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Best Western unveils SureStay, a new 'white label' franchise model

Best Western Hotels & Resorts introduced SureStay Hotels, a subsidiary dedicated to strengthen its presence in the economy segment through the 'white label' franchise model.

SureStay, the new label developped by Best Western Hotels & Resorts, will offer a range of properties operating under three distinctive brands from the economy to the midscale segment: SureStay Hotel, SureStay plus Hotel and SureStay Signature Collection.

According to David Kong, President and CEO of Best Western Hotels & Resorts: "In North America, there are currently 17,000 branded hotels, and another 12,000 unbranded, in the economy and midscale segments. The white label approach allows Best Western to tap into this tremendous potential without compromising its brand image.He added: "With SureStay, we are seeking to create a core group of hotels that will differentiate themselves from others in the market, focusing on delivering high quality and outstanding service."

SureStay will operate as a separate subsidiary of Best Western Hotels & Resorts, enabling the group to strengthen its presence in the economy segment. SureStay properties will benefit from Best Western's capabilities in terms of resources, expertise, and distribution channels. The hotels will also receive individualized corporate consulting to help manage reviews and social media platforms and property-level sales coaching. 

To qualify for SureStay, hotels will need to achieve and maintain a TripAdvisor score of 3.5 or higher. The first 100 hotels to join the label will receive an array of incentives, including the assistance of a regional manager to kick-start their sales and marketing efforts and hotel-level training support. Initial projections for SureStay's growth have 150 hotels online within three years and 800 by 2026. Best Western ranked as the 9th largest hotel group worldwide in terms of number of rooms with 3,992 properties totaling 311,870 rooms as of January 2016, according to data published by Hospitality ON.

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