promote your hotel to this substantial group of guests looking for eco-friendly lodging?
Don’t let your green efforts get overlooked; use these tips to help get the word out about your eco-friendly
property. Hotels that practice and promote themselves as being green have an advantage over the competition.
Here are some ideas:
®

38 BEST WESTERN WAY
NORTH AMERICAN DEVELOPMENT
WELCOMETHE NEWEST MEMBERS OF THE BEST WESTERN FAMILY!
The World’s Biggest Hotel Family®
continues to bring quality hotels into the fold. The following properties were activated
between May and July 2015, with three BEST WESTERN®
and 14 BEST WESTERN PLUS®
hotels joining the brand.
• BEST WESTERN PLUS Fort Stockton Hotel, Fort Stockton,
Texas
• BEST WESTERN PLUS The Inn Suites at Muskogee,
Muskogee, Okla.
• BEST WESTERN PLUS North Savannah, Port Wentworth, Ga.
• BEST WESTERN PLUS Blaine at the National Sports Center,
Blaine, Minn.
• BEST WESTERN PLUS La Mesa San Diego, La Mesa, Calif.
• BEST WESTERN PLUS Gallup Inn Suites, Gallup, N.M.
• BEST WESTERN PLUS College Station Inn Suites, College
Station, Texas
• BEST WESTERN PLUS Desert Poppy Inn, Lancaster, Calif.
• BEST WESTERN PLUS Lincoln Inn Suites, Lincoln, Neb.
• BEST WESTERN PLUS LaGuardia Airport Hotel Queens,
Corona, N.Y.
• BEST WESTERN Fort Lauderdale I-95 Inn, Ft Lauderdale, Fla.
BEST WESTERN Maple City Inn, Hornell, N.Y.
• BEST WESTERN Mulberry Hotel, Mulberry, Fla.
• BEST WESTERN PLUS Leamington Hotel
Conference Centre, Leamington, Ontario
• BEST WESTERN PLUS Bowmanville,
Bowmanville, Ontario
• BEST WESTERN PLUS Sawridge Suites, Fort
McMurray, AB
• BEST WESTERN PLUS The Arden Park Hotel,
Statford, Ontario
UNITED STATES CANADA
Here’s a breakdown of total activated Best
Western properties in North America as of June 2:
• BEST WESTERN= 1,229
• BEST WESTERN PLUS= 810
• BEST WESTERN PREMIER= 26
• TOTAL= 2,065
BEST WESTERN PLUS La Mesa San Diego, La
Mesa, Calif.
BEST WESTERN PLUS College Station Inn
Suites, Texas
SOME OF OUR NEWEST HOTELS:

BEST WESTERN WAY 39
NORTH AMERICAN DEVELOPMENT
BEST WESTERN PLUS
LaGuardia Airport Hotel Queens Corona, N.Y.
Located one block from Citi Field, the home of the New York Mets, and only a short train ride to the bustling
Manhattan Grand Central Station and Times Square, this hotel provides ultimate access to the New York City
experience. Guests can easily enjoy great shopping, major sporting events, entertainment, music and art, with
internationally renowned dining choices all around.
Guests who stay at the BEST WESTERN PLUS LaGuardia Airport Hotel Queens will be within minutes of some of
the country’s most iconic sites – from the Empire State Building to the Statue of Liberty and Central Park. The hotel
also provides easy access to Long Island, Manhattan, Brooklyn and the Bronx. New York City will be at your fingertips
in this modern, beautifully designed 89-room hotel.
SPOT-
LIGHT
ON
BEST WESTERN PLUS North Savannah Port
Wentworth, Ga.
BEST WESTERN Ft. Lauderdale I-95 Inn Ft.
Lauderdale, Fla.
BEST WESTERN PLUS LaGuardia Airport
Hotel Queens

40 BEST WESTERN WAY
MEMBER NEWSMEMBER NEWS
MEMBER
NEWS
INTERNATIONAL PROPERTIES NOMINATED FOR HIGH HONORS
This past July, two international properties were nominated for the 2015 World Luxury Hotel Awards. The BEST WESTERN
PREMIER The Haven Ipoh, located in Perak, Malaysia, was nominated in three categories: Luxury Family All-Inclusive Hotel,
Luxury Hotel – Best Scenic Environment, and Luxury Suite Hotel. The BEST WESTERN PREMIER Indochine Palace, located in
Vietnam, was nominated for Luxury Hotel – Asia. Congratulations on these prestigious nominations!
BEST WESTERN HOTEL OWNER
TURNS 100
Alice Dobson, part owner of the BEST WESTERN
PLUS Evergreen Inn Suites, located in Federal Way,
Wash., turned 100 years old this July. Alice, who is
known as Miss Alice to her hotel family, is living life
to the fullest. She lives at the hotel full-time and is not
afraid to pitch in and help wherever she is needed.
From cleaning up after breakfast to cheerfully greeting
guests as they walk through the door, Alice is always
there to add her unique charm and helping hand.
“Miss Alice is our Wonder Woman,” said Dafne
Fernandez, front desk agent. “We all enjoy her
wisdom, advice on how to treat customers, and life
experiences.” Alice does not plan on slowing down
anytime soon. She takes pride in her age, health and
daily contributions to the hotel. Happy birthday, Miss
Alice!

