The American group has announced the launch of Sure Hotels, their new brand, in France. They aim to rapidly grow this brand, to around 100 properties, within six years.

Under this new brand, Best Western aims to grow its offering in the 'economy' segment, which according to Olivier Cohn, general manager of the group in France, is "almost 50% of the French hotel industry". Sure Hotels will be developed as a soft brand.

Sure Hotels is expected to start acquiring hotels in the next few months, with the aim of reaching 100 sites within the next 6 years, and 1,000 sites within the next 10 years. The price range should be lower than in other Best Western hotels, targeting the economy sector that the new brand is geared towards.

As of January 1, 2017, Best Western Hotels & Resorts is the 2nd largest hotel chain in Europe with 1108 properties and 79,010 rooms, according to data published by Hospitality ON.