Best Western’s Boutique Hotel Push Faces Onslaught of New Competitors
Photo Credit: Best Western's push into the lifestyle hotel sector (pictured: Aiden by Best Western) signals an expansion of boutique-like hotels in the middle market of the industry. Best Western
Skift Take
Best Western’s expansion from economy, roadside hotels to boutique brands in recent years faces stiff competition coming out of the pandemic. The company can be a success if, and only if, more of its long-time operators upgrade to the boutique model.
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What is a lifestyle hotel? Depends on what company is answering. Accor defines it as hotels with smaller room counts and that garner as much as half their revenue from food and beverage venues. Marriott claims even its Westin brand is a lifestyle hotel chain, given its focus on wellness. Generally, lifestyle properties rely more on experiences and heightened food and beverage offerings than the industry’s previous attention to consistency and familiarity with namesake brands like Hilton or Hyatt Regency. Best Western has five lifestyle and boutique brands: Aiden, Glo, Vib, Sadie, and the BW Premier Collection soft brand. While Bes