Best Western Hotels & Resorts has launched its 11th brand, the BW Signature Collection for the upper-midscale sector. Killington Mountain Lodge in Killington, Vermont, and the Brooklyn Way Hotel in New York will open as part of the collection. The company anticipates a pipeline of 100 hotels under the BW Signature Collection banner by 2020.
“An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty program, and a robust reservation system,” says Best Western CEO David Kong. “No one is offering a soft brand in the upper-midscale segment right now, so by diversifying our offerings in the space, it is clearly an opportunity for us to capture market share and achieve scale.”
