Best Western rebranding with new logo and name
Tuesday, 30 Sep, 2015
0
Best Western international plans to completely revamp branding with a new name, logo design and the launch of a new brand.
Details were revealed at its annual convention yesterday in Hawaii, with a proposed name change to Best Western Hotels & Resorts.
The rebranding will see new logos for the main group and each of its brands – Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, Vib, BW Premier Collection.
Adding to that list is GLo, a new boutique midscale brand concept, which will feature smaller rooms with unique furniture and vibrant colors, Kong said.
"Changing to a new logo as you can imagine is a daunting challenge," said CEO David Kong.
"People don’t like to part with what is familiar. I expect there will be some customers who say ‘why did you do it,’ or ‘I don’t like it.’"
The current blue and yellow logo was established in 1993.
"Things have changed dramatically in those 22 years and the quality of our product has changed dramatically," Kong said, citing the more contemporary design.
Hotel owners will vote on the logo changes in the next two months.
Best Western’s North American portfolio is currently undergoing a major $2 billion refurbishment program which is expected to be completed by 2017.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Clearing CSS/JS assets' cache... Please wait until this notice disappears...
Updating... Please wait...
CCS Insight: eSIMs ready to take the travel world by storm
Germany new European Entry/Exit System limited to a single airport on October 12, 2025
Airlines suspend Madagascar services following unrest and army revolt
Qatar Airways offers flexible payment options for European travellers
Air Mauritius reduces frequencies to Europe and Asia for the holiday season