Best Western's New CEO Wants More Business Travelers
Photo Credit: Vib Best Western Tempe, Arizona. Best Western
Skift Take
Larry Cuculic wants to convince developers Best Western offers a credible (and profitable) route into the lifestyle hotel sector. A brand relaunch will help, but is that enough for a chain that's perhaps better known for its roadside motels.
Global franchising giant Best Western Hotels & Resorts is switching its focus towards lifestyle properties, looking to gain a bigger share of urban business travelers.
With its motel origins, the group has become well known for its roadside Best Western and SureStay brands — its DNA, according to its new president and CEO. But the group, which has 4,700 hotels across 18 brands, isn't immune to pandemic influences and like many of its rivals sees the value in offering guests more experiences, rather than just a bed.
“We recognize our sweet spot, or DNA, is Best Western,” said Larry Cuculic, who was promoted to the top job in December last year. “We have such significant growth, because those are our proven brands. They know they can leverage our platforms, our sales, marketing and loyalty programs.”
A case in point is its Best Western Pre
