The American group Best Western has launched a third soft brand in its battle against the growing share of independent hotels in the North American sub-continent .

North American chains are increasingly threatened by the growing share of independent hotels in the global hotel fleet. In order to combat this phenomenon,Best Western has launched Best Western Signature Collection, but it is not an isolated or unique case. The brand should target America's upper-mid-scale segment, which has heretofore been relatively neglected by white labels.

David Kong, President and CEO of Best Western Hotels & Resorts, comments: "An increasing number of hotels in North America and overseas are going independent because they want flexibility and freedom from brand requirements, but they are also looking for an alternate source of business, a loyalty program and a robust reservation system."

In order to take the aspirations and desires for independence of North American hotel owners, which have traditionally been won at chain hotels, better into account that soft brands are developing throughout the country, as may be observed for Red Roof or for Interstate. This may be a radical change in America's hotel industry.