The brand has approved 30 hotels in North America and one in Bangkok and is projecting to open 100 hotels by the end of 2017.
Best Western Hotels and Resorts' new ‘white label’ franchise model – SureStay Hotel Group – has gained strong momentum only a few months after being introduced into the marketplace.
The brand has approved 30 hotels in North America and one in Bangkok and is projecting to open 100 hotels by the end of 2017.
Announced in late 2016, SureStay Hotel Group operates as a separate subsidiary while plugging hotel owners into Best Western’s infrastructure and distribution channels.
Best Western said the white label approach allows it to leverage its existing framework to create a new revenue stream “and tap into the vast opportunities in the economy space without compromising the company’s established position in its current markets”.
David Kong, president and CEO for Best Western Hotels & Resorts, said the introduction of SureStay had brought an innovative solution to franchisees in the economy and midscale segments.
“With Best Western as its backbone and driving force, SureStay will play an integral role in shaping the future of hospitality,” he added.
Under the SureStay umbrella, there are three brands – SureStay, SureStay Plus, and SureStay Signature Collection.