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Analysis

[Ranking] Top 10 hotel groups in Europe: #5 Best Western

After a +5% growth in the portfolio in 2018, following two consecutive years of decline, the Group will continue its growth in Europe in 2019. Its restructuring phase is well and truly completed.

Supply change: + 1.8%

# of hotels, 2020: 1,141

# of rooms 2020: 83,435

Its organic growth is primarily based on its new brands such as Sure Stay +1,646 rooms (+37%) or +29 properties, including the opening of 28 rooms in Paris and another one in the south of France (the Hotel Matisse). Best Western brand lost 271 rooms despite three openings in Warsaw (Chopin, 333 rooms), Linz (111 keys) and Munich Haidhausen (250 rooms).

In the same family, the band has launched a new one: SureStay Studio (article in French). The SureStay family was launched in 2016, with three distinct brands ranging from budget to mid-range: SureStay Hotel, SureStay plus Hotel and SureStay Signature Collection. The new offering, SureStay Studio, was created in response to "growing demand from developers and travelers," demonstrating a "strong return on investment" for investors and "superior service and amenities" for guests.

The highlight of 2019, however, remains the absorption of World Hotels, which adds to the European portfolio 114 hotels (not included in the data transmitted, as they are still independently operated). "There is an excellent synergy between WorldHotels and BestWestern and this partnership will create many competitive advantages for both our companies," said David Kong, CEO of Best Western at the time of the takeover.

He also told Hospitality ON in an exclusive interview that he wants to open 200 hotels per year in Europe and 300 on other continents, for a total of 500 hotels per year by 2025. A true leader in the hotel sector, David Kong has a solid experience in this field. Since his appointment as CEO of Best Western Hotels & Resorts in 2004, Mr. Kong has led the company to achieve excellent financial results, including an average RevPAR index of 110 over the past five years, as well as an unparalleled performance in customer loyalty and hotel satisfaction.

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