Best Western Hotels & Resorts' white-label model SureStay Hotel Group will open its first Asian hotel in downtown Bangkok in the fourth quarter of 2017. Construction of the SureStay Plus Sukhumvit 2 is already underway.
The hotel will consist of 85 guestrooms with in-room Wi-Fi and a “business corner” area with various services for corporate travelers. The hotel will offer complimentary breakfast and the instant-rewards guest loyalty program SureStay Rewards.
“Asia is an incredibly diverse and dynamic hotel market, but one common trend we are seeing is the demand for branded economy and lower-midscale accommodation in key cities across the region. SureStay Hotel Group is perfectly positioned to fill this gap in the market,” said Olivier Berrivin, Best Western’s MD of International Operations in Asia.
Best Western Hotels & Resorts introduced SureStay Hotel Group in late 2016 to open up new hotels in the large yet relatively untapped economy and lower-midscale sectors. The company also aims to allow hotel owners to harness Best Western’s global network, in terms of sales, distribution, technology and support.
There are three brand tiers: the classic economy SureStay hotel, premium economy SureStay Plus hotel (which includes SureStay Plus Sukhumvit 2) and lower-midscale SureStay Signature Collection. These three brands deliver gradually increasing levels of quality and facilities, which will be consistent in all locations around the world.
To ensure that high standards and guest satisfaction are maintained, all SureStay hotels must achieve a TripAdvisor score of 3.5 and above.
SureStay Hotel Group has already approved more than 30 properties, mainly in North America. By the end of 2017, the group expects to have expanded its global portfolio to 100 hotels and to make it one of the fastest-growing brands in the industry.