Best Western's GLō brand is coming to DeSoto, Texas

A rendering of Best Western's GLō properties. (GLō offers a boutique product to travelers in secondary, suburban and highway locations. The new GLō DeSoto is expected to open May 2018.)

Best Western Hotels & Resorts marked the arrival of its newest GLō hotel with a groundbreaking event in DeSoto, Texas, which is located 15 miles outside of downtown Dallas. GLō is Best Western’s new-construction boutique hotel brand designed to target millennial travelers.

The event welcomed DeSoto mayor Curtistene McCowan and city manager Tarron J. Richardson, accompanied by multiple members of the DeSoto City Council. Local dignitaries were joined by Best Western’s managing director of North American development Bob Clasby, and brand development project manager Joe Lang. The hotel’s managing director and co-founder of Shreem Capital Jiger Patel, and Eric Anderson, Dallas regional president of the property’s lender, Spirit Bank, also attended.

“I am honored and thrilled to bring the great state of Texas its first GLō hotel,” Patel said in a statement. “I have been affiliated with Best Western for quite some time and I’ve always been impressed with the company’s support system and innovative mindset. It’s been a longtime goal for my team to partner with a brand that invests in state-of-the-art technology and authenticity and we feel GLō checks all of those boxes. We’re really excited to get started.”

GLō offers a boutique product to travelers in secondary, suburban and highway locations. The brand focuses on a modern arrival experience; streamlined, contemporary guestrooms; center-loaded bathrooms; stylish, cost-effective materials; architecture and design; space-saving furnishings and a strategic use of LED lighting. Designed with millennials’ expectations in mind, the addition of digital keys, a digital concierge and communal workspace positions GLō to hold a new place in the growing midscale market.

“GLō is a major part of our brand refresh initiative and we believe that its tech-savvy, modern appeal coupled with convenient access to local experiences in nearby downtown Dallas, positions our newest location for success,” Ron Pohl, SVP and COO of Best Western Hotels & Resorts, said in a statement. “GLō is the epitome of Best Western’s reimagined brand identity – providing a stylish, space designed for the way people travel today. We look forward to welcoming travelers looking to experience the best in sophisticated design, contemporary style and futuristic convenience, all at a reasonable price.”

Upon completion, GLō DeSoto will have 75 guestrooms, a 1,000-square-foot meeting space, communal work areas, a fitness center, a spa and more. The property is projected to open in May 2018.