Best Western Hotels & Resorts has announced its third
soft brand and its 11th brand in total, as the hotel collective looks to draw
more guests within the upper-midscale lodging sector.
BW Signature Collection by Best Western has two hotels: the Brooklyn
Way Hotel (formerly the Best Western Prospect Park) and Vermont's Killington
Mountain Lodge. The division looks to have at least 100 hotels in operation or
in its pipeline by 2020.
The new brand is Best Western’s third soft brand after its
upscale BW Premier Collection and its midscale SureStay Collection by Best
Western. Best Western says the independently owned and operated hotels will
benefit from the company’s global reservations system, revenue-management tools
and trade show sales support.
The hotels in the new division will be required to maintain
a TripAdvisor score of at least 4.0.