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Winter 2016 Volume 11, No. 1The Official Magazine for Best Western® Hotels & Resorts Members

MOBILE-FIRST: Best Western Shifts to a Mobile-First Strategy

BEST WESTERN BLOGGERS: Meet the Writers of Best Western’s Travel Blog

BEST WESTERN REWARDS®: Exciting Program Enhancements in 2016

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Girls®

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The Second Best Exotic Marigold Hotel

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BEST WESTERN WAY || 1

TABLE OF CONTENTS

A publication for Best Western® members, published by the Corporate Communications department at Best Western International, Inc., 6201 N. 24th Parkway, Phoenix, Arizona, USA, 85016-2023. 602-957-4200.

ABOUT BEST WESTERN INTERNATIONAL, INC.

Best Western® Hotels & Resorts headquartered in Phoenix, Ariz., is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Best Western Plus Executive Residency®, Vib®, BW Premier Collection® and GLoSM. Now celebrating 69 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and online and mobile booking capabilities. More than 25 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, Minor League Baseball and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Best Western continues to set industry records and accolades, including Business Travel News naming Best Western Plus as the best upper mid-price hotel chains, four consecutive Compuware Best of the Web gold awards for best hotel website and seven consecutive AAA/CAA Hotel Partner of the Year awards. More than half of all Best Western branded hotels have earned a TripAdvisor Certificate of Excellence award.

For more information or to make a reservation, please visit bestwestern.com.

*Numbers are approximate, may fluctuate and include hotels currently in the development pipeline.

BOARD OF DIRECTORS

Terry Porter, District I; Terrance Bichsel, District II; Anthony Klok, District III; Dilipkumar Patel, District IV; Chairman Jayesh Patel, District V; Julie Montmaneix, District VI; James Cosgrove, District VII

PRESIDENT AND CHIEF EXECUTIVE OFFICERDavid Kong

MANAGING EDITORBethany Samaddar

EXECUTIVE EDITORCraig Smith

CONTRIBUTORSLaura Cherry, Kelly Dalton, Courtney McCurry, Bethany Samaddar, Dana Kleven, Craig Smith

DESIGN & PUBLISHINGMP Media, LLC

Best Western International, Inc., its subsidiaries and affiliates (collec-tively “Best Western”) are equal opportunity employers. It is the policy of Best Western not to discriminate against any individual on the basis of race, color, religion, national origin, sex, sexual orientation, marital status, age, disability, citizenship, veteran status or other protected group status in matters of admissions, employment, or services, or in the programs or activities Best Western operates, in accordance with applicable laws and Best Western policies.

Email submissions to: Bethany Samaddar at [email protected].


24 TOUCHPOINT CORNER: Check out the Worldwide Sales awards roundup

26 NORTH AMERICAN DEVELOPMENT: Welcome to the newest members of our family

28 MEMBER NEWS: Different ways members are giving back

34 NEED TO KNOW: Important news to keep in mind

36 I AM A MEMBER: Get to know Best Western Governor Karena Chang Sujo

38 SOMETHING FUN: See if you can spot the differences!

40 CALENDAR: Upcoming dates to remember

2 WELCOME LETTERS: New Chairman Terry Porter & David Kong celebrate 70 years of success

4 COVER STORY: The evolution of Best Western: New year, new brand

8 FROM OUR GUESTS: Letters from satisfied guests

10 BOARD DIRECTOR PROFILES: Meet new Chairman Terry Porter & new Board Member Peter Kwong

12 MEET OUR BLOGGERS: Who are the writers of Best Western’s travel blog?

14 BEST WESTERN REWARDS: A look at upcoming program changes

16 MOBILE-FIRST STRATEGY: Learn how to become “mobile-friendly”

18 SENIOR VICE PRESIDENT COLUMNS: Lawrence Cuculic, Dorothy Dowling & Ron Pohl discuss Governors’ roles, how to “win,” & being a team

OUR MISSION Enhance brand equity and

increase member value

OUR VISION Lead the industry in

superior customer care


TABLE OF CONTENTS

A publication for Best Western® members, published by the Corporate Communications department at Best Western International, Inc., 6201 N. 24th Parkway, Phoenix, Arizona, USA, 85016-2023. 602-957-4200.

ABOUT BEST WESTERN INTERNATIONAL, INC.

Best Western® Hotels & Resorts headquartered in Phoenix, Ariz., is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Best Western Plus Executive Residency®, Vib®, BW Premier Collection® and GLoSM. Now celebrating 69 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and online and mobile booking capabilities. More than 25 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, Minor League Baseball and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Best Western continues to set industry records and accolades, including Business Travel News naming Best Western Plus as the best upper mid-price hotel chains, four consecutive Compuware Best of the Web gold awards for best hotel website and seven consecutive AAA/CAA Hotel Partner of the Year awards. More than half of all Best Western branded hotels have earned a TripAdvisor Certificate of Excellence award.

For more information or to make a reservation, please visit bestwestern.com.

*Numbers are approximate, may fluctuate and include hotels currently in the development pipeline.

BOARD OF DIRECTORS

Terry Porter, District I; Terrance Bichsel, District II; Anthony Klok, District III; Dilipkumar Patel, District IV; Chairman Jayesh Patel, District V; Julie Montmaneix, District VI; James Cosgrove, District VII




CONTRIBUTORSLaura Cherry, Kelly Dalton, Courtney McCurry, Bethany Samaddar, Dana Kleven, Craig Smith


Best Western International, Inc., its subsidiaries and affiliates (collec-tively “Best Western”) are equal opportunity employers. It is the policy of Best Western not to discriminate against any individual on the basis of race, color, religion, national origin, sex, sexual orientation, marital status, age, disability, citizenship, veteran status or other protected group status in matters of admissions, employment, or services, or in the programs or activities Best Western operates, in accordance with applicable laws and Best Western policies.



24 TOUCHPOINT CORNER: Check out the Worldwide Sales awards roundup

26 NORTH AMERICAN DEVELOPMENT: Welcome to the newest members of our family

28 MEMBER NEWS: Different ways members are giving back

34 NEED TO KNOW: Important news to keep in mind

36 I AM A MEMBER: Get to know Best Western Governor Karena Chang Sujo

38 SOMETHING FUN: See if you can spot the differences!

40 CALENDAR: Upcoming dates to remember

2 WELCOME LETTERS: New Chairman Terry Porter & David Kong celebrate 70 years of success

4 COVER STORY: The evolution of Best Western: New year, new brand

8 FROM OUR GUESTS: Letters from satisfied guests

10 BOARD DIRECTOR PROFILES: Meet new Chairman Terry Porter & new Board Member Peter Kwong

12 MEET OUR BLOGGERS: Who are the writers of Best Western’s travel blog?

14 BEST WESTERN REWARDS: A look at upcoming program changes

16 MOBILE-FIRST STRATEGY: Learn how to become “mobile-friendly”

18 SENIOR VICE PRESIDENT COLUMNS: Lawrence Cuculic, Dorothy Dowling & Ron Pohl discuss Governors’ roles, how to “win,” & being a team

OUR MISSION Enhance brand equity and

increase member value

OUR VISION Lead the industry in

superior customer care

A publication for Best Western members, published by the Corporate Communications department at Best Western International, Inc., 6201 N. 24th Parkway, Phoenix, Arizona, USA, 85016-2023. 602-957-4200.

