The hotel group has signed an agreement with Thai real estate company, Habitat Group, for BluPhere Pattaya - a new-build eight-storey project in Na Jomtien, a beachfront setting on Thailand’s eastern seaboard.
Best Western Hotels & Resorts has revealed plans to bring its new upscale hotel concept, BW Premier Collection, to Asia.
The hotel group has signed an agreement with Thai real estate company, Habitat Group, for BluPhere Pattaya - a new-build eight-storey project in Na Jomtien, a beachfront setting on Thailand’s eastern seaboard.
Located just over an hour’s drive from Bangkok, BluPhere Pattaya will include 195 apartment-style units ideal for family getaways. The property will retain its existing branding and will be managed by Best Western as part of the BW Premier Collection, its upscale “soft brand”.
The property will benefit from Best Western’s global support network, including employees training, sales and marketing, global distribution, quality control and access to Best Western Rewards, the company’s loyalty programme.
BW Premier Collection is a curated portfolio of upscale and luxury boutique hotels, selected for their superior facilities and unique personalities.
“Thailand’s tourism industry is in an extremely healthy position. Simply looking at the numbers, Thailand welcomed a record 32.6 million international visitors and generated THB2.52 trillion (US $71.8 billion) in revenues in 2016, which exceeded the initial government targets set at the start of the year,” said Olivier Berrivin, Best Western’s managing director of international operations - Asia.
“But looking beyond the figures, Thailand is creating a strong and sustainable base on which to build its tourism industry in future. The country’s stated ambition of focusing on quality tourists will raise visitor spending, extend average length-of-stay, and build a more prosperous tourism economy for all stakeholders, allowing the kingdom to continue reaping the benefits of tourism in future.”
Officially launched in 2014, BW Premier Collection is a selection of independent upscale hotels in key destinations around the world, including San Francisco, New York, New Orleans, Vancouver, Paris, Rome, Stockholm, Edinburgh and Liverpool.