Energetic New Brand Caters to Today’s Connected Travelers, Celebrates First U.S. Opening in DeSoto, Texas


Phoenix, AZ (October 18, 2018) - Best Western Hotels & Resorts this month is highlighting its new-build boutique brand, GLō, as part of the “Today’s Best Western” campaign and its “Behind the Brands” series, giving travelers an inside look at the unique hotel offering that is smashing the suburban cookie-cutter hotel mold. The electric brand is on the move celebrating its first-ever opening this month in DeSoto, Texas, and unveiling a strong pipeline of 31 properties. Positioned for secondary markets, complementing the urban locations of its sister brand - Vīb®, GLō can soon be seen in up-and-coming cities, such as Nashville, Asheville, Lexington, Brooklyn and Ottawa.

GLō is an upper-midscale hotel brand designed for savvy travelers who expect the best in value, design, and comfort. The brand focuses on a dramatic, iconic arrival experience; streamlined, contemporary guestrooms; and stylish, cost-effective materials. Positioned as a hub for the road warrior, a respite for families, and a modern experience for everyone who stays, GLō is an ideal brand for secondary suburban and highway locations.

With its signature flexible construction, including unique center-loaded bathrooms, GLō is also setting a new standard in the development space due to its innovative design and smart space utilization.

“Today’s Best Western has evolved into a relevant and connected brand in the eyes of today’s travelers,” said Ron Pohl, Senior Vice President and Chief Operations Officer for Best Western Hotels & Resorts. “GLō is a modern and energetic new offering that perfectly underscores our brand’s refreshed identity, and our commitment to delivering the exceptional hotel experiences our guests are looking for.”

The inaugural debut of GLō took place in Desoto, Texas, where Best Western’s senior leadership, the hotel’s ownership and local VIPs gathered to celebrate the arrival of this iconic brand coming to life. The 75-room boutique hotel consists of a welcoming lobby and bar for unwinding or networking with colleagues and friends, a state-of-the-art fitness center, and unique guestrooms. South of I-35, GLō DeSoto is a 15-minute drive from Downtown Dallas, where travelers can enjoy an array of premier dining options, nightlife, shopping, and the Dallas World Aquarium.

 GLō comes with the one-of-a-kind features and amenities that cater to travelers’ expectations, and delivers the cost-saving solutions that today’s developers are looking for, such as:

  • GLō's bar-shaped exterior design welcomes travelers with a beacon of light, the hotel features LED lit banding, lite-bright walls and a back-lit front desk
  • Contemporary interior design with cool neutrals punctuated with accents of blue and yellow
  • Unique, modern, streamlined guestrooms and bathrooms maximize space and feel
  • State-of-the-art fitness center
  • The lobby flows into an integrated breakfast area that includes concealable displays, so the space transforms into a work-and-relax area after breakfast
  • Furnishings serve dual functions and are designed for both leisure and business travelers
  • GLō provides a cost-effective approach that allows flexibility for various sites

GLō provides the value-packed perks for which Best Western is known, including an award-winning “Build Your Own Breakfast” program with hot, healthy, customizable options available complimentary at most locations, and the award-winning Best Western Rewards® (BWR®) loyalty program with more than 35 million members.

BWR is making traveling to GLō properties even more rewarding this fall, as members can Go. Get. Rewarded.® with a double the points on every stay. This promotion is valid now through November 18, 2018, with no limit to the number of stays that can be completed during this timeframe. With the richest promotions in the industry and points that never expire, BWR offers real value as the world’s premier hotel loyalty program.

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About Best Western® Hotels & Resorts:

Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200 hotels in more than 100 countries and territories worldwide. Best Western offers 13 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vīb®, GLō®, Executive Residency by Best Western®, Sadie HotelSM, Aiden HotelSM, BW Premier Collection® by Best Western, and BW Signature Collection® by Best Western, as well as its recently launched franchise offerings: SureStay® Hotel by Best Western, SureStay Plus® Hotel by Best Western and SureStay Collection® by Best Western. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including 66 percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2018, Business Travel News® ranking Best Western Plus and Best Western number one in upper-mid-price and mid-price hotel brands, and Fast Company honoring Best Western Hotels & Resorts with a spot in the Top 10 Most Innovative Companies in the Augmented Reality/Virtual Reality category. Best Western has also won nine consecutive AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA/CAA’s nearly 58 million members in the U.S. and Canada. Best Western-branded hotels were top ranked in J.D. Power’s 2017 North America Hotel Guest Satisfaction Index Study – ranking first in breakfast (food and beverage category) for midscale; and second in overall guest satisfaction. Over 35 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western-branded hotel worldwide. Best Western’s partnerships with AAA/CAA and Google® Street View provide travelers with exciting ways to interact with the brand. Through its partnership with Google Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.


* All Best Western and SureStay-branded hotels are independently owned and operated.

Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.