About Best Western Hotels & Resorts:

Best Western® Hotels & Resorts headquartered in Phoenix, Ariz., is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers seven hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vib®, Executive Residency by Best WesternSM, BW Premier Collection® and GLoSM. Now celebrating 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and online and mobile booking capabilities. More than 25 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, Minor League Baseball and Harley-Davidson provide travelers with exciting ways to interact with the brand. Best Western continues to set industry records and accolades, including Business Travel News naming Best Western Plus as the best upper mid-price hotel chains, four consecutive Compuware Best of the Web gold awards for best hotel website and seven consecutive AAA/CAA Hotel Partner of the Year awards. More than half of all Best Western branded hotels have earned a TripAdvisor Certificate of Excellence award. *Numbers are approximate, may fluctuate and includehotels currently in the development pipeline.

BOARD OF DIRECTORSChairman Terry Porter, District I; Terrance Bichsel, District II; Anthony Klok, District III; Dilipkumar Patel, District IV; Jayesh Patel, District V; Peter Kwong, District VI; James Cosgrove, District VII




CONTRIBUTORSKelly Dalton, Courtney McCurry, Bethany Samaddar, Dana Kleven


Best Western International, Inc., is an equal opportunity employer. It is the policy of Best Western not to discriminate against any individual on the basis of race, color, religion, national origin, sex, sexual orientation, marital status, age, disability, citizenship, veteran status or other pro-tected group status in matters of admissions, employment, or services, or in the programs or activities Best Western operates, in accordance with applicable laws and Best Western policies.


WELCOME LETTER: Chairman Terry Porter & President & CEO David Kong celebrate 70 years of success COVER STORY: The latest news on Best Western’s exciting brand refresh FROM OUR GUESTS: Letters from satisfied guests BOARD DIRECTOR PROFILE: Meet Board Chairman Terry Porter & Board Director Peter Kwong MEET OUR CONTENT CONTRIBUTORS: Who are the writers of Best Western’s travel blog? BEST WESTERN REWARDS®: A look at upcoming program changes MOBILE-FIRST STRATEGY: Learn about the brand’s focus on mobile solutions SENIOR VICE PRESIDENT COLUMNS: Lawrence Cuculic, Dorothy Dowling & Ron Pohl discuss Governors’ roles, how to win, & the importance of teamwork

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TOUCHPOINT CORNER: Meet the Hotel Sales Optimization team NORTH AMERICAN DEVELOPMENT: Welcome to the newest members of our family MEMBER NEWS: A look at how our members are standing out NEED TO KNOW: Read the latest brand news

SOMETHING FUN: See if you can spot the differences!

CALENDAR: Upcoming dates to remember

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TABLE of CONTENTS


WELCOME LETTER

2 || BEST WESTERN WAY

It’s a new day at Best Western.

As we begin 2016 and celebrate turning 70 years young, this iconic brand’s success is just getting started.

While so many other hotel brands have come and gone, we have continued to grow into one of the largest and most successful brands in the world.

Our success can be attributed to our unique membership structure. It allows us to have a singular focus – helping our members be more successful. Together, we have imple-mented programs that drive superior revenue to our hotels, enhance our brand image, and provide exemplary care for our guests.

Another reason for Best Western’s success? We recognize that change is the one constant in our industry. The travelers of today are different from the travelers of tomorrow, and we are always evolving to meet their needs. Companies that do not anticipate future guest expectations or reinvent themselves to be relevant have, ultimately, become irrelevant and are no longer in existence.

We know that we need to remain alert to emerging trends and, accordingly, make adjustments in how we operate and the amenities we provide. The world is changing quickly, and our company must evolve quickly as well. During his Convention speech last year in Honolulu, Hawaii, former Chairman Jay Patel said, “Members have asked me over the years if we are moving too fast or making too many changes. Look around you – our industry is changing even faster.”

As we celebrate 70 years of success, it’s important that we take time not only to celebrate but to also reflect on the many changes we have made to advance our brand. It has truly been a revolution.

In the last 10 years we have launched the descriptor program, evolved from one brand to seven, improved our sales efforts, created an enhanced mobile digital platform, and designed a powerful loyalty program. You have also invested wisely in your staff and in your product. We have achieved record RevPAR results and are winning more awards than any other brand. But we didn’t stop there.

We embarked on a two-year effort to completely reimagine the look of our brand. We received input from travelers, travel buyers, partners and Best Western’s global hotel owners. The results are extraordinary. Our new logos are special – they were custom-designed for Best Western’s unique journey.

These new logos provide a more contemporary look for the company, showcase your investments, attract a diverse customer base, signal the company’s evolution, and help differentiate all seven of our hotel offerings. They reflect our continuing evolution to remain consumer relevant and successful.

As we set our sights on 2016 and prepare for Best Western’s next 70 years, let’s challenge ourselves to soar to new heights, reach new destinations, and achieve what was once considered impossible.

It’s a new look, a new day and a new dawn for Best Western.

Terry Porter, Chairman David Kong, President and CEO

“We recognize that change

is the one constant in

our industry. The travelers

of today are different from

the travelers of tomorrow, and we are always

evolving to meet their

needs.

STAY IN THE KNOW, ON-THE-GO.Nothing keeps your guests connected like USA TODAY. In fact, 84% of hotel guests say that USA TODAY helps them keep up with the news while traveling*

amenity.usatoday.com

*Source: Connected Traveler Survey October 2015

COVER STORY


F or more than two decades, Best Western® Hotels & Resorts has had a powerful,

trusted and familiar logo. A logo that’s been a part of Best Western’s journey as the company has grown to more than 4,100* hotels in over 100* countries worldwide. But Best Western is not the same company it was 20 years ago. The reimagined brand identity recognizes the investments made by Best Western hoteliers and the dramatic shift the brand has experienced over the past decade. A new brand identity signals change at Best Western and expands the brand’s appeal to travelers who haven’t recently experienced it. As Best Western celebrates its 70th birthday, a new dawn is on the horizon and is bounded by a sky that is limitless and a future that could not be brighter.

Over the past two years, Best Western has been working closely with leading design and research firms while examining thousands of possible logos, receiving feedback from travelers, travel buyers, partners, and global hotel owners during the process.

