All-New Look and Feel for Best Western Hotels & Resorts

Best Western’s familiar blue and yellow signage is planning to ditch its dated crown. This week, the company announced a modern refresh to its logo and name, in addition to a complete overhaul of more than 1,200 properties.

The hotel group, which turns 70-years-old next year, has not updated its signage since 1993. Under its new name, Best Western Hotels & Resorts, the brand is investing $2 billion to update all of its North American hotels by the end of 2016. Best Western Hotels & Resorts is also unveiling a new midscale brand called Glo.

“For more than two decades, Best Western has had a familiar, recognizable and visible logo,” said David Kong, president and chief executive officer of Best Western Hotels & Resorts. “But with our investments in this 69-year old brand during the last ten years, we need to make consumers aware of the exciting improvements.”

A contemporary design will also be reflected in its three-tier portfolio of Best Western, Best Western Plus and Best Western Premier properties. Last year, Best Western Hotels & Resorts added lifestyle brand Vib, an urban boutique concept geared towards the Millennial traveler.

According to USA Today, the first Glow hotel will open late 2016 in Chicago, with 12 more properties in various phases. The newest of

Best Western Hotels & Resort’s seven brands, will also offer a hip boutique-style experience, but at a mid-scale price point. Average nightly rates will go for about $90. Each building will have a four-story, 70-room capacity. Designed with LED lights in its logo and lobby, guest rooms will also include stylish, contemporary elements.

“Developers are expressing interest in a boutique brand for secondary markets with a high density population,” said Kong. “With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for Glo to change the development landscape in the midscale segment.”

All websites under Best Western Hotels & Resorts will debut redesigned interfaces on a brand new platform early next spring. Last week, the company launched a mobile-responsive website and booking application. The app offers hotel comparisons, improved searches, filters based on rates and amenities, a map-based feature for nearby attractions and a points-redeeming function.

advertisement