BEST WESTERN WAY 41
MEMBER NEWS
BEST WESTERN HOTEL PARTNERS WITH LOCAL NONPROFIT
Like many nonprofits, Our House, Inc., which provides residential, employment and recreational services to
adults with developmental disabilities, depends on the community for support. BEST WESTERN Murray Hill Inn,
located in New Providence, N.J., has been providing this key support for more than 20 years. Our House, Inc.
works with local businesses to provide employment opportunities to its residents. The BEST WESTERN Murray Hill
Inn has welcomed residents of Our House with open arms, serving as a site for job sampling, student internships
and full-time/part-time positions. “The team at Murray Hill Inn believes in the mission and goals of Our House,”
said Catherine Colford, director of development at Our House, Inc. “We are very grateful for their long-term
commitment to us.”
KIDS ARE “CHECKING-IN” AT FLORIDA BEST WESTERN
The BEST WESTERN Fort Walton Beach Hotel launched an all-new kids “check-in” program, offering a friendly and
welcoming experience from the moment they enter the beachfront hotel. While parents are checking-in, the little ones can
check-in, too, at their own check-in station. The station offers fun activities, such as coloring, drawing and other fun-filled
games. The program is available for children three to 10 years old and is designed to give kids a playful and interactive
welcome to the beach. The hotel also features kid-friendly movies nightly.
Left to right: Kerry Lee, general manager, BEST WESTERN
Murray Hill Inn, Audrey Pavone, housekeeping, Susan
Lindsley, room attendant, Debra Wright, Our House, Inc.
Gabriela Lopez, front desk manager, helps kids “check-in”
to hotel.

42 BEST WESTERN WAY
MEMBER NEWS
TEEING UP IN SUPPORT OF
THE COMMUNITY
The BEST WESTERN PLUS Perth Parkside
Inn Spa, located in Perth, Ontario,
Canada, sponsored the 11th Annual Legacy
Golf Tournament, supporting the Perth
and District Community Foundation. The
tournament raised more than $13,000,
with proceeds funding numerous local
charities. The funds will be used to
support community projects in the areas
of education, health, environment, social
development, arts, culture and recreation.
Left to right: Donna Hinton, owner, Janet Lavery,
corporate sales, Brent McPherson, maintenance
manager
MAKING WISHES COME TRUE
The BEST WESTERN PLUS Dartmouth, located in
Nova Scotia, Canada, is not only providing first-rate
hospitality, but they are also making dreams come
true for children with life-threatening illnesses. The
hotel has partnered twice with the Make-A-Wish
Foundation®
to provide children and their families
with magical experiences. This year, the hotel hosted
Dewey, a six-year-old boy struggling with serious health
issues. Dewey’s wish was to visit Dartmouth and go
on a shopping spree at a local mall. The team at the
BEST WESTERN PLUS Dartmouth sprang into action,
busily preparing the hotel for Dewey’s memorable stay. The team focused on every detail, decorating Dewey’s room with posters,
SpongeBob SquarePants-themed games, and LEGO®
toys. The best part though, was the child-size bed they moved into the room
and covered with special “The LEGO Movie” bedding. While at the hotel, Dewey enjoyed a pizza party, swimming and getting
special gifts from the whole team. The hotel also worked with the Make-A-Wish Foundation to coordinate Dewey’s all-day shopping
spree. Dewey and his family were taken by limousine to the mall and were treated to an exciting day of nonstop shopping. “The
more we meet these children that we have the opportunity to help in the smallest way, the more it helps us grow as a team here at
the hotel,” said Ron Miller, general manager. “To be able to help those a little less fortunate than ourselves makes such a difference
in how we approach our day-to-day lives afterwards.” Thank you, Ron, and your whole team for making a difference.
Dewey (left) with General Manager Ron Miller
(right)