The challenge of rebranding a global company with diverse products in more than 100 countries required diligence and a thoughtful approach to a variety of considerations, including but not limited to signage, consumer expectations, and the changing digital landscape.

Focused on contemporizing the brand, broadening its reach, signaling that the company has evolved and placing more of an emphasis on all seven brands, Best Western’s search for a distinctive brandmark was exhaustive.

Best Western explored fonts, hand-drawn letters, and all facets of art, typography, emotion and business strategy to arrive at a unique and refined expression that captures the essence of the brand and its future. At the end of the journey, Best Western arrived at a custom, proprietary and contemporary look.

“We are embracing our future with a completely reimagined brand identity that clarifies our exceptional offerings and broadens our appeal with a contemporary, energetic and relevant look,” said David Kong, president and chief executive officer of Best Western Hotels & Resorts. “We started over. These new logos are dramatically different and illustrate the amazing products and offerings of today’s Best Western.”

In November, the logo ballot passed with overwhelming support from Voting Members. To continue to build momentum around the brand refresh, the first priority is to replace existing exterior signs with the new logos. Signs must be installed by December 31, 2017. In an effort to create excitement and awareness of the brand refresh among the brand’s consumer base and to align with new advertising campaigns, a goal of installing 1,000 signs by summer has been set.

Last December, the first Best Western Premier® sign was installed at the Best Western Premier Crown Chase Inn & Suites in Denton, Texas. “I am thrilled to have had the opportunity to serve as one of the test properties and install the first Best Western Premier sign at one of my hotels,” said Charles Helm, former Best Western Director & Chairman of the Board. >>

* Numbers are approximate and include hotels in development pipeline.

“The new sign has a modern, refreshing look and feedback from our guests has been phenomenal.” Along with the installation of new signs at each Best Western branded property, a brand refresh advertising campaign will also be implemented. Best Western’s new tagline, “Wherever Life Takes You, Best Western Is There®” demonstrates that the brand has been with its travelers wherever life has taken them, for the past 70 years. Through this multifaceted advertising campaign, the brand will emphasize the changes that have occurred at Best Western properties throughout the globe, create excitement about the brand among its most loyal customers, and entice new customers to stay at Best Western hotels.

The brand’s historic refresh has not gone unnoticed. This past December, TIME.com published the “Top 10 Logo Changes of 2015” and gave Best Western Hotels & Resorts’ new logo the top spot. The publication cited that the new logo will replace the previous logo with a “more modern blue typeface and a glossy blue BW orb,” adding that “the change will make those Best Western signs lining the interstate highways more contemporary.” Best Western beat out Verizon, KFC, IHOP and Google to earn this top spot.

In the coming months, as property signs are installed and new commercials hit the airwaves, the brand’s refresh efforts will reach new heights, making 2016 truly a year to remember.


COVER STORY

Best Western suppliers to continue fulfilling orders for existing logoed items

(e.g., amenities, cups, napkins, etc.) until June 30, 2016. If supplies for an existing logoed item

are depleted before June 30, 2016, suppliers will,

at that time, begin fulfilling orders for the newly-branded version

of the logoed item.

Present - June 30, 2016

February 29, 2016

May 2016

New advertising campaign starts.

Place new sign purchase order no later than February 29, 2016, to help meet Best Western’s goal of installing 1,000 signs by May 31, 2016.

July 1, 2016

Suppliers begin fulfilling all orders for new logoed

items (e.g., amenities, cups, napkins, etc.).

January 1, 2017

All North American hotels required to have newly-branded logoed items and print items as per the brand identity manual requirements.

COVER STORY


COVER STORY


The masterbrand logo pulls through the company’s current blue color, updated with a modern hue and uses distinctive hand-drawn lettering that was created to be contemporary, friendly and memorable. This logo will clearly define Best Western as a company with hotel and resort brands across the globe that meet the needs of today’s travelers.

The Best Western Plus® logo picks up on the brand’s traditional use of red with a more contemporary cranberry, incorporates the signature lettering and draws more emphasis to the word “Plus,” using a contemporary tapered line. The diamond shape, inspired by the shape of a mobile app, distinguishes it from the Best Western hotel brand logo by giving it a more premium look within the upper midscale segment.

The Best Western Premier® logo uses a classic yet distinct font along with unique design elements to exude elegance and style. The “BWP” monogram brings an iconic expression with its multi-dimensional elliptical shape. The “Premier” word mark uses customized lettering and is accentuated with a tapered line that ties to the Best Western masterbrand.

The design of the Best Western® hotel brand logo utilizes hand-drawn lettering that is familiar and personable and pulls through the company’s updated blue color. The centerpiece globe comes to life through the use of special effects such as gradient, highlighting and a 3-D treatment. These effects will be distinctive within the hotel industry, which traditionally uses two-dimensional logos.

FROM OUR GUESTS


BEST WESTERN – MAKING LASTING IMPRESSIONS

What does it take to leave a memorable impression with a guest? These guests will tell you, as they recount their unforgettable stays at Best Western hotels.

I would like to tell you about my stay at the Best

Western Inn of Chandler, located in Chandler,

Ariz. When my daughter and I arrived on the HOT

afternoon, we were greeted by the manager, Asha

Ram. The lobby was tastefully decorated, and the

breakfast area was spotless and in order. Mr. Ram

was courteous, accommodating and able to quickly

process our reservation details and give us our keys.

As we opened our room’s door, we discovered that

the attention to detail continued. Everything was

clean and ready for service. Each day, our room was

arranged as if we were opening our room for the first

time. The breakfast exceeded our expectations. There

were hot entrées and so many choices of drinks,

pastries and cereals that we tried a little of each.

They were delicious! We did not require much, but

everything showed forethought for guests’ needs.

Best Western Inn of Chandler made our stay so easy

and relaxing. Thank you for your attention to detail,

comfort and consistency.

Sincerely, Christine

I am extremely impressed with your hotel. I would

like to express my extreme pleasure while staying at

your property, the Best Western River North Hotel

in Chicago. I have traveled extensively to all types

of venues, from five-star properties on downward.

For a moderate price hotel, I received equal, if not

better, treatment and service from your staff. I stayed

during an unexpected blizzard and everything was

perfect. They aimed to please the guest. The property

is superbly maintained. The facilities are clean,

cheerful, spacious and welcoming. I would highly

recommend this property to any traveler in Chicago.

A Well Satisfied Guest, Frances

COVER ARTICLE


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BOARD PROFILE


BOARD PROFILE


Meet the New District VI Director

MEET OUR CONTENT CONTRIBUTORS


Best Western understands that travelers need to have information at their fingertips. Maybe they need tips on finding a destination, making vacations more affordable, packing light, traveling with their kids, the best ways to travel by road or air, or how to travel in style and comfort. Best Western’s travel blog, youmustbetripppin.com, is the place to go for these tips and more. Be sure to encourage your guests to visit youmustbetrippin.com for tips, tricks and insights to help make the most of all their travel adventures. Plus, follow us on Twitter® (@bestwestern) and Facebook® (facebook.com/bestwestern) and share the posts you find interesting.

