The group presents its results Worldwide and France 2017 and discusses the outlook on the French market in 2018.
Best Western and Best Western France present positive results for 2017.
"France is the leading country after the United States […] in terms of number of Best Western hotels," stated Quentin Vandevyver, Chairman Best Western France. "France is thus an extremely important in terms of outlook and development for both the Best Western brand and the brand Best Western France."
Although Best Western declares the loss of 10 hotels and a few hundred rooms in France in 2017 bringing it to a total of 287 properties (-3.37%) for 15,459 rooms (-3.74%), the key hotel indicators, particularly the occupancy rate (+2.95 points) and the change in RevPAR (up more than 2%) are in the green and the brand represents major ambitions for the French market.
Best Western Hotels and Resorts is expanding its brand portfolio by launching "Sure Hotel by Best Western". The brand, which will open in France in 2018, is positioned on the budget segment "where Best Western didn't have a presence yet."
They will be 2 or 3 star hotels, situated in urban centers or on their outskirts. The group is committed to offering good value, and putting the customer relationship at the center of its policy, offering quality sleep, an affordable breakfast (7€).
The brand has set a goal for itself to have a hundred hotels in France within 6 years and close to 800 worldwide.
Best Western will then export its brand "BW Signature Collection by Best Western" in France in 2018. The brand is positioned on the upper midscale segment (4 stars) and will be established in major cities and areas with strong tourism potential. The properties will have more than 20 rooms with average daily rates between 95 and 110€. Today it is present with three addresses in the United States and one in Italy in Florence, the brand plans to open about 12 properties internationally by 2019.
Finally, Best Western created "My Best Night" as a "véritable signature" to offer a unique sleep experience. To do that cela, the group partnered with Dorelan, a major Italian player on the bedding market.