Best Western Hotels & Resorts assumed direct responsibility for the Best Western brand in Mexico, Central America and surrounding countries. Best Western will now operate on a property-direct relationship with Best Western-branded hotels in Mexico, all of which remain independently owned and operated. The transition to direct responsibility of the brand in Mexico will result in focused brand-level efforts and increased synergy and efficiency across Mexico, South America and Central America.
“Best Western has experienced a period of tremendous evolution and innovation in recent years, and as a result, hotels in [partner development representative] territories have benefitted from direct service and support,” Suzi Yoder, SVP, international operations at Best Western Hotels & Resorts, said in a statement. “We are committed to ensuring that all Best Western-branded hotels in Mexico experience a smooth transition. The goal is to have a more cost-efficient and effective organization which unifies and leverages the existing staff in Mexico with the regional and global team to drive superior revenue, service and support for Best Western-branded hotels.”
There are currently 70 hotels and resorts operating under the Best Western brand in Mexico. Elizabeth Becerra, the newly appointed managing director of Best Western Hotels & Resorts—Mexico and Central America, has been tasked with ensuring a successful and smooth transition for all properties. A hospitality industry veteran, Becerra moves into the managing director role with more than a decade of industry experience. Her experience in the region, coupled with her eight-year tenure as GM of a Best Western Plus property in Colombia, positions Becerra to lead the transition in Mexico.
“It is a truly exciting time to join the international Best Western Hotels & Resorts team,” Becerra said in a statement. “I have been part of the Best Western family for almost a decade and am honored to take the reins as we transition hotels in Mexico under our global brand umbrella. Mexico has one of the most developed hospitality markets in Latin American and I am confident that our hoteliers and guests will only benefit from the wealth of resources newly available to them as a result of the transition.”
Best Western-branded properties in Mexico will now operate in a PDR with Best Western Hotels & Resorts’ South American division, bringing direct support to the 100 Best Western-branded properties across Mexico, South America and Central America.