Best Western’s list of content contributors is a who’s who of the industry’s leading travel experts. Let’s take a moment to meet some of them...

Cesar Millan Travel with Pets Expert

Cesar Millan is a renowned dog-behavior expert, best-selling author, a public speaker in high demand, and a branded pet care products designer/entrepreneur. He is widely known for his television series, “The Dog Whisperer,” broadcast in more than 80 countries from 2004 – 2012. Simply put, Millan is the pet care industry’s most recognized and sought-after authority in the field of dog care and rehabilitation. Most recently, Cesar launched “Cesar’s Way” magazine, a premier lifestyle magazine based on his

philosophy and teachings.

Teresa Strasser Family Travel Expert

Teresa Strasser is an Emmy Award-winning writer and host of the syndicated entertainment show, “The List.” But more importantly, she is a parallel parking phenom – an important skill for navigating family vacations! Having grown up in San Francisco and migrated to New York for school, Strasser has conquered both coasts with a wicked sense of humor and a “try anything once” attitude. Between stints on TLC’s “While You Were Out,” “Good Day New York,” “Good Day Live” and “The Adam Carolla Show,” Strasser has sharpened her knowledge about travel and family excursions. She’ll admit that she often gets lost and that she loves doing the touristy things many find cheesy. Strasser’s first book, “Exploiting My Baby: Because It’s Exploiting Me,” was a Los Angeles Times bestseller and garnered praise for its frank, hilarious documentation of pregnancy and childbirth.

Chris McGinnis hit the roads and skies early on and has never let up. As a kid on family vacations, you’d find him in the airplane galley chatting with flight attendants, scoring airline wings or decks of cards, and begging for visits to the cockpit. Later, Chris pursued a degree in international business. Why? Because of all the travel opportunities! He lived and learned the intricacies of the travel business and then set out on his own, founding Travel Skills Group, Inc., a company that trained new recruits at multinational corporations on how to be better, more efficient and productive business travelers. Eventually, thosegrams evolved into popular, long-running business travel columns in the Atlanta Constitution and Entrepreneur magazine, two books and a gig as a travel correspondent on “CNN Headline News.”

Chris McGinnis Business Travel Expert

pro-

MEET OUR CONTENT CONTRIBUTORS


Nadine Sykora has been traveling the world, visiting more than 45 countries over five years and recording her experiences on video. She loves seeing new parts of the world and has been to six continents. Whether she’s scuba diving with sharks, snuggling with cheetahs,

or just sipping a smoothie in a café, each new day brings a new thrill. Her passion for travel and love for comedy is contagious. She loves sharing her fun and exciting travels in videos and blog posts that teach and inspire others to follow their travel dreams.

Nadine Sykora || Video Traveler

Manny is the chairman of the Hispanicize brand of Latino social media platforms, including the annual Hispanicize event, Hispanicize Wire, the Latina Mom Bloggers network, and the Hispanic PR Blog. In addition, he is a major shareholder in the Being Latino platform and publishes his own personal family

blog, PapiBlogger. He mixes business and family quite often. After all, it’s part of his culture and partially explains how his own children have been to more than 40 states in just a few short years. When Manny is not crisscrossing the nation on business travel for Hispanicize, he loves to take family road trips to his favorite locales, including Oregon, Wyoming and Arizona. He has visited or driven through all but four U.S. states. In addition to his passion for traveling, he truly enjoys sharing practical travel tips for other business and leisure travelers to get the most out of their trips.

Jason started riding motorcycles in 1980 when he bought a 1979 Kawasaki KZ400 to commute to college, and he’s been hooked ever since. A Harley owner since 1995, he currently owns a 1993 Harley-Davidson Sportster Deluxe named “Manny.” He is a freelance writer and creative director. As a full

member of the Motor Press Guild of America, he has covered cars, trucks, SUVs and motorcycles for a variety of print, web and broadcast media, including about.com, AOL Autos, CNN.com, the Los Angeles Times, Mazdasport Magazine and Fine Living Network. Jason also writes music, theater and film criticism, in addition to the occasional screenplay.

Jason Fogelson || Motorcycle Enthusiast

Sam Lowe has been traveling and writing about it ever since he was sent to Israel and Egypt to cover a peace treaty signing that ended a brief war between the two countries. He has been stranded in Zambia, sang a solo in Munich, judged a Miss World beauty contest in Mexico, climbed halfway up Mt.

Fuji, met with the prime minister of the Republic of China, snorkeled the Great Barrier Reef, wing walked, been a circus clown, impersonated a wax dummy, and driven the Goodyear Blimp, among other things, in the 40-plus countries and 46 states he has visited. In a writing career that has spanned more than four decades, he has served as managing editor, general manager and daily columnist for a variety of newspapers. As a freelance travel writer, his stories have appeared in numerous renowned publications.

BEST WESTERN REWARDS UPDATES


Soars to New Heights in 2016

BWR Goes GlobalAs of January 1, 2016, BWR transitioned to a truly global loyalty program, making its benefits consistent throughout the world. Now, whether taking a short trip or traveling across the globe, our loyal guests can earn and redeem points at nearly any Best Western

location. Here’s a look at how the BWR international program has been enhanced:

• Points will no longer expire (a valued feature of the North American program).

• Members will earn points on nearly all reservations, without restrictions.

• Members will have more rooms to choose from when booking and redeeming free night awards (the amount of points may vary depending on the season).

• Global members will have an expanded selection of exciting, new redemption options.

• All members worldwide will now achieve elite status with just 10 nights, seven qualified stays or 10,000 points per calendar year.

• Elite members will continue to receive valuable perks – such as bonuses, special recognitions, room upgrades, in-hotel extras and exclusive offers – with the potential for even more perks in the future.

Best Western’s award-winning loyalty program, Best Western Rewards® (BWR®), is receiving some exciting updates in 2016!

Not only will the program be receiving a refreshing new look, along with the rest of the Best Western brand, but it will also be updated to add even more perks and incentives for its loyal members around the globe. “BWR is our opportunity to truly show our guests how much we value and appreciate their loyalty and business,” said Dorothy Dowling, senior vice president and chief marketing officer, Best Western® Hotels & Resorts. “What better way is there to thank

our guests than by giving them the richest and most generous loyalty program in the industry? Further enhancing this already value-packed program must be one of our top priorities in the year ahead.” BWR is critical to the ongoing success of our brand. Not only does it help to maintain a loyal customer base, but it is our most valuable asset and tool in helping to shift market share from online travel agencies to Best Western. Therefore, enrolling new members into the program must be an ongoing focus at the property level. With these exciting program updates, signing guests up has never been easier!

