SureStay Expands to 52 Properties

PHOENIX—Since the launch of Best Western Hotels & Resorts’ new franchise model—SureStay Hotel Group—the brand has 52 properties worldwide and a pipeline of 45 more.

Best Western Hotels & Resorts embarked upon a brand refresh in 2015, spearheading the creation of eight new global brands, totaling 11 brands now, within the portfolio. Best Western Rewards (BWR) revenue contribution for North America SureStay/SureStay Plus Hotels is at 36.1% currently, and Best Western’s reservations system, LYNX, has delivered 40.2% of bookings, and total brand contribution is 62.3% YTD through February, according to the company.

“On the heels of Best Western’s transformative brand refresh, our brand remains committed to identifying opportunities for growth and evolution that foster the needs of today’s travelers and developers,” said David Kong, president and CEO of Best Western Hotels & Resorts. “SureStay Hotel Group was introduced to provide reliable guest experiences and quality hotel products in the upper-economy/lower-midscale market, and the tremendous results SureStay has realized demonstrates that we’ve achieved exactly what we set out to do.”

“We spent a lot of time listening to the needs of developers as we designed SureStay Hotel Group and what we heard was they wanted fair franchise terms, a decent fee model, and best in class support,” said Ron Pohl, COO and SVP of Best Western Hotels & Resorts. “The result is the creation of a brand that has far surpassed our expectations in growth, quality and scale.”