Best Western To Unveil Premier Brand In India

Mumbai, May 22: | Updated: May 23 2003, 05:30am hrs
US-based Best Western, the world s largest budget accommodation operator is soon to bring its new brand, the Best Western Premier, to India in the near future.

According to highly placed sources, the company which has just launched the brand in Europe, will be in India by the end of this year or early next year.

The Premier brand will be the first foray of Best Western International, the worlds largest hotel chain, in the luxury segment in India, where it already has 19 properties, all in the mid-market segment.

According to industry observers, Best Western Premier will give the company, which already has a strong presence in the mid-segment market, a leverage in the fast growing five star luxury segment.

Best Western Premier has already got off to a good start. At present, it has 46 properties in Europe, a total of 150 worldwide are planned in the next two years.

Best Western Premier hotels, which are distinctive in design, services and character are expected to offer a higher level of amenities, services and unique features, than those generally available.

Best Western Premier identifies the top tier of hotels within the Group to consumers, and will also help us recruit good quality independent hotels, said Richard Coates, director, marketing and strategic planning, Best Western, UK. According to Tom Higgins, Best Western International president and chief executive officer, the Best Western Premier name clearly defines the differences for current and potential guests, travel industry professionals and developers.

To qualify for the Premier status, hotels must score at least 880 points in the annual quality assurance inspection.

According to Higgins, hotels must have 27 or more amenities and services than the already required Best Requests, ie. product-standards currently available at Best Western properties worldwide. Best Western Premier standards include concierge service, recreational facilities, 24-hour fax/photocopy facilities, dry cleaning, laundry service, bar/lounge or in-room minibar, complimentary newspapers and full-service restaurants.