Best Western

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Best Western International, Inc.
Marketing cooperative
Industry Hotels
Founded 1946; 71 years ago (1946)
Headquarters Phoenix, Arizona, U.S.
Number of locations
4,195 (Worldwide)
Area served
Worldwide
Key people
Revenue US$6,000,000,000 (2012)
Number of employees
1,254 (2012)
Website https://www.bestwestern.com/
Footnotes / references
Data from Hoover's factsheet

Best Western International, Inc., operator of the Best Western Hotels & Resorts brand, operates about 4,200 hotels and motels.[2] The chain, with its corporate headquarters in Phoenix, Arizona,[3] operates 2,163 hotels in North America. The brand was founded by M.K. Guertin in 1946. David Kong is the president and CEO of Best Western, and Dorothy Dowling is the chief marketing officer.

In 1964, Canadian hotel owners joined the system. Best Western then expanded to Mexico, Australia, and New Zealand in 1976.

In 2002, Best Western International launched Best Western Premier in Europe and Asia. (The other hotels in the chain were known as Best Western.) In 2011, the chain's branding system-wide changed to a three-tiered system: Best Western, Best Western Plus, and Best Western Premier.[4] Since it no longer operates under a single brand, Best Western concurrently modified its slogan in 2011 from "the world's largest hotel chain" to "the world's largest hotel family."

History[edit]

Logo used from 1993 to 2015.
Best Western Hotel with new logo.

Best Western began in the years following World War II. At the time, most hotels were either large urban properties or smaller family owned roadside hotels. In California, a network of independent hotel operators began making referrals of each other to travelers. This “referral system” consisted of phone calls between one desk operator and another. This small and informal network eventually grew into the modern Best Western hotel chain founded by M.K. Guertin in 1946.[5]

The name "Best Western" was a result of most of their properties originally being in the United States west of the Mississippi River. By 1962, Best Western had the only hospitality reservations service covering the entire United States, and in 1963, was the largest motel chain in the industry with 699 member properties and 35,201 rooms. From 1946 to 1964, Best Western had a marketing partnership with Quality Courts, the forerunner of the chain known today as Quality Inns, whose properties were located mostly east of the Mississippi River, not in direct competition with Best Western. This partnership made sense geographically, but was not successful in the long run, and was eventually abandoned. In 1964, Best Western launched an expansion effort of its own operations east of the Mississippi using the moniker "Best Eastern" for those properties with the same typestyle and Gold Crown logo as "Best Western." By 1967, the "Best Eastern" name was dropped and all motels from coast-to-coast got the "Best Western" name and Gold Crown, a move that would further enhance an already successful marketing brand into the "World's Largest Hotel Chain" by the 1970s.

Best Western's "Gold Crown" logo was introduced in 1964 and would continue with a few minor revisions over the next 32 years until it was replaced by a blue and yellow logo in 1996. In 2015, Best Western introduced a new family of logos, replacing the core logo and adding signage for Best Western Plus and Best Western Premier.

Legal dispute[edit]

Best Western used to call itself a cooperative membership association, and as such could be seen as a co-op. Around 1985, it abandoned the "cooperative" terminology after courts insisted on calling it a franchisor despite its nonprofit status. The most dramatic example of this was Quist v. Best Western Int'l, Inc., 354 N.W.2d 656 (N.D. 1984),[6] in which the North Dakota Supreme Court decided that Best Western was a franchisor and had to comply with the appropriate laws and regulations.

Best Western GB[edit]

Best Western GB began in 1978 when Interchange Hotels of the United Kingdom consisting of independent hoteliers from key locations in the UK elected to trade under the brand name Best Western United Kingdom, effectively an affiliate of Best Western International in the US. Now there are over 260 Best Western hotels within Great Britain.

Best Western Australia and New Zealand[edit]

In 1981, Homestead Motor Inns of Australia affiliated with Best Western. This move put 'International' after the Best Western name. The company has since been known as Best Western International.

In early 2007, Best Western Australia took over the rights to operate Best Western properties in New Zealand from the previous company, the Motel Federation of New Zealand. This was a bold but beneficial move for the brand as it made way for better quality properties to be brought into the brand. Currently, Best Western Australia has 205 properties in the group (11 in New Zealand and 194 in Australia).

Best Western Myanmar (Burma)[edit]

As of 21 May 2013, Best Western International has announced that it will take over management of the Green Hill Hotel in Yangon, Myanmar. The acquisition will give the hotel Best Western's brand name and place presence in Myanmar(Burma) as Best Western's first hotel establishment in the country.[7][8]

See also[edit]

References[edit]

  1. ^ "David Kong". Best Western. Archived from the original on 2009-01-09. Retrieved 2008-04-13. 
  2. ^ "IU Webmaster redirect". 
  3. ^ "Contact Us Archived 2010-02-08 at the Wayback Machine.." Best Western. Retrieved on February 21, 2010.
  4. ^ "Best Western". 
  5. ^ "Company Overview of Best Western International, Inc". Bloomberg Businessweek. Retrieved August 21, 2014. 
  6. ^ Quist v. Best Western International, Inc., 354 N.W.2d 656 (N.D. 1984).
  7. ^ Calderon, Justin (24 May 2013). "Best Western opens first Myanmar hotel". Inside Investor. Retrieved 29 May 2013. 
  8. ^ "Best Western to open its first hotel in Burma". USA Today. 22 May 2013. Retrieved 27 October 2013. 

External links[edit]