Best Western plans to grow Asian portfolio by 40 percent

Best Western Hula Hula Ao Nang Resort in Thailand
The Best Western Hula Hula Ao Nang Resort opened in December.

At IHIF 2017, Best Western Hotels & Resorts CEO David Kong told HOTEL MANAGEMENT that Asia’s growth is “limited” due to a range of factors, but remains a “fantastic” investment opportunity

The company is taking advantage of those opportunities, and is aiming to increase its portfolio in Asia by 40 percent in the coming years, with the addition of many new-builds all across the region.

At present, Best Western operates 107 hotels in Asia and its regional pipeline now stands at 49 hotels with 10,316 guestrooms. Many of these hotels have an average room size of 220 units.

New Brand Concepts

Much of this expansion will be driven by Best Western’s newest brand concepts, including Vīb, GLō and the BW Premier Collection soft brand. Most recently, Best Western unveiled SureStay, its white-label concept aimed at capturing unbranded hotels. The company expects the concept to grow rapidly in Asia.

Best Western has already signed Vīb projects in several key Asian cities, including Bangkok, Danang, Vientiane and Yangon. The region’s first ever BW Premier Collection hotel is slated to open near the popular Thai resort town of Pattaya.

In addition to these two brands, the company continues to develop its portfolio of midscale Best Western, upper-midscale Best Western Plus and upscale Best Western Premier hotels across Asia.

Top Markets

Japan is a key area of development, with new Best Western properties having opened recently in Tokyo and Okinawa, while the Best Western Plus brand is driving development in The Philippines. In Malaysia, a new Best Western Premier hotel will open in the Genting Highlands and a Best Western Plus is slated for Kuching.

Cambodia, Vietnam and Laos are all set for further development, and the company is also targeting a return to Singapore.

But perhaps the most significant expansion is coming in Thailand, where Best Western recently signed a deal with real estate developer A.D. Houses Co. for three hotels in Pattaya and Hua Hin for a total of more than 4,000 guestrooms.