Economy brand to launch in AU/NZ

Economy brand to launch in AU/NZ

Best Western Australasia(BWA) says SureStay, its new economy hotel brand, is coming to New Zealand and Australia. 

Head of commercial, Steve Richards says fruitful discussions are underway with a number of hotels and anticipates the first property will go live in early 2018 with others to follow.he

Richards says Best Western sees the economy sector as a major network growth opportunity, especially across regional areas with a lot of competition but little brand differentiation.

‘We estimate there are 2000 economy hotels across Australia and New Zealand and that 80% of them are unbranded independents,’ says Richards.

‘These are the hoteliers who will benefit most by joining SureStay. 

He says to carry the ‘SureStay Hotel by Best Western’ brand hotels must be rated minimum 3.5 stars on TripAdvisor, offer guests good quality facilities and service, a continental breakfast and free wi-fi.

SureStay branded hotels will have marketing support, access to Best Western’s preferred travel agent and corporate agreements, scale, and global distribution through numerous channels including and the Global Distribution Systems.

‘We are also targeting the corporate market with SureStay, giving guests the opportunity to earn or redeem Best Western Rewards points, which is a real point of difference in the economy sector,’ Richards says.

SureStay was launched last year has now has 33 properties in the United States, Sweden and Thailand with another 44 in the pipeline.