Best Western Launches Its Third Soft Brand Collection
Photo Credit: Kilington Mountain Lodge is one of the first two hotels to join Best Western's newest brand, a soft brand collection called BW Signature Collection by Best Western. Facebook / Killington Mountain Lodge
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Another day, another hotel soft brand collection. So, who's next? Hilton or IHG?
When we said, "Don't expect hotel companies to stop launching new soft brands anytime soon," we weren't kidding.
Today, Best Western Hotels & Resorts is joining its hotel peers and launching its third hotel soft brand collection.
The BW Signature Collection by Best Western marks the company's 11th brand, and is geared toward the upper midscale market. The company's other two soft brands focus on upper economy and midscale (SureStay Collections by Best Western) and upscale/upper upscale (BW Premier Collection).
Unlike a "hard" hotel brand, a soft brand collection like BW Signature Collection by Best Western is meant to appeal to independent hotel owners who don't want to be beholden to the same strict standards as a a specific brand such as Best Western
