Best Western Hotels & Resorts has announced its third soft brand and its 11th brand in total, as the hotel collective looks to draw more guests within the upper-midscale lodging sector.
BW Signature Collection by Best Western has two hotels: the Brooklyn Way Hotel (formerly the Best Western Prospect Park) and Vermont's Killington Mountain Lodge. The division looks to have at least 100 hotels in operation or in its pipeline by 2020.
The new brand is Best Western’s third soft brand after its upscale BW Premier Collection and its midscale SureStay Collection by Best Western. Best Western says the independently owned and operated hotels will benefit from the company’s global reservations system, revenue-management tools and trade show sales support.
The hotels in the new division will be required to maintain a TripAdvisor score of at least 4.0.
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