“We continually strive to provide our loyalty members with the absolute best the industry has to offer in terms of service value and rewards,” said Tammy Lucas, vice president, marketing, for Best Western Hotels & Resorts. “BWR becoming a truly global program means more options, benefits and perks for our most loyal guests.” Hotel owners will begin to see new materials, information and news arriving at their properties in the first quarter of 2016.

As Best Western reimagines its brand identity with a new and contemporary company logo, the BWR program is also receiving an exciting and fresh new look in 2016. In January, the program introduced a new logo, which is starting to appear in property and guest collateral, including redesigned membership cards. Best Western will continue to update direct marketing materials, new membership enrollment kits, bestwestern.com, and other digital assets with the new logo throughout the first and second quarters of 2016. With this exciting rebranding effort, BWR is keeping pace with the evolving look of Best Western and signaling to consumers that it is truly an industry-leading, world-class loyalty program.

New BWR Elite TierAnother exciting enhancement to the BWR program is the addition of a new, exclusive elite tier, Diamond Select. As of January 1, 2016, BWR members who achieve 50 or more nights, 40 qualified stays, or have 50,000 points in a calendar year, will receive Diamond Select status. This status conveys all the benefits of Diamond status, plus extra perks, including 50 percent additional bonus points per stay. This new elite tier is yet another way Best Western is enhancing its value-packed loyalty program and going the extra mile to make its most loyal guests feel valued and appreciated.

Virtual MembershipTo accommodate our guests’ growing preference for mobile, BWR is introducing virtual membership cards, rather than traditional plastic cards. All members need to do is download the virtual card onto their phone, and they can enjoy the same great program benefits without adding another card to their wallets. It’s that easy! For more details on this convenient new option, please turn to page 17.

Property Level Scorecards Starting in 2016, Best Western branded properties on two-way property management systems will receive an individualized BWR property scorecard on a monthly basis. The scorecard contains key BWR performance metrics and presents the information in an easy-to-read format. The monthly scorecard will provide properties with a snapshot of their BWR enrollment performance goal, the number of eligible guests that checked in, percentage of email addresses captured, and points earned by their front desk employees. The scorecard is a great tool for hotels to stay up-to-date on their property’s performance and to ensure that they are reaching their BWR enrollment goals.


BEST WESTERN REWARDS UPDATES

New BWR membership cards feature the program’s contemporary look.

For more information or questions on any of these new BWR program features, please contact

[email protected].

A New Look in 2016


BEST WESTERN SHIFTS TO“MOBILE-FIRST STRATEGY”

To ensure that Best Western continues to flourish in the competitive hospitality landscape, we must draw on consumer behavior and expectations to drive our investments. Increasingly, consumers are turning to mobile devices to manage more and more of life’s activities, including researching and booking travel. We are seeing this upward trend play out at Best Western. Since July of 2014, the number of people visiting our mobile site home page has exceeded those visiting our desktop home page.

This new reality is changing the way Best Western interacts with travelers and is guiding our investments. For example, the brand has shifted to a mobile-first strategy to deliver the seamless, first-rate mobile experience our guests expect. As part of this strategy, this fall, Best Western launched a new mobile website and apps. With this new mobile platform, we are making it easier than ever to search hotels and conveniently book from a

smartphone or tablet. And we are starting to see results. On a year-over-year basis, Best Western mobile bookings have more than doubled since the release of these new mobile experiences. “A mobile-first mindset is not just about delivering experiences for mobile devices. Thinking mobile-first is a shift in how we interact with our guests and accounts for the reality that more guests are choosing to interact with us first on a mobile device. Mobile-first is more about that personal connection with the guest than it is about a particular technology,” said Greg Adams, chief digital officer, with Best Western® Hotels & Resorts. “Best Western plans to build on these new platforms and deliver experiences that are relevant, personal and optimized for each guest – regardless of device.” Questions? Please contact [email protected].

An inside look at Best Western’s innovative new mobile experience.


To further enhance our mobile capabilities, starting in 2016, Best Western Rewards® (BWR®) members will be offered a virtual membership card available on both Apple® and Android® devices. This new virtual offering is a win for the brand, allowing us to respond to the consumer’s demand for mobile solutions, while adding greater ease and flexibility to our most important marketing program, BWR.

Working with technology company, PassKit, new members enrolling in BWR will be automatically sent a message inviting them to download their new membership cards. Once the card is in their electronic wallet, they will have real-time access to their status and point balances.

The virtual card allows the brand to engage with BWR members on a different level, opening new ways of communicating. For example, as the project evolves, the virtual membership card will enable Best Western to send welcome or promotion messages via the card or through a lock screen message.

The card and card messaging will be configurable on a regional basis and available in multiple languages. The virtual membership card will be the default membership card in 2016; however, members may still request a plastic card through their BWR online accounts. Questions? Please contact [email protected].

The new mobile platform includes several innovative features such as:


SENIOR VICE PRESIDENT COLUMNS

T here is no question that being part of a strong brand is a good and beneficial thing. A brand conveys certain messages and promises about

quality, reliability, integrity, affordability, originality and credibility, among many others. These messages help drive revenue and attract (and retain) customers. A brand also gives those associated with it certain other “good will” or “brand equity.” Consider, for example, how banks may not lend money without assurances that the borrower is in good standing with a strong, reliable brand. While members of Best Western® Hotels & Resorts certainly benefit from its brand equity, I believe that the most compelling characteristic of being a part of the Best Western brand ‒ and which no other hotel brand offers ‒ is the fundamental principle of “member helping member.” There is no better representation of this principle than Best Western’s robust Governors program. Best Western’s 200+ Governors willingly accept the responsibility and commitment of helping their fellow members and the brand. This includes, among other things, communicating with every member in their respective regions to help them improve and enhance quality control, customer service, design and brand identity, and to serve as a role model and overall resource to their members; assisting the Board of Directors in matters affecting their regions; attending and participating in meetings; serving in leadership roles for the brand; and visiting proposed property sites and offering their opinions with regard to membership applicants. Given these important responsibilities, Governors are not selected haphazardly. The Director

in your District carefully considers who to nominate and then the full Board decides whether to ratify that nominee as a Governor. As reflected in the eligibility criteria set forth in Best Western’s Rules and Regulations, individuals who serve as Governors lead best by leading by example. Governors must, for example, be Voting Members or owners, have three years’ hotel experience, have two years’ experience with Best Western, have above-average quality assurance scores and customer service complaint ratios, have current Best Western accounts, be current on design standards, and regularly attend District Meetings and annual Conventions. In addition to these important eligibility criteria, your Board finds the following to be essential characteristics for Governors, especially when considering a past appointee for re-appointment:

• Governors must be conversant about matters of importance to the brand. For example, Governors should ensure they are familiar with brand initiatives and ballot proposals so that they can satisfactorily answer member questions when encouraging members to exercise their right to vote.

