Best Western Unveils New Global
Standards; Sixteen Amenities and Services
Now Policy Worldwide
LOS ANGELES - Jan. 16, 2001 - Best Western International, the world�s
largest hotel chain with nearly 4,100 properties in 83 countries, today
kicked off its 55th anniversary celebration with what is believed to be
the hotel industry�s largest launch ever of quality and brand enhancement
initiatives.
�In a world where success is measured by vision,
innovation and commitment, Best Western is truly the hotel brand on the
move,� said Jim Evans, president and CEO, Best Western International. �Over
the past few years, Best Western has quietly been reinventing itself. As
one of the oldest and most recognized brands in the hotel industry, our
North American members and international affiliates felt that our 55th
anniversary was the ideal occasion to reintroduce our revitalized brand,
and announce our impressive list of major new initiatives.�
�While each initiative is important and impressive individually, as
a group, they are arguably the largest product quality undertaking of its
kind in the hotel industry.
Because of our size and multi-national reach, this undertaking�the largest
ever by a single hotel brand�will enhance the quality of the hotel industry
worldwide.�
Best Western today reported on these important brand initiatives around
the world at more than 10 press conferences on three continents and tomorrow
will take its message along with its thanks for using the brand to some
5,500 travel agencies and key accounts around the world. Best Western owners,
affiliates and employees will make these personal visits in Austria, Canada,
China, Denmark, France, Germany, Great Britain, Greece, Luxembourg, Hong
Kong, Israel, Italy, Japan, Mexico, the Netherlands, New Zealand, Portugal,
Spain, Sweden, Switzerland and the United States.
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Jim Evans
President and CEO
James P. Evans was named to the senior staff in October
1998, the seventh to hold that position since Best Western was founded
in 1946.
Prior
to Best Western, he served in a series of increasingly responsible positions
in the hospitality industry, ranging from property level marketing, sales
and management positions to senior corporate staff positions. Most recently,
he served as senior vice president of Operations for the Promus Hotel Corporation,
Memphis, Tenn., and as executive vice president of Operations for Double
Tree Hotel Corporation.
From 1975 to 1996, he was with the Hyatt organization,
rising from director of Sales and Marketing at the Hyatt Regency in Cambridge,
Mass., to senior vice president of Sales and Marketing for Hyatt Hotels
& Resorts. He also spent three years with the Sheraton Corporation
as director of sales at their properties in Kansas City, Mo., and Northbrook,
Ill.
A native of Mattoon, Ill., Evans is active in a number
of professional organizations, including the American Society of Association
Executives (ASAE), and the Professional Convention Management Association.
He has served on the boards of both organizations and, in 1996, was named
chairman of the ASAE Foundation, the first non-association executive to
hold that position.
Honors include General Manager of the Year and Sales Director
of the Year while with Hyatt. In 1991, Business Travel News tapped him
as one of the 25 Most Influential Executives in the Travel Industry.
Evans holds a Bachelor of Science degree in business from Eastern Illinois
University, Charleston, Ill. |
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New �Best Requests� Global Standards
�Best Western guests look to our properties for uniqueness and variety.
Member hotels are not �cookie cutter� units typical of many hotel chains.
Our hotels reflect the charm and appeal of their local markets,� Evans
noted.
New research revealed that Best Western - as the world�s largest hotel
chain - had a unique opportunity to improve guest perception and usage.
In a groundbreaking Best Western research study, some 1,400 travel agents
and customers selected what basic items are most important to hotel guests.
Interestingly, survey results were remarkably similar on the three continents
where research was conducted. �Because this is what our guests asked
for, we are pleased to introduce our new �Best Requests� global amenities
and services. We�re making them policy worldwide. A set of �Best Requests�
amenities and services (16 in North America and 14 internationally) will
be fully implemented in North America by October 1, 2001 and January 1,
2002 internationally,� said Evans.
The �Best Requests� include:
1) Continental or hot breakfast available on-site ��Because
of the diversity of our properties and differing customs, our members agreed
that breakfast should be available at every property, whether it is full-
or limited-service. Because of differing customs and laws in 83 countries,
it was impractical to offer free or discounted breakfast globally, however
many properties chose to offer a free or discounted breakfast, � Miller
said.
2) Dataport connection in all guest rooms ��With more and more
guests using portable computers, we�re providing easy connectivity on a
global basis,� said Miller.
