Best Western. Overview презентация

the single brand
Headquarter is located in Phoenix, AZ
Best Western not offer franchises just operated as a nonprofit membership association

independent name as part of their identity
AAA rates 74% of Best Western in North America 2 or 3-diamond ratings, 80% in Europe received 3 or 4-star ratings
Reservation centers in Phoenix and Glendale, Arizona; Milan, Italy; Manila, Philippines; and York, England

Best Western membership in order to be the "best" or "as good as the best" property
1962: Reservation service covering the entire United States and Canada
1963: The largest chain in the industry with 699 member hotels and 35,201 rooms

Mississippi River was incorporated as Best Eastern, Inc.
1964: Canadian hotel owners joined the system, the first step toward global expansion
1966: Best Western and Best Eastern, joined under the Best Western name
1974: Eliminated the word "motel" from its name and began competing directly with other full-service lodging chains

establishing its international presence
1977: The phrase of "world's largest lodging chain" became a part of Best Western's corporate identification and advertising theme
1981: Known as the world's largest chain of independently owned hotels
1995: Launched the most extensive and complete listing of properties online making it the largest hotel brand represented on the global computer network

value while allowing each property its individuality and personality
At the end of the 2nd quarter in May 2005, it had 2,400 hotels in North America.135 new hotels in North America and 163 hotels internationally, totaling 298 new hotels in 2004

offer a higher level of amenities, services and unique features
First introduced in early 2003
Best Western currently has 81 PremierTM properties
Must have at least 7 key features

glass tumblers
Room service
Suites
Shower/tub
Closet doors
Additional in-room toiletries

16-inch televisions
In-room movies or VCR
Turn down service
Porterage/Bell services
In-room safe
Two or more telephones or one cordless telephone

listing each reservation by property and
paying all commissions in one check.

hotels a designing and ordering process
Reducing the time and money involved in a guestroom redesign while still receiving professional design expertise
Seven regional packages: global, leisure, city, country, lodge, southwestern and western themes

for and can count on at every Best Western
Delivering BestRequests around the world is another step forward in guest satisfaction

the Gold Crown Club
The GCCI program is the international frequency program for the Best Western travelers
Allowing guests to exchange points for a free room
Membership grew by almost one million members in the last year
In March 2004, introduced NASCAR Speed Rewards as an extension of GCCI

program developed for corporate clients
In order to maximize travel budgets without sacrificing service and quality

sport’s official hotel since January 1, 2004.
NASCAR’s demographic: 75 million auto racing enthusiasts who travel on average 350 miles to a race and stay in a hotel two nights per visit.

NASCAR

in all 2300 domestic Best Westerns by September, 2004.

$10.6-million project of installing a new computer system in each property.

Current Strategy Evaluation

Technology

and reflect the steady growth of online booking
To double the time and development budget for Best Western

Current Strategy Evaluation

Technology

in Los Angeles, a company of media planning and online advertising.
from an idea of wall-street type into an aim for main-street
to connect with guests on multiple levels

Current Strategy Evaluation

Marketing

languages were added in 2004 to the company’s intranet.
increase some of the communication between members in more than 80 countries

Current Strategy Evaluation

Marketing

Best Western.
From an entitlement-based culture to a performance-based culture
Moving towards focus and discipline

Current Strategy Evaluation

Zero Based Budgeting

guests through anticipating and exceeding their individual needs.

The mission of Best Western International is to enhance brand equity and increase member value.

chosen to be part of a brand because of their individuality.
Services available to members on fee individual fee basis.

and President, Nayan Patel Board Chairman
“Take on the mentality of a board of a public-company, instead of not-for-profit company.”

Annual Report. (n.d.). Retrieved October 7, 2005 from http://www.bestwestern.com/aboutus/annualreports.asp
Best Western: From 1946-Present. (n.d.). Retrieved October 7,
2005 from http://www.bestwestern.com
Best Western Outsources IT. (2005). Lodging Hospitality, 61(1), 52.
Best Western Targets NASCAR. (2004). Lodging Hospitality, 60(5), 8.
Best Western Revs Up for 2004. (2004). Lodging Hospitality, 60(1), 8.
Experience the Best Western International Difference. (2005). Hotel and Motel Management, 220(14), 28.

44(48), 10.
Gunter, H. (2004). Hotels Initiate Changes with Dedicated Diversity Officers. Hotel and Motel Management, 219(14), 19.
Higley, J. (2004). BWI Takes Aim at More Success. Hotel and Motel Management, 219(20), 3.
Higley, J. (2004). Best Western Evaluates Design Program, Performance. Hotel and Motel Management, 219(20), 26.
Higley, J. (2003). Technology, Marketing Shift BWI into Fast Lane. Hotel and Motel Management, 218(21), 1.

References

October 10, 2005 from http://www.mkgconsulting.com
Zero Based Budgeting (ZDD). (n.d.). Retrieved October 10,2005, from http://210.210.18.114/EnlightenmentorAreas/finance/CFA/ZeroBaedBudge.htm