• Governors should always vote.

• Governors should attend membership meetings so they can interact with members in their regions and actively participate in classes and seminars, sharing with others their best practices and real-world experiences.

• If being considered for re-appointment, had the Governor visited or called upon all hotels in his/her region in the past year?

• If being considered for re-appointment, had the Governor attended regional services manager or Co-op meetings in the past year?

• What was the candidate’s hotel performance with regard to Overall GRPA, GSS Overall Experience and Trip Advisor® ratings?

• Whether the candidate attended District Meetings, Governors’ conferences and annual Convention.

• Whether the candidate demonstrated a penchant for collaboration – did the individual share honest, well-thought opinions in a professional, respectful manner?

• Whether the candidate could align with the brand vision after a strategic direction was determined and could move forward in a positive manner.

• At the recently conducted 2016 Governors’ Conference, we emphasized the significance of these qualifications and discussed the various expectations of Governors, including how Governors can be more effective in interacting with the members in their regions and how Governors will conduct meetings with their members at the upcoming 2016 District Meetings.

• Governors should continuously monitor the “pulse” of their regions and provide candid advice and feedback to their Directors

• Governors must serve as role models; their hotels should rank among the best we offer to our guests in terms of quality of facilities and service.

• Governors must establish honest, candid relationships with members; they must establish a level of trust.

• Governors should be collaborative and supportive. For example, they should ensure that their honest opinions are shared when policies and programs are being conceived and discussed (e.g., at Governors’ conferences); but, once a decision is made to move forward with key initiatives, be in alignment with the brand’s vision.

• Governors should be open-minded, team players.

• Governors should view brand matters within the context of what is in the best interest of the brand (as opposed to what the impact may be on their individual hotels).

Noting these key concepts, when the Board was ratifying Governor appointments last December, the Board developed “scorecards” to help navigate the ratification process and ensure that the most qualified individuals were appointed. These scorecards emphasized the following:



The bottom line is that Governors play a vital and instrumental role in leading this brand. If they lead by example, and if they have honest, well-informed communications with their members upon the principle of “member helping member,” trusting relationships will be formed, which will enable the future success of our membership association.

In 1980, our nation and the world was riveted by an unlikely miracle that unfolded on an ice rink in Lake Placid, N.Y. The U.S. men’s Olympic hockey team, made up of amateur and collegiate players, successfully outplayed the heavily favored Soviet Union national team, and went on to win Olympic gold. No one thought it was possible. Yet, the U.S. players rose to the challenge before them, defied the odds, and took home the gold for a proud nation.

This story has always inspired me and demonstrates the powerful results that come from working as a team. For the past 70 years, Best Western has built an iconic brand on the power of teamwork. The guiding voice for our team has always been the customer.

The customer’s voice must continue to be at the forefront of all we do at Best Western, particularly when we look at the current distribution landscape. Aggregator sites are transforming the way that customers book travel, giving them an unprecedented number of choices. Aggregators are growing in number and in consumer reach. In order to thrive in this competitive landscape, we must listen, learn and be responsive to the customer. We must win the customer over – every day, every time – in terms of service value, appreciation and respect.

Responding to the customer is exactly what we have done through the redesign of our award-winning Best Western Rewards® (BWR®) program. This tremendous loyalty program has emerged as a powerhouse among our competitors and is one of our greatest tools in mitigating the influence of aggregators. The BWR program offers significant value to customers – from preferred rates to redeemable points – that they are unable to get through other channels. The program significantly outperforms the competition, offering points that never expire and the lowest redemption thresholds for awards. Now, we are upping the value proposition to our customers even more, by transitioning into a truly global program.

As we move into 2016, one of our primary goals must be the constant acquisition of new members into this crucial program. By increasing our enrollments, we are securing our future and creating brand loyalists that will continue to choose Best Western stay after stay. To truly win in the new distribution landscape, we must continue to build this program and deliver the extra effort in welcoming BWR members into our hotels and brand.

Another way we can win? While many of you may be familiar with IQ, the intelligence quotient, you may not

know there is another factor that is equally, if not more important, in terms of understanding a person’s ability to identify challenges, embrace creative solutions and, ultimately, succeed. This factor is CQ, or curiosity quotient. People with a high CQ have “hungry minds.” They are highly inquisitive, open to new experiences, and are agile. These are the people that are always going to rise to the top. These are the people that are going to win.

We can win as a brand, and meet the challenges before us, but we

must remain curious and agile and continue to work together. It will require us to partner in deeper ways than ever before. Going back to the story of the Olympic hockey team, it is important to note that they were not the best team on the ice. There were teams with greater skill, greater resources. However, their strength was that they played together, believed in themselves, and always put the team first. If we continue to play as a team, keep our minds open to new solutions, and let the voice of the customer be our guide, there is nothing we can’t achieve. This is our time to win.



To learn more visit hospitality.standardtextile.com or call 1.800.323.5246 ext. 7063.

By focusing on your needs, and those of your guests,

we’ve engineered terry and sheeting that deliver

unsurpassed durability, longevity, and value while creating

an exceptional experience for those who use them.

Your bottom line matters.We can help.















When we work together, we achieve outstanding results. Over the past several years, we have partnered in new and innovative ways, and our efforts are paying off. We continue to experience record revenue per available room (RevPAR) performance, customer and member satisfaction is at an all-time high, and we are winning more awards than any other hotel brand.

However, success is never final. Therefore, we must continue to test our limits and search for new ways to innovate, evolve and excel. As a result, we are embarking on yet another game-changing journey together. This year, because of your support on a key ballot proposal, we are redefining our approach to Regional Services.

As of this past December, regional services managers (RSMs) no longer provide both regular quality assurance (QA) assessments and hotel performance support. Under this new system, we have the unique opportunity to further enhance our engagement with your hotels – to be a true partner in the field. We will now have the opportunity to fully leverage the skills and experience of the Best Western team, with the singular purpose of providing unparalleled support to our hotels. The highly skilled RSM group will work side-by-side with your hotel team, providing consultation and support in the areas that you deem important. RSMs will provide training, sales and revenue support, and will help you identify operational efficiencies and guest service strategies. They will assist in the implementation of the final phase of BestREVsm and will facilitate training in the roll-out of the I Care® Every Guest, Every Time program.

