Best Western unveils fresh rebrand

Best Western has announced a major rebrand of the business, unveiling a new family of logos and the company name ‘Best Western Hotels & Resorts’ to more accurately reflect the quality and variety of its accommodation offerings.

The new direction was revealed on September 30 by Best Western International’s leadership team in front of hotel members in Hawaii at the company’s annual convention.

Best Western’s president and CEO David Kong said it’s essential to shake things up for consumers to reflect their new position.

“For more than two decades, Best Western has had a familiar, recognisable, and visible logo,” he said.

“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. We are embracing our future with a completely reimagined brand identity that clarifies our hotel and resort offerings and broadens our appeal with a contemporary and energetic look.”

The effort to create new logos has been two years in the making and has included input from travellers, travel buyers, partners and Best Western’s global hotel owners.

This is the first logo refresh for Best Western since 1993. The company will use a new logo to identify the master company for its six distinct brands including: Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, the BW Premier Collection and GLō – the company’s latest broad midscale, new construction brand also announced today in Hawaii.

The new logos emphasise the brand’s initials — BW — which will be used across all communications channels and optimised for digital media and mobile applications.

Best Western Australasia’s chief executive Rob Anderson has welcomed the rebrand, adding: “Best Western has undergone a revolutionary transformation to meet the needs of today’s traveller.

“The new logos are modern and have been designed to clearly show the differences between Best Western’s family of brands, including the core Best Western to the midscale Best Western Plus, and our upscale Best Western Premier hotels.”

“It’s our vision to lead the industry in superior customer care. In the last five years, our guest satisfaction scores have more than doubled. Over $2 billion has been invested in upgrading member properties, and today’s new logo announcement signals the significant improvements made across Best Western worldwide.”

Adoption of Best Western’s new logos are expected to be official in mid-November upon approval by Best Western hotel owners in North America.

There are 160 independently owned and managed 3 to 5-star Best Western hotels across Australia, New Zealand and the South Pacific comprising the Best Western Australasia affiliate. For more information, see bestwestern.com.au.

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