Business Model.
Best Western International, Inc., operator of the Best Western Hotel brand, is the world's largest hotel chain, with over 4,195 hotels in over 100 countries. The chain, with its corporate headquarters in Phoenix, operates more than 2,000 hotels in North America alone. Unlike other chains, which are often a mix of company-owned and franchised units, each Best Western hotel is an independently owned and operated franchise. Best Western does not offer franchises in the traditional sense where both the franchisee and franchisor are operating for profit. Instead, Best Western operates as a nonprofit membership association, with each franchisee acting and voting as a member of the association in the manner of a marketing co-operative.
Best Western charges a rate that is based on an initial cost plus a fee for each additional room. Best Western also publishes a list of standards that each hotel needs to maintain. The hotels are allowed to keep their independent identity. Though they must use Best Western signage and identify themselves as a Best Western hotel, the hotels are allowed the option of using their own independent name as part of their identity.
In 2011, Best Western embarked on a mission to help customers better navigate its large and diverse portfolio. Three new types of Best Western hotels entered the marketplace: BEST WESTERN®, BEST WESTERN PLUS®, and BEST WESTERN PREMIER®. All deliver on Best Western's promise of great service, value and cleanliness, but differ in terms of space and style. For the guest, this means increased satisfaction and a clear idea of which Best Western to book for each travel occasion; for the developer, it means more opportunity to benefit from the powerhouse Best Western brand in upper midscale and upscale markets.
External Communication in Best Western.
Best Western, the world's largest hotel chain, wanted to better meet the needs of more than five million international customers who stay at its hotels each year.