Your RSM will be your resource in nearly every area of operation, from helping you prepare for your QA inspection by LRA by Deloitte to helping coordinate your sales effort, the RFP process or Best Western Rewards® sign-up activity. Additionally, the RSM team

will maintain constant communication and assist your hotel in the development and successful implementation of quarterly action plans intended to enhance overall hotel performance. This unique level of support will help to increase RevPAR performance and boost your bottom line. Our success is defined by making our “impossible dream” a reality – to be No. 1 in J.D. Power, to have the No. 1 loyalty program, and to beat Hampton

in RevPAR.

Over the last several years, you have trusted us to implement changes that will enhance hotel and brand performance. As a result, we are completely reimagining the way we do business, from innovative programs like the new RSM model, to new logos that provide our brand

a modern and contemporary look, to the staggering $2 billion you are investing in property improvements through the Design Excellence Program.

Henry Ford once said, “Coming together is a beginning, keeping together is progress, and working together is success.” With your commitment and invaluable partnership, we are on the brink of making the “impossible dream” possible.

WE’LL REMEMBER YOU,that’s the difference.

You’re so much more than just a number at Star Linen & Supply. We not only strive each day to deliver the highest level of service, we also take great pride and satisfaction in our many relationships, long term as well as new. Since 1987 our focus has always been on you.

www.starlinen.com | 800 782 7999 | [email protected]


TOUCHPOINT CORNER

TOUCHPOINT CORNER


Your Worldwide Sales team is the voice of Best Western around the world. Worldwide Sales managers are strategically deployed across the globe to build brand loyalty with customers, increase brand exposure and awareness, and move market share to Best Western. Not only are their efforts helping us to earn more business travel and drive more bookings, but they are also catching the eye of the industry. Here’s a sampling of some of the recent awards Worldwide Sales has taken home for the brand:

Best Group Hotel Brand – limited service

Best Western® Hotels & Resorts was recently named “Best Group Hotel Brand – Limited Service” at the 2015 American Group Travel

Awards. This ceremony recognizes leading suppliers and organizations in the North American group travel sector. This recognition represents a significant win for the brand that has actively worked to capture market share of this critical and fast-growing travel segment.

sales cHampion 2.0 Wins “Jolt” aWard

Best Western was honored with a JOLT award for its General Manager Sales Champion 2.0 program. The award, given by the Canadian Society for Training and Development,

recognizes outstanding training and development programs that offer innovative, creative and cost-effective training solutions. To sign-up for this premier program, please visit bwiuniversity.com > Learning Tracks > Regional Training > Sales & Marketing Track.

Best Western plus® is tHe Favorite For Business travel

Best Western Plus was recently selected by readers of Business Travel News as the No. 1 upper mid-price hotel brand for the second year in a row. Additionally, the Best Western

brand again ranked in the top three for best mid-price hotel for business travel. Best Western Plus continues to beat out other brands such as Hampton, Holiday Inn Express, Holiday Inn and Fairfield as the favorite for business travel.

NORTH AMERICAN DEVELOPMENT


Best Western® Hotels & Resorts continues to

bring quality hotels into the fold. The following properties were

activated between July 2015 and November 2015, with three Best

Western®, 13 Best Western Plus®, one Best Western Premier®

and two BW Premier Collection® hotels joining the brand.

of the BEST WESTERN FAMILY! WELCOME to the NEWEST MEMBERS

Best Western= 1,196Best Western Plus= 815 Best Western Premier= 25BW Premier Collection= 3

TOTAL= 2,039

Here’s a breakdown of total activated Best Western properties in North America as of Dec. 31, 2015:

Muscatine, Iowa

Newton, Iowa

Hilton Head, S.C.

Coweta, Okla.

Nashville, Tenn.

Cedar Falls, Iowa

Spring, Texas

Laredo, Texas

Columbia, Mo.

Elmendorf, Texas

Carter Lake, Iowa

Hattiesburg, Miss.

Welches, Ore.

Guanica, Puerto Rico

Best Western Pearl City Inn

Best Western Holiday Manor

Best Western Ocean Breeze Inn

Best Western Plus Coweta’s 1st Hotel

Best Western Plus Sunrise Inn

Best Western Plus Technology Park Inn

Best Western Plus Spring Inn & Suites

Best Western Plus Laredo Inn & Suites

Best Western Plus Columbia Inn

Best Western Plus Elmendorf Hotel

Best Western Plus Omaha Airport Inn

Best Western Premier University Inn

BW Premier Collection Resort at The Mountain

BW Premier Collection Copamarina Beach Resort & Spa

Lacombe, AlbertaFort Saskatchewan, AlbertaMoosomin, Saskatchewan Windsor, OntarioSaskatoon, Saskatchewan

Best Western Plus Lacombe Inn & SuitesBest Western Plus Fort Saskatchewan Inn & Suites

Best Western Plus Moosomin HotelBest Western Plus Waterfront Hotel

Best Western Plus East Side

The BW Premier Collection Resort at The Mountain is located one hour from Portland, Ore., and is

beautifully situated within the scenic Salmon River Valley and Mt. Hood National Forest. Its close proximity to several premier ski resorts makes the BW Premier Collection Resort at The Mountain a popular destination for tourists both near and far. The 157-room property features lush grounds and picturesque scenery, including a 27-hole golf course originally designed in 1928. Guests can also relax and unwind without venturing off-grounds by visiting the property’s boutique spa, which offers a full menu of rejuvenating services. With its incredible mountain views, fine amenities and premier location, the BW Premier Collection Resort at The Mountain provides the perfect atmosphere for an unforgettable guest experience.

Best Western Holiday Manor, Iowa

Best Western Plus Coweta’s 1st Hotel, Okla.Best Western Premier University Inn, Miss.

Best Western Plus East Side in Saskatchewan, Canada

spotlight: BW PREMIER COLLECTION RESORT AT THE MOUNTAIN

NORTH AMERICAN DEVELOPMENT


MEMBER NEWS


When several devastating wildfires struck the Canadian province of British Columbia, the Best Western Plus Sunrise Inn quickly responded to help those impacted by the fires’ destruction. In early September, Millie Jarrett, general manager of the Best Western Plus Sunrise Inn, helped host a fundraising barbeque to support wildfire victims from Rock Creek, Oliver and Osoyoos. The barbeque was a great success, as community members provided cash donations, food bank items and toiletries for those who lost their homes and other possessions. The fundraising barbeque was an honorable contribution to the massive and inspiring relief efforts from around the region.

MAKING MIRACLES A REALITYWhile many travelers stay at Best Western branded hotels for leisure or business, there are also guests who stay while a loved one is being cared for in a nearby hospital. To help those undergoing health issues and the facilities that are providing their care during these difficult times, 15 Best Western branded hotels from the Atlantic Canada Co-op joined together to make a charitable donation to the IWK Health Centre in Nova Scotia. As a critical health care and research facility for Canada’s Maritime provinces, IWK hosts its largest annual fundraiser, the IWK Telethon, and invites community members to

make a donation. Best Western participated in the “Miracle Match” segment of the telethon and matched up to $5,000 in donations. Best Western’s participation in Miracle Match contributed a total of $16,937, helping make the 2015 IWK Telethon reach a record-breaking $6,270,346.07.

