Best Western opts for more country offices

BANGKOK  Best Western International will expand its offices in Asia and the Middle East and launch new brands in the region.
According to BWI’s senior vice president brand management, Ronald Pohl, “the office will adopt a different direction than in the past with a greater focus on key countries.
The Bangkok office, established in 2001, was managed by Roy Olsen as director of Best Western Asia. Veteran hotelier Glenn de Souza joined in 2002, an appointment that marked the rapid expansion of Best Western in Asia. It ultimately saw the office supervising a region stretching from the Middle East to Japan. By 2007, de Souza was elevated to the post of vice president international operations Asia and the Middle East. He stepped down in November 2014.
2000px-Best_Western_logo.svgNow the Bangkok office will have a “smaller footprint” but Pohl stressed staff levels would remain the same, or increased as the office offered additional sales and marketing services for its member hotels.
“Our success throughout the world have been based through strategic alliances, or offices in key countries,” he said, adding the BWI board supported the move.
“There are just too many countries to supervise from one location. As an example, in North America we have 12 people working on development, and we will expand our development team in Asia.”
Ron-Pohl-Senior-VP,-Brand-Management-&-Member-Services
Ron Pohl-Senior VP, Brand Management & Member Services
China, India and South Korea have been operating independently of the Bangkok office for some time.
Middle East hotels, (eight properties opened and around seven signed for future branding) are now under the supervision of the BWI’s expanded Turkey office.
He emphasised BWI was looking to establish offices to supervise national, or regional markets that are expanding fast in Asia. He declined to identify the countries, but hinted Indonesia could be one as the group’s portfolio grows to 20 hotels this year and possibly 30 by the end of 2016.
Best Western will host a press conference 18 March at the Renaissance in Bangkok, Pohl reported to launch new brand lines in the region.
They are Executive Residences for long-stay visitors; Best Western Premier Collection for individual hotels looking to tap BWI network outside of a franchise agreement and Vibe, a new urban brand for new-build properties with smaller rooms, but a larger lifestyle lobby with multi-functions.
Meanwhile, the Bangkok office will supervise expansion of all Best Western brands in Thailand and neighbouring ASEAN countries particularly Myanmar,
Thailand has 12 hotels and there are plans to have two or three hotels in Myanmar shortly.
The Bangkok office is currently responsible for around 70 hotels with another 25 in the pipeline.
Overall there are 125 hotels in BWI’s Asia portfolio and it is very likely that by 2016, it will top 200. In China alone there are 32 properties, 15 in Japan and nine in Korea, all markets that will see substantial growth.
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sourced:ttrweekly.com