3) Free long distance access (International � not applicable
due to differences in telecom services and tariffs)
4) Free local calls under 30 minutes (International � not applicable
due to differences in telecom services and tariffs) ��Few things irritate
a guest more than the often prohibitive cost of a local telephone call,�
said Evans. �This �Best Request� solves that problem.�
5) Coffee/tea maker in all guest rooms with complimentary coffee/tea
and condiments (International � in room or on request) ��One global
trend the human race seems to share is the need for something hot with
caffeine in the morning,� noted Evans. �We estimate that our guests will
make more than four million gallons of coffee or tea a year.�
6) Iron and board in all guest rooms (International � in room or
on request). �Everyone, from CEOs to road warriors, wants to
look their best on the road,� said Evans.
7) Hair dryer in all guest rooms ��This �Best Request� is especially
important for international travelers,� said Miller. �With the various
international standards of voltage, not to mention the added weight and
space taken up in your suitcase, the ability to leave your hair dryer at
home knowing you�ll find one at your Best Western is a great benefit.�
8) 50 percent minimum of rooms designated non-smoking (International
� 20 percent) ��Overwhelming consumer demand mandated this �Best Request�,�
said Miller. �At many of our properties the percentage will be much higher.�
9) Complimentary toiletries available upon request � razors, shaving
cream, sewing kits, toothpaste etc. ��There is nothing worse than discovering
you forgot to pack your toothpaste,� said Evans. �Our guests now will be
able to request, free-of-charge, such items as sewing kits, razors, shaving
cream and other personal care items.�
10) Guest room TVs to offer at least one English language channel
with international news ��As we become more globally oriented, our
guests want access to information that impacts not only the local country
but the whole world,� Evans pointed out. �The most universal language in
the 83 countries in which we currently operate is English.�
11) Bottled or canned water available on-site, 24-hours-a-day.
�Packaged water has become one of the world�s most popular beverages,�
Miller said. �Best Western will have bottled or canned water available
at every property.�
12) Photocopy facilities available on-site during normal business
hours��Approximately 50 percent of our guests travel for business reasons,
and we want to provide them with the tools and services that will make
them the most productive,� Evans said. �Many of our hotels offer full business
centers and other services as well.�
13) King size beds available in a minimum of 10 percent of rooms
(International � Queen size bed). �Guests want the same comforts that
they have at home, and we intend to provide them,� Miller said. �Like many
of our other �Best Requests�, this is a minimum standard, with the vast
majority of our hotels, especially in North America, offering a much higher
percentage of king-size mattresses.�
14) Clock in all guest rooms ��While generally thought of as
a common item, this standard guarantees that every one of our 300,000 hotel
rooms has this important item,� said Evans. �Consistency and quality go
hand-in-hand, and we are focusing on both.�
15) Music provided in all guest rooms (e.g. clock radio) ��Music
helps relax weary travelers,� commented Miller. �Our goal is make our guests
as comfortable as possible from the moment their stay begins.�
16) Shampoo requirement upgraded to bottle (no packets) ��Best
Western will offer bottled shampoos in all guest rooms,� said Evans. |
�The Best Western brand has unparalleled global distribution. While
many of our properties already have many or most of these features, establishing
truly global product standards enhance product consistency and increase
guests� confidence about what to expect at every one of Best Western�s
4,100 global properties,� Evans added.
Development Advances - 400 new hotels worldwide
in 2001
�Best Western has stepped up its efforts to add quality properties on
a global basis,� said Evans. �We seek to add a careful blend of new properties
and converted existing properties to our brand. We expect to add, or sign
agreements with affiliates for, more than 400 new member properties in
2001, a record for the brand. In addition to enhancing our quality assurance
process around the world, we are placing more emphasis on new construction
to help keep our product fresh.�
North America will lead new development activity,
with the planned addition of more than 165 properties, compared to 149
U.S. properties added in 2000. Leading target markets will be New York,
N.Y.; Chicago, Ill.; Atlanta, Ga.; Dallas, Texas; Washington, DC; Orlando
and Miami, Fla.; Phoenix, Ariz. and Las Vegas, Nev. Activity also is expected
to be significant in California, South Carolina and Indiana.
Best Western will target areas where the brand is under-represented
and can add properties to raise visibility and awareness. Markets include
a mix of urban, airport, resort and roadside properties. International
development will account for approximately two-thirds of the expected expansion.
