Best Western’s SureStay brand expands to 52 properties with 45 in the pipeline

Best Western Hotels & Resorts announced that in just one and a half years since the launch of its franchise model – SureStay Hotel Group

Back in 2015, Best Western Hotels & Resorts embarked on a re-branding and spearheaded eight new global brands, creating a total of 11 brands within its portfolio. This led the company to experience growth in both size and scale, as well as penetration in diverse markets.

Since SureStay’s debut in 2016, it has given an alternative for upper-economy and lower-midscale travellers. The brand has also garnered significant interest among developers with its fee structure and access to Best Western’s dynamic brand.

“The tremendous results SureStay has realized demonstrates that we’ve achieved exactly what we set out to do”

“On the heels of Best Western’s transformative brand refresh, our brand remains committed to identifying opportunities for growth and evolution that foster the needs of today’s travellers and developers,” said David Kong, president and CEO of Best Western Hotels & Resorts. “SureStay Hotel Group was introduced to provide reliable guest experiences and quality hotel products in the upper- economy/lower-midscale market, and the tremendous results SureStay has realized demonstrates that we’ve achieved exactly what we set out to do.”

Comprised of three brands – SureStay Hotel (classic economy), SureStay Plus Hotel (premium economy), and SureStay Collection (lower-midscale soft brand) – the group’s success can be credited to its competitive fee structure. The brand provides an easy path to hoteliers who are committed to providing a superior guest experience but wish to avoid the high investment costs mandated by most brand standards.

“We spent a lot of time listening to the needs of developers as we designed SureStay Hotel Group and what we heard was they wanted fair franchise terms, a decent fee model, and best in class support,” said Ron Pohl, chief operations officer and senior vice president of Best Western Hotels & Resorts. “The result is the creation of a brand that has far surpassed our expectations in growth, quality, and scale.”

“We spent a lot of time listening to the needs of developers… The result is the creation of a brand that has far surpassed our expectations”

Each SureStay property maintains a minimum of 3.5 TripAdvisor rating and agrees to a satisfaction guarantee and unannounced inspections. The brand’s focus is to create consumer relevance and produce developer value by offering fair franchise terms, a competitive fee model, best-in-class support and a connection to Best Western’s expansive scale.