PHOENIX — Since the launch of its descriptor program in 2011, Best Western International has reported it’s on track to hit a three-consecutive year RevPAR index of 110 in North America. In the past year, it has also seen a surge in revenue linked to its loyalty program and added new products to the mix.
As of Aug. 31, system-wide net revenue was up 5.8 per cent, compared to the same period in 2013. Central reservations system RevPAR increased 9.1 per cent, while property-direct revenue increased 4.7 per cent. “We are pleased with the direction the brand is moving. Our descriptor program ushered in the three best years of our company’s performance, and we are seeing strong developer demand for our products. We continue to receive record recognition from the industry and our continued investments in distribution technology and marketing and sales programs are enabling us to be leaders in these areas,” said David Kong, president and CEO of the Phoenix-based company.
In the past year, Best Western Premier has generated the highest revenue increase of 18.2 per cent, followed by Best Western Plus (12.6 per cent) and Best Western (5.9 per cent). In addition to nearly 140 properties to be added this year, (45 per cent of which will be new builds), Best Western will launch its first extended-stay product, the Best Western Plus Executive Residency in Alberta next year.