The brand will open its first hotel in Hong Kong this year, one of nine
new countries or territories expected to fly the Best Western flag by year-end.
The Best Western Rosedale on the Park-Hotel and Suites will feature 274
rooms and suites and also will be Hong Kong�s first Cyber Boutique hotel.
The hotel will offer |
Virtual Hotel Prototype
To support the new construction initiative, Best Western
recently introduced a virtual hotel prototype program to help hotel developers
conceptualize design plans and quickly bring new Best Western properties
to market. The proprietary, computer-based program allows Best Western�s
development team to
demonstrate several �point-and-click� design options
and then take prospective developers on a 360-degree virtual tour based
on client specifications. Elements include hotel interior and exterior
designs which can be adapted to meet geographical preferences, lot-size
and individual preferences.
�Our strength as a brand is that our hotels are not �cookie-cutter�
designs, where every property looks alike. Each hotel is unique and reflects
its national and local market tastes,� said Binkele. �The introduction
of global standards to our hotels in 2001 will increase our guests� confidence
about what to consistently expect from each of our hotels. �Best Requests�
are 16 (14 internationally) amenities and services ranging from continental
breakfast available in every hotel to irons and hair dryers to telecommunication
and copy services.� |
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45 suites, concierge floors and state-of-the-art technology, including
broadband Internet access, DECT (digital enhanced cordless telephones)
and WebPhone (Internet touch-screen telephones).
Approximately 140 new Best Western hotels are planned to open in Europe
in 2001. France is expected to be the leader with more than 20 properties,
followed by Great Britain and Italy. Greece, Turkey, Austria, Sweden, Switzerland,
Germany, Norway and Spain are each expected to add between five and 10
new member properties. The brand will enter Croatia and Liechtenstein for
the first time in 2001.
Nearly 40 new properties are expected in Mexico, Central and South America.
Brazil and Mexico each are expected to add between five and 10 properties.
Further South American development will also occur in Bolivia, Paraguay,
Belize, Ecuador, Guatemala and Nicaragua. Activity is expected to
be robust in the Far East. More than 20 hotels are expected to open as
Best Western properties, led by the People�s Republic of China and South
Korea. Four new countries will join the Best Western membership, including
South Korea, Taiwan, Singapore and the Maldives. Australia will continue
its growth with the addition of more than 10 hotels, which will bring the
total in that country/continent to more than 250 properties. Nearby New
Zealand is expected to add at least 10 new properties in 2001.
South Asia continues expansion with India leading the way. Sri Lanka
is expected to have its first Best Western in operation by year-end.
Further Harnessing e-commerce
In addition to trip planning/mapping tools and an on-line customer feedback
section added earlier this year, Best Western today launches two new enhancements
to its popular consumer Web site. These include an updated Gold Crown Club
International (GCCI) Web site and a new electronic newsroom. Bestwestern.com
is already one of the hotel industry�s most successful with approximately
10 percent of all reservations booked on-line.
GCCI, the chain�s frequent traveler club, is one of the few truly global
hotel frequency programs. Club members worldwide can earn points toward
exciting awards at more than 4,100 Best Westerns throughout North America,
Europe, Central and South America, New Zealand and Australia. Guests worldwide
can now browse complete club details including how to earn and redeem points
for numerous awards. Best of all, consumers can now sign up and receive
their unique membership number on-line. In addition, GCCI members can obtain
their current account balance and have the ability to view club award and
benefit descriptions.
Best Western�s electronic newsroom debuts today and features the latest
news from the global brand, fact sheets, executive bios, news on corporate
programs, speeches and an image library.
Best Western at 55
Evans noted that Best Western hoteliers now are more unified in terms
of branding and quality initiatives than ever before in the chain�s 55-year
history. �Best Western is different from any other hotel brand because
we are a membership association, rather than a franchise organization,�
he said. �We have member entrepreneurs leading the company and talented
management teams in place around the world to strategize and focus Best
Western�s efforts. It�s a powerful combination, as evidenced by our stable
and strengthening brand,� Evans said.
Best Western is the world�s largest hotel chain with nearly 4,100 hotels
in 83 countries and territories. It is a membership association of independently
owned and operated hotels that provides marketing, reservations and operational
support to its member hotels.
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