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Brand Descriptors Launch in North America



More than 800 Hotels in United States and Canada to Use New Descriptors

PHOENIX (Feb. 3, 2011) – This week, Best Western International officially launched its Descriptor Program in North America, giving its member hotels the option to identify their properties as BEST WESTERN®, BEST WESTERN PLUS® or BEST WESTERN PREMIER®. Approved in April 2010, the program was implemented to help guests find the right Best Western hotel for each trip, to increase guest satisfaction, and to drive superior revenue to the 2,200 North American hotels that make up THE WORLD’S BIGGEST HOTEL FAMILYSM.

“We’ve built 65 years of goodwill with guests worldwide, and we are constantly evolving to better serve our customers. Descriptors enable better navigation of our large and diverse hotel portfolio, making it easier for business and leisure travelers to know which type of Best Western hotel to book,” said David Kong, president and CEO of Best Western International. “This promises a more satisfying experience once they check in.”

BEST WESTERN hotels are midscale properties that offer guests great value without the cookie-cutter experience. They are rated two- or three-diamond from AAA/CAA, and offer free high-speed Internet, often free breakfast and parking, free local calls less than 30 minutes, and a free-of-charge publicly-accessible computer with Internet access.

BEST WESTERN PLUS hotels – approximately 800 expected in North America – are upper midscale hotels that offer a more premium experience, featuring contemporary furnishings in comfortable and spacious rooms and common areas. They offer all of the amenities of BEST WESTERN hotels, along with updated furnishings, high-quality bedding, upgraded bath amenities and select sundry items. BEST WESTERN PLUS hotels are AAA/CAA three-diamond rated.

BEST WESTERN PREMIER hotels – currently open in Miami, Napa, Calif., suburban Dallas and Lancaster, Pa., with more than a dozen more expected later this year – are upscale hotels that offer real luxury at the right price. Each offers the amenities of BEST WESTERN and BEST WESTERN PLUS hotels, along with deluxe bath amenities, premium linens and towels, and typically 42-inch LCD or plasma televisions. BEST WESTERN PREMIER hotels also offer enhanced guest services, such as on-site dining, a concierge and turn-down service.

The brand, 65 years young in 2011, is marking this pivotal time with 65 Days of Best Western Giveaways. The daily drawings are part of the brand’s Spring Promotion, which runs for 65 days between Feb. 6 and April 11, 2011. Guests can receive a free room night, bonus Best Western Rewards points and gifts as an incentive to try hotels with different descriptors. See for details and to register.

Guests can learn more about each descriptor through virtual tours, extensive photos and enhanced search functionality at

The BEST WESTERN PREMIER descriptor has been used successfully in Europe, Asia and South America for a decade. The BEST WESTERN PLUS descriptor, new for North America, will be launched in select global markets throughout 2011, 2012 and 2013.

Best Western International, Inc. is THE WORLD’S BIGGEST HOTEL FAMILYSM, providing marketing, reservations and operational support to over 4,000* BEST WESTERN®, BEST WESTERN PLUS® and BEST WESTERN PREMIER® hotels in 80* countries and territories worldwide. Each Best Western-branded hotel is independently owned and operated. Now celebrating 65 years of hospitality, Best Western has grown into an iconic brand that hosts 400,000* worldwide guests each night. Equally committed to the business and leisure traveler, Best Western recently embarked on a mission to lead the hotel industry in customer care. World Vision is the charity of choice for Best Western in building the world's biggest family, with our hotels and staff sponsoring children in need around the globe. Our partnerships with AAA/CAA, Michael Waltrip Racing™ and Harley-Davidson® help guests make the most of every trip. For the fastest way to a free night globally, join Best Western Rewards®. For more information or to make a reservation, please visit

*Numbers are approximate and can fluctuate.

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