Best Western International has launched Vīb and its BW Premier Collection to the Asian market.
Originally unveiled during Berlin’s International Hotel Investment Forum (IHIF), the company hosted international developers and investors at an event in Bangkok to learn about the global development strategy for the two new brands.
Vīb, which means “vibrant” in Thai, re-imagines the Best Western hotel experience to incorporate style with value. Locations being considered for Vīb include, Bangkok; Sarawak and Shah Alam, Malaysia; and Ortigas, Philippines. The first Vīb in development will be located in Seoul and is slated to have 148 rooms.
The BW Premier Collection is a soft brand of upscale and luxury independent hotels. The collection operates under a pay-for-performance fee structure, meaning member hoteliers pay fees only for business earned through Best Western channels.
Currently, Best Western has more than 290 projects in development, including 50 projects in India, China, and Indonesia; and overall expansion in emerging travel markets such as Sri Lanka, Bhutan, and Mandalay.
