Phoenix, AZ, Jan. 5, 1997---The largest hotel brand in the world and the largest conference resource firm in the world are joining forces to tackle the lucrative meetings business.

A new partnership between Best Western International, Inc., and Helms Briscoe is expected to generate several million dollars in room night sales during its first year, according to Managing Director of Worldwide Sales Eric Otto.

Otto says, "This is exciting." "We are exploding into the meetings market, driven by the combination of Best Western facilities and locations and the global Helms Briscoe sales network and professional hospitality experience."

Helms Briscoe, he explains, has assembled a team of experienced hotel and conference professionals to help meeting planners book the best possible locations for their events. More than 70 professional sales people, working in 34 global sales offices, are now selling Best Western properties.

Each Helms Briscoe office now refers group requests, leads and inquiries for Best Western hotels to Best Western Direct. This in-house sales group then contacts the appropriate property for a rate quote and determines meeting space and guest room availability.

If the specifications meet the planner's requirements, a contract will be executed between the hotel and the meeting planner. The contract is then facilitated by Helms Briscoe. Best Western Direct also issues a confirmation to the property detailing the room nights, rates and meeting specifics.

To support this partnership, Best Western will produce special marketing collateral pieces for monthly mailings to Helms Briscoe clients. Meetings information on the Best Western Internet site, which provides a direct link to the Helms Briscoe site, will also be expanded.

"This is a promising and profitable partnership for thousands of fine Best Western hotels," says Otto. "It capitalizes on the true advantages Best Western hotels offer meetings such as convenient locations, consistent quality and high value. Additionally, it makes arranging a business meeting, regardless of its size, considerably easier.

Best Western International, Inc., is a membership-driven organization that has supported hoteliers with a variety of services to ensure competitive pricing, quality accommodations and consistent dedication to guest satisfaction for 51 years. Best Western International is the world's largest lodging brand with nearly 3,800 hotels in 75 countries and territories throughout North America, South America, Europe, Asia, Africa, the Middle East and the South Pacific.

Visit Best Western International's Web site:  http://www.bestwestern.com