TORONTO — Best Western is in the midst of further diversification, introducing the new boutique concept Vib as well as a soft-brand launch of its Best Western Premier descriptor. Executives announced the news yesterday during the company’s North American Convention, held at Toronto’s Metro Toronto Convention Centre.

Vib (pronounced vibe), is a new urban, boutique concept geared towards tech-savvy and design-minded individuals. The 112-guestroom model can be adapted for a new-build or conversion and fits within one acre of land. It will offer mobile check-in, gaming pods and a ‘Zen Zone’ in the lobby as well as grab-and-go food stations. The 192-sq.-ft. guestrooms feature Smart TVs, showers with LED lighting and blackout shades. “There is an immediate and growing need for a product like Vib. Best Western has identified 20 urban markets in North America where development of this concept could begin today,” said Ron Pohl, SVP of Brand Management for Best Western.

Attendees also learned of Best Western’s soft brand offering, the Best Western Premier Collection. Premier properties won’t be part of Best Western’s membership, but they will be required to maintain a TripAdvisor rating of four or above, and an AAA/CAA Three Diamond or above rating. “We recognize travellers’ preferences are evolving, and it’s our job to keep up. The launch of Vib and the BW Premier Collection represents a major move by our brand to meet the growing and shifting needs of our customers and travellers in general,” said David Kong, president and CEO of Best Western. “These two initiatives will allow us to reach a new customer base and developer audiences, while still maintaining the unmatched value and customer care that everyone has come to expect from Best Western.”

Stay tuned for additional announcements geared towards marketing and sales as the conference continues today.


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