Best Western International has announced that it will rebrand under a new name—Best Western Hotels & Resorts. The company is also unveiling a new midscale boutique brand targeting Millennial travelers.
GLō locations, each new builds in suburban destinations, will be four-story, 70-key properties featuring glowing LED light features and installations, along with modestly sized 250-square-foot room configurations and spacious lobbies. Though no specific cites have been announced, Best Western anticipates adding more than 50 GLō-branded properties over the next three to five years.
GLō’s launch follows in the footsteps of Vīb, the company’s recently announced upscale boutique brand.
The company’s existing brands—including Best Western, Best Western Plus, and Best Western Premier—will all receive new logos, and it will also invest $2 billion in upgrades to its North American properties by the end of next year.
