2015 was a prolific year for Best Western, with very significant growth in sales from its central reservations unit. At the same time, the group will be adopting a new identity for each of its brands to crown the upmarket positioning of its establishments.
With almost 20% sales growth of its central reservation system and an increase of more than 23% of overnight stays worldwideBest Western had a very satisfactory year. This was true even in France, where, despite the downturn in business following the terrorist attacks in November, Best Western France's central reservations unit followed the global trend with sales up increase of more than 17% and an increase in the number of overnight stays over 201TP3Q. On the other hand, the tragic events that struck the French capital had a definite impact on hotel occupancy in France, as well as on average room rates. "In the end, they remained stable from one year to the next, while growth stood at +4% at the end of November and +5% at the end of October", notes Olivier Cohn, Managing Director of Best Western France. These good overall results can be explained by "the strengthening of sales on the brand's websites and the global partnership concluded with Expedia", emphasises Quentin Vandevyver, President of Best Western France. The good performance by the corporate marketwhich Best Western France focused on in 2015, also contributed to growth. Seminar sales rose by 10%, while Negotiated contracts and chain contracts increased by 12%.
On the supply side, while 164 new establishments joined the network, Best Western counted 3745 establishments at the end of 2015. These are largely concentrated in North America (2,039 hotels) and Europe (1,260 hotels), while the Group continues to expand in emerging countries, particularly in Asia, but also in Africa. The past year saw the first developments of the NEW SIGNS of Best Western, namely Viba boutique brand that combines design and high-tech, and Best Western Premier CollectionThe aim was to attract top-of-the-range independent hotels into the group's fold. The Richmond, in Liverpool, was the first affiliated hotel, and has since been joined by 17 others. These two brands are also set to make their debut in France. A number of Vib hotel projects are under consideration, while the Best Western Premier Collection opens in Rennes last January, before Strasbourg in May or June. In 2015, fifteen hotels joined the network in France, notably in Paris and its inner suburbs (Puteaux, Courbevoie, Bois-Colombes) as well as in Nice and Clermont-Ferrand. Best Western now offers 294 hotels in France, including 250 Best Western hotels (three stars), 25 Best Western Plus hotels (three stars plus) and 19 Best Western Premier hotels (four or even five stars).
Hotels that have invested 150 million in France - and two billion in the United States - to add a contemporary touch to their decor, Best Western is going to use this move upmarket to change its identity. The group has adopted distinct new logos for its three flagship hotel brands, Best Western, Best Western PLUS and Best Western Premier. The introduction of this The new image should be finalised by the end of 2017.. In terms of services, the roll-out of the e-concierge service was completed at the end of 2015. Nearly 100,000 customers have used it, with an average use time of 4 minutes. While, until now, the application mainly provided information on services in and around the hotel, Best Western now intends to go even further with an e-concierge service. reservation module, loyalty programme management and ultimately paperless check-in/check-out. At the same time quality of WiFi and breakfasts should be strengthened this year.