BEST WESTERN WAY 43
MEMBER NEWS
Solar panels being installed at the BEST
WESTERN Inn at the Meadows. Photo courtesy of
Neil Kelly Co.
PORTLAND BEST WESTERN AMONG THE FIRST TO
GO SOLAR
BEST WESTERN Inn at the Meadows became one of the first hotels in
Portland, Ore. to “go solar” by installing 400 photovoltaic panels on the
roof. The panels will supply about 30 percent of the electricity for the 146-
room hotel, which is owned by two local brothers, Steve and Albert Lee.
“We looked into solar for many reasons,” said Albert Lee, manager of BEST
WESTERN Inn at the Meadows. “With the current energy incentives and
tax benefits, installing solar panels is a cost-effective choice. Additionally,
our family and many of our guests care about the environment. We are
proud to have the opportunity to do our part in lessening the hotel’s carbon
footprint.” In addition to saving costs, the environmental benefits of this
project include avoiding more than 100,000 pounds of carbon emissions
annually, which is the equivalent of removing 15 passenger vehicles from the
road or planting 1,500 trees every year.
MANAGER OF THE YEAR AWARD
Mike Readman, general manager of the BEST WESTERN PLUS Dryden
Hotel and Conference Centre, located in Dryden, ON, wins Manager of
the Year Award at the Dryden District Chamber of Commerce Business
Excellence Awards. Congratulations!
RAISING FUNDS FOR CHILDREN’S CENTER
The BEST WESTERN PLUS Dryden Hotel and Conference Centre,
located in Dryden, ON, answered the call to support children in their
community by sponsoring the 12th Annual George Jeffrey Children’s
Centre Soapbox Races this June. Both children and parents came out for a
day of racing and fun, all in support of the George Jeffrey Children’s Centre.
This year, the event raised an incredible $33,000, while providing an
exciting and memorable community event. The funds will aid the Centre
in its mission of enriching the lives of children and families with diverse
special needs. “We are very honored to be a part of this event,” said Norm
and Lorraine Bevilacqua. “This year is our hotel’s 40th anniversary and we
felt what a better way to celebrate than by getting involved with this great
event, investing in the future of the children at the Centre, and giving back
to the community.”
Left to right: Dennis Niittynen, Mary Anne Comuzzi,
executive director of George Jeffrey Children’s Foundation,
Norm Bevilacqua Governor, District III - Region 32, Lorraine
Bevilacqua, Ryan Ross, SNAPP lead (Superior North
Association of Professional Paramedics)
Left to right: Mike Readman, Stewart Brown (award presenter)

44 BEST WESTERN WAY
MEMBER NEWS
FRONT DESK AGENT WINS TOP HOSPITALITY
AWARD
This May, Stanley Frances, front desk agent at the BEST WESTERN Hotel
Suites in Cocoa Beach Fla., received the Tourist Development Council’s
Hospitality Specialist of the Year award. He credits a strong team and a
service-oriented attitude for his success.
OF MICE AND MINIONS – AND TURTLES!
There was fun and prizes to go around at the Best Western Florida –
Reservation Agent Marketplace Presentation in Phoenix this summer. At this
event, hotels had the opportunity to showcase their properties to the agents who
book their rooms. Hotels from all over Florida traveled to Phoenix to participate.
At the event, attended by 150 travel agents, agents had the opportunity to tour
a presentation room and visit the informational tables of participating hotels.
Hotels brought along fun give-away items including Minions®
, turtles and stuffed
Mickey Mouse®
toys, making this event fun and enjoyable to all who attended.
IN MEMORIAM
Best Western notes with sadness the passing of the following members of our hotel family. Our thoughts and
condolences are with their loved ones.
J.W. (Jack) Hansen passed away on July 12, from a lengthy illness. During Jack’s long tenure with Best Western,
he spent many years as general manager and Voting Member of the BEST WESTERN Chateau Granville Hotel
in Vancouver. Jack also operated and marketed numerous Best Western sites, traveling highways and skyways
to represent properties located throughout British Columbia and Alberta.
Satwinder Bhola passed away on Monday, August 17. Satwinder has been a part of the Best Western family
since 2008. He served in various roles at the BEST WESTERN Annawan Inn, including his position as Voting
Member, general manager, director of sales and sales champion. Satwinder was also an active member in the
Illinois co-op.
Valerie Gallo, director of sales, BEST WESTERN
PLUS Windsor Gardens Hotel Suites

FINAL BWW_FALL_2015

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to FINAL BWW_FALL_2015

Similar to FINAL BWW_FALL_2015 (20)

FINAL BWW_FALL_2015