Northstar

www.travelweekly-asia.com 17 OC TOBER 2018 TRAVEL WEEKLY ASIA I T B A S I A S H O W D A I L I E S 17 Best Western aims to stay ahead of the disruptors Best Western international CEO and president, David Kong says only if the world's largest hotel chain "thinks and acts like a disruptor" will it maintain its competitive advantage in the hotel industry. "We need to think about what is happening around us that might cause us to become irrelevant," he said during a panel discussion at HotelsWorld in Sydney. Kong says the best disruptors are those who can think into the future, and look for quantum improvement. In the case of Best Western its efforts to remain relevant have included the launch of new brands, taking the total number of brands worldwide to 11, embracing 4,200 properties. Kong believes Best Western cannot have too many brands because "they meet the multiple needs of travellers", and offer choices that help to build loyalty. The group has changed to a Property Direct Relationship status for its Australia and New Zealand properties, effectively day-to-day management – where there will be a significant focus on expanding the brand's footprint and growth of the Best Western Rewards membership – currently around 35 million globally. In those territories where Best Western operates PDR offices, hotels have given high marks in their annual surveys in the areas of sales support, marketing support, revenue management, revenue delivery and communication, according to Best Western International. "We've taken the territory back and are no longer working with partners in Australasia," said Kong. "It creates scale, it creates tremendous energy and efficiency to work this way." Managing Director of Best Western Australasia, Graham Perry, promises, "You'll be hearing a lot more from Best Western Australasia into the future as we deliver on our commitments to our hoteliers, including building scale and expanding our profile and exposure. We'll be demonstrating Best Western truly is 'The Place to Be', for our guests, our hoteliers and our team." By Ian Jarrett "Best Western has become a one-stop solution for hotel owners and developers across Asia." – OLIVIER BERRIVIN, MANAGING DIRECTOR, INTERNATIONAL OPERATIONS - ASIA, BEST WESTERN INTERNATIONAL In the United States, Best Western has invested US$2 billion into updating properties with contemporary style and modern amenities. New logos and signage were introduced as part of the evolution, resulting in a year-over-year increase in guest satisfaction ratings. On the heels of its first US opening, Best Western's upscale urban-hip hotel brand Vīb is on the move, with a robust pipeline of upcoming hotels in destination hotspots such as Miami, Chicago, Los Angeles, Denver, Orlando, Calgary and Bangkok, where Vīb Sanam Pao will open in October. "By offering today's travellers a boutique hotel experience, complete with unique social engagement and technology integration, the Vīb brand is enriching the travel experience and is truly representative of today's Best Western." said Ron Pohl, senior vice president and COO for Best Western Hotels & Resorts Pohl said over the past 10 years, Best Western has launched initiatives designed to deliver industry-leading service "and put our guests at centre stage". "The results of these initiatives speak for themselves, as we continue to see an increase in brand loyalty with our Best Western Rewards membership realising gains of 13% annually since the beginning of the refresh." VISIT BOOTH: Q10 In Asia, Best Western has been busy across several countries, including Japan where it is launching a new mid-scale hotel in the heart of Tokyo's Akihabara district, the home of Japan's famous otaku culture and electronics shops. Located in the Chiyoda ward of downtown Tokyo Akihabara is the spiritual home of Japanese youth culture, with colourful consumer electronics stores lining the streets, alongside shops and cafés specialising in manga and anime. "Buzzing with life day and night, Akihabara is one of Asia's most exciting and iconic urban areas," said Olivier Berrivin, Best Western managing director of international operations – Asia. Best Western currently operates more than 50 hotels and resorts across South-east Asia and Japan, covering five of its global brands with at least 30 new properties in the pipeline. "From modern midscale and upscale hotels to cutting-edge millennial concepts, extended-stay options and soft brands covering three different market segments, Best Western has become a one- stop solution for hotel owners and developers across Asia," Berrivin added. The lobby of Vīb Sanam Pao

• Cover