Northstar

www.travelweekly-asia.com | 7 The new decade has barely begun, yet Best Western has already a red carpet's worth of announcements — starting with their fresh corporate identity: BWH Hotel Group (BWH). The name cleverly combines the initials of Best Western and WorldHotels, which Best Western fully acquired in 2019. Already proving a powerful asset, the WorldHotels acquisition instantly added about 300 members into BWH's portfolio and filled the brand's only remaining gap: upper-upscale and luxury markets. "Until 2015 we had three core brands — midscale Best Western, upper-midscale Best Western Plus and upscale Best Western Premier. WorldHotels' global collection played a critical role in the rounding off our portfolio," says Olivier Berrivin, Managing Director of International Operations, Asia. Today, 18 distinct brands comb every market sector from economy to luxury, plus a curated selection of specific brands for targeted traveller segments, elevating BWH as a "truly global hospitality group". Birth of a new era Following 2019's WorldHotels' buyover, the hospitality magnate's global footprint shows no signs of slowing down — with a focus on Vietnam, the Philippines, Indonesia, Japan and Thailand. With BWH's regional office in Bangkok, plus strong local relationships with owners and developers, more projects are in the pipeline for the Kingdom across Phuket, Hua Hin, Chiang Mai, and Pattaya — the lattermost considered prime ground, ranked 15th in Mastercard's Asia Pacific Destinations Index 2019. The beach resort city's offshore natural attractions, fine-dining and family-friendly experiences are tourist favourites, with visitor numbers set to climb especially after the Thai government announced the Eastern Economic Corridor (EEC) project, which includes high- speed rail, road, sea and air connectivity. Anticipating demand, BWH Hotel Group will introduce three new brands: Best Western Plus Nexen Pattaya targeting upper-midscale business and leisure travellers; while the Best Western Premier Bayphere Pattaya, and BluPhere BW Premier Collection will provide relaxing beachfront breaks for couples, families and friends. In Vietnam, global travellers can look forward to large-scale upscale properties planted in prime locations. The momentum carries on in the Philippines, with Olivier expecting "extensive opportunities in emerging business and leisure markets, such as Bohol, Palawan and Pampanga". The latest property is Best Western Plus The IvyWall Resort-Panglao, the four-month old beachfront resort stepping up to attract both event planners, and a new generation of visitors. 2020 also marks the Olympics in Tokyo and BWH Hotel Group is a natural choice, offering five hotels within the capital, plus another 17 properties in Osaka, Nagoya, Yokohama and Okinawa for those travelling around Japan post-Games. Breaking boundaries, tailoring experiences The turn of a decade heralds "an extremely exciting time for Best Western Hotels & Resorts, as we continue 'Rolling Out A New Era' in Asia," said Olivier. Already home to eight of Best Western's industry-leading brands: Best Western®, Best Western Plus®, Best Western Premier®, Vīb®, BW Premier Collection® and BW Signature Collection®, SureStay Plus® and SureStay® — the coming years will continue seeing this expansion of brands within the region. New name, bigger game Best Western's new identity, BWH Hotel Group, isn't just a simple rebranding exercise — it also marks an expanded portfolio offering economy through luxury, putting guests' needs at the forefront as always. Laos for instance, welcomed 2.2 million visitors in the first half of 2019, and ranks high amongst international travellers' lists. Tapping on this burgeoning market, BWH's premium economy SureStay Plus® brand — also its fourth Asian property — opened November 2019 in capital, Vientiane. Olivier also observes that one of 2020's key trends is the evolution of more guest-centric experiences, which has already seen hoteliers breaking down "traditional boundaries and give guests more freedom to stay on their own terms". He referenced the use of mobile room keys, smartphone apps, flexible facilities such as "grab and go" F&B outlets, to loyalty programmes using big data to personalise guests experiences and reward repeat customers with curated services. Smart creative-style concepts like Best Western's Vīb are giving the power back to the customer with facilities that are designed to suit their busy schedules and keep them fully connected. Entering a new decade, we look forward to building stronger relationships and creating even more exceptional guest experiences. Olivier Berrivin, Managing Director of International Operations, Asia Best Western Plus Wanda Grand Best Western Premier Bayphere Pattaya BluPhere BW Premier Collection S P E C I A L F E AT U R E

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