With two brand launches, positive momentum both in terms of results and growth in the offering, and a new strategic vision to continue the upmarket efforts undertaken over the last three years, Best Western had a "very good" year in 2017.extremely positive"According to Quentin Vandevyver, Chairman of Best Western France. Firstly, because with a 10% increase in sales worldwide - for a total of 22 million overnight stays - this is the fourth consecutive year of growth. In France, while the average price remained stable at 110 euros, the increase was even more than 15%, thanks in particular to the return of American customers.
France is second only to the United States in terms of the number of hotels, and now has 287, 10 fewer than in 2016. Continuing its upgrading and renovation programmeAt the same time, Best Western has seen the departure of establishments that did not share this project. "In this context, they will be the last to leave the network. The tail of the comet"says Quentin Vandevyver.
Launched three years ago, switching supply The shift towards more upper mid-range and top-of-the-range establishments continued last year. While the Best Western flagship (three stars) remains in the majority with 192 establishments, its share of the offer is down by 16%. At the same time, Best Western Plus (three-star superior) increased by 53%, with 69 hotels at the end of 2017. There are still 17 Best Western Premier (top-of-the-range) hotels, while the BW Premier Collection has added two establishments - including the Hotel Nell in Paris - and now offers nine hotels.
"Continuing to establish our brands in France is very important"explains Olivier Cohn, General Manager of the network in France. While 15 hotels joined Best Western last year, 24 plans to open have also been approved. This should result in 25 inaugurations in 2018. At the same time, Best Western is targeting 40 new applications. "The number of dossiers approved should be swept away this year"says Olivier Cohn.
This surge is explained by the launch of a new brand in France, Sure Hotel by Best WesternBest Western, which is setting out to conquer the budget hotel market. While this segment represents almost 45 % of the offer in France, Best Western plans to open 15 hotels this year, mainly in the centre or on the outskirts of major cities. The first Sure establishment has opened in Mérignac, near Bordeaux airport, and around fifteen others are expected in 2018. Within six years, the network hopes to reach the 100-hotel mark.
The network of American origin will also be relying on another brand, the BW Signature Collection by Best Westernto accelerate its development. In the same way as the BW Premier Collection at the top end of the market, but in the upper mid-range segment, this brand will provide hoteliers with marketing support in a more complex environment.
Finally, after three years working on its brands, Best Western presented a new strategic visionwhich will also run for three years. Focused on winning new customers and transforming the business, it aims to strengthen the network's sales force to meet the challenges of distribution and digital technology, as well as helping hoteliers transform their establishments into places to live.
A global presenceBest Western count 3785 establishments at the end of 2017, compared with 3,718 at the end of the previous year. These are largely concentrated in North America (2,181 hotels) and Europe (1,211 hotels). The Group is also expanding its presence in emerging markets, with 120 hotels in Asia and the Middle East, 106 in South America and 25 in Africa. Australia, New Zealand and the South Pacific are home to 142 hotels. |
