Best Western
| Company type | Subsidiary |
|---|---|
| Industry | Hotels |
| Founded | 1946 |
| Headquarters | , U.S. |
Number of locations | 4,700 (worldwide) |
Area served | Worldwide |
Key people |
|
| Revenue | US$247,000,000 (2019) |
Number of employees | 1,254 (2012) |
| Parent | BWH Hotel Group |
| Website | www |
Best Western International, Inc. manages the Best Western Hotels & Resorts brand, licensing it to a network exceeding 4,700 hotels worldwide. With its headquarters located in Phoenix, Arizona, the franchise encompasses over 2,000 properties across North America. Established in 1946 by entrepreneur M. K. Guertin, the company’s leadership as of December 2021 is under CEO Larry Cuculic. It continues to operate as a nonprofit entity owned by its franchise members as of 2018.
The company began its international expansion in 1964 when Canadian hotel owners joined the network, later extending into Mexico, Australia, and New Zealand by 1976.
In 2002, Best Western International launched the Best Western Premier brand in European and Asian markets. By 2011, the brand architecture was refined into a three-tier system: Best Western, Best Western Plus, and Best Western Premier, aimed at improving segmentation within the marketplace.
History
Following World War II, Best Western originated from a referral system among independent California hotel operators created by M.K. Guertin in 1946. The name was chosen to emphasize its initial focus on locations west of the Mississippi River. By 1962, Best Western had established the only nationwide hospitality reservation service in the United States and became the largest motel brand by 1963, with a membership of 699 properties and more than 35,000 rooms.
Originally collaborating with Quality Courts (now Choice Hotels) to cover eastern U.S. markets, Best Western initiated its own expansion eastward in 1964 under the "Best Eastern" name. By 1967, all affiliated hotels adopted the "Best Western" brand along with the Gold Crown logo, cementing its status as the "World's Largest Hotel Chain" during the 1970s.
The "Gold Crown" emblem was introduced in 1964 and underwent several updates until it was replaced by a blue and yellow logo in 1996. In 2015, a new family of logos was unveiled to align with its multi-tier brand strategy.
In February 2019, Best Western acquired WorldHotels, adding roughly 360 hotels and more than 81,000 rooms to its portfolio. This acquisition resulted in the creation of BWH Hotel Group as the parent organization managing both brands, thereby broadening global reach and market presence.
Legal dispute
Although Best Western once described itself as a cooperative membership association, it ceased using this term around 1985 after judicial rulings classified it as a franchisor, notwithstanding its nonprofit designation. In the case of Quist v. Best Western Int'l, Inc., 354 N.W.2d 656 (N.D. 1984), the North Dakota Supreme Court determined that Best Western functioned as a franchisor and was therefore subject to applicable regulations and laws.
Best Western GB
Best Western GB originated in 1978 when Interchange Hotels, a consortium of independent hoteliers in the UK, began operating under the Best Western brand as an affiliate of Best Western International. Presently, there are more than 260 Best Western hotels throughout Great Britain.
Best Western Australia and New Zealand
In 1981, Homestead Motor Inns from Australia partnered with Best Western, leading to the inclusion of "International" in the company name. In 2007, Best Western Australia secured the rights to oversee Best Western properties in New Zealand from the Motel Federation of New Zealand, strengthening the brand’s quality standards and market reach. The group now comprises 205 locations—194 situated in Australia and 11 in New Zealand.
Best Western Myanmar (Burma)
Best Western International entered the Myanmar market on May 21, 2013, by taking over management of the Green Hill Hotel in Yangon, marking its inaugural property in the country and expanding its global footprint.
Corporate design
As of August 2023, BWH Hotels features 19 distinct brands and logos. Since its inception in 1948, the Best Western logo has been updated approximately 13 times, with the most significant redesign occurring in 2015 when the crown element—present since 1962—was removed.
In 2010, Best Western divided its principal brand into three separate tiers: Best Western, Best Western Plus, and Best Western Premier. From 2014 onward, an additional 12 brands were launched, bringing the total to 15 unique brands with individual logos showcased on its website.
In February 2019, Best Western expanded its portfolio by acquiring the WorldHotels Collection, incorporating four luxury segments—Luxury, Elite, Distinctive, and Crafted—thereby boosting its presence in premium market sectors.
Brands
Best Western manages a total of 19 brands grouped into six categories designed to serve various market niches and optimize global operations and market penetration.
Aspirational
- WorldHotels Luxury
- WorldHotels Elite
- WorldHotels Distinctive
- WorldHotels Crafted
Collection
- BW Signature Collection
- BW Premier Collection
Boutique
- Vīb
- Sadie by Best Western
- Aiden by Best Western
Timeless
- Best Western Premier
- Best Western Plus
- Best Western Hotel & Resorts
- Glō
Value
- SureStay
- SureStay Plus
- SureStay Collection
Extended Stay
- Executive Residency by Best Western
- @HOME by BWH
- SureStay Studio