Photo Caption: Francis Hince (right), former general manager, Best Western Charlottetown, presents a donation check to IWK.

Relief effort volunteers: (From left to right): Lucky Gill (Owner), Ron Bordeleau, Annette Star (Elks Club), Ingrid Nicholson, Millie Jarrett (general manager), Renate Elliott, Ron Unrau & Karen Hardy

BEST WESTERN HOTEL SUPPORTS FIRE RELIEF EFFORTS

www.hospitalitywifi.comPhone: 1.419.634.0587

Toll-Free: 1.800.307.1044Fax: 1.800.464.0832

Don’t get left behind – give us a call today and find out how Hospitality WiFi and gigabit wireless can help you make

your guests happier and keep them coming back!

Why should you upgrade to 802.11ac, aka gigabit wireless?

• Faster speed and more capacity• Better performance for in-room IPTV, VoIP, room service, and conferencing• Easier lock-on for mobile devices such as iPods/iPads

•• Supported by more than 40% of new mobile devices – guests expect it!

Keep Your Guests Happywith Gigabit Wireless

This past October in Pembroke, Ontario, the Best Western Pembroke Inn & Conference Centre kicked off the fall season at the starting line of its annual Zombie Thrill Run. The run, which is held in support of the Canadian Cancer Society and the fight against breast cancer, brings community members together for a fun 2K/5K/10K route, and participants are encouraged to dress up in their spookiest attire in celebration of Halloween. The fundraiser was led under the guidance of Tammy Blackmore, the hotel’s fitness center manager, who is known for her outstanding charitable efforts. The run continues to grow in community involvement every year with an increase in participants, volunteers and sponsors. This year was the best to date, raising over $32,000 in donations.

Tammy Blackmore, fitness center manager,

Best Western Pembroke Inn & Conference Centre

(Left to right): Terry Anderson, Joann Anderson, CEO of Southeastern Health, Paru Patel, owner, Best Western Lumberton, & Pramit Patel, owner, Best Western Lumberton

Paru and Pramit Patel, owners of the Best Western Lumberton, take pride in supporting important causes in their community. As committee chairs of the Southeastern Health Foundation in Lumberton, N.C., the couple led the foundation’s 23rd annual gala with a “Shades of India” theme. The foundation’s annual gala is hosted every year to help support the critical services provided by the health facility. And this year, the funds raised benefited the transport services used for transferring patients with additional care needs to neighboring medical facilities. The event drew in 24 sponsors, 31 benefactors, 46 patrons and more than 460 guests, raising more than $120,000 to upgrade the important service vehicles. Under the leadership of Paru, not only was the gala a success, but it was a memorable and cultural experience for all. The event was infused with Indian culture, as vibrant and exotic flower arrangements accented the room, and attendees enjoyed authentic Indian dance performances. Various Indian dishes were provided as dinner options and, in addition to the black-tie attire, many attendees wore Indian-influenced dress to match the theme of the night.

BEST WESTERN HOTEL OWNERS LEAD LOCAL FUNDRAISER WITH AN INTERNATIONAL TWIST

MEMBER NEWS


ANNUAL FUN RUN BRINGS IN “THRILL”-ING DONATIONS

Invest in a collection of products that reflect your sustainable commitment.

Living Green™

6174-1506

Online americanhotel.com/bestwesternCall 1-800-323-5686

We’re proud to deliver onYour Best Western® experience

We’ve made our name by helping you deliver memorable guest experiences. From essential products that meet your standards to our ease of ordering and delivery, we’re committed to being your single source in hospitality.

Sign in and start ordering today!

Using your personalized Best Western® site, you’ll enjoy fast, easy ordering with simple-to-use online tools, including order status, shipment tracking, budgeting and favorites lists.

We have your brand-approved, eco-responsible line of towels in

stock and ready to ship.

Green Towel MadeExclusively for Best Western® NEW Martex® DryFast® bed-ready

linens are specially designed to dry 30% faster than regular sheets, which

saves time and energy costs.

Innovative Items

Turn to our growing private brand and a lasting promise of quality and savings.

Some Registry items may not be applicable in Canada.

Registry®Our wide variety of amenity offerings

gives you the luxury of choice.

Amenities

Online canadianhotelsupply.com/bestwesternCall 1-800-950-9970

Perry Sloneker, general manager, Best Western Chelsea Inn & Suites

Scott Melhaff & Christine Holland-Mehlhaff, owners, Best Western PremierThe Lodge on Lake Detroit

MEMBER NEWS


Best Western® Hotels & Resorts Asia was recently named “Asia’s Best Mid-Range Hotel Brand” by the esteemed travel trade publication, Travel Weekly Asia. This honorable recognition marks a significant achievement for the overall brand and is notably one of several major awards presented to the Best Western Asia office in 2015. This honorable title was given to the brand by readers of Travel Weekly Asia and Travel Weekly China, who participated in a survey and shared their best choice of travel companies. Award winners were celebrated at the acclaimed ME@OUE venue in Singapore and were in the company of fellow international travel industry leaders.

Olivier Berrivin of Best Western Hotels & Resorts – Asia (fourth from right) & fellow winners of the Hotel Category posing with Bob Sullivan,

president of the Travel Group, Northstar Travel Media (third from left) & Irene Chua, group publisher of Travel Weekly Asia (far right).

BEST WESTERN BRINGS HOME THE VOTES

The Minnesota Lodging Association hosted its 2015 awards banquet to recognize individuals and companies for their superior accomplishments throughout the year. Best Western was well-represented, taking home two out of the five prestigious awards presented. Perry Sloneker, general manager, Best Western Chelsea Inn & Suites in Monticello, Minn. earned the General Manager of the Year award; the Best Western Premier The Lodge on Lake Detroit was awarded Small Property of the Year.

BEST WESTERN HOTELS RECOGNIZED BY MINNESOTA

LODGING ASSOCIATION

In MemoriamBest Western notes with sadness

the passing of the following members

of our hotel family. Our thoughts and

condolences are with their loved ones.

Don Seaton passed away in September of 2015 and was an owner of the Best Western Crystal River Resort located in Crystal River, Fla. He formerly served on the Board of Directors, representing District IV. His son, Daryl Seaton, is currently a Voting Member.

Paula Cassara passed away in January of 2016 and was the wife of Brian Cassara, Voting Member and general manager for the Best Western Turtle Brook Inn in West Orange, N.J.

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• 1 Year Commercial Warranty

BUILT ON TRADITION IN THE USAPowerful cleaners built in Cookeville, TN

from globally sourced components.

This past summer marked the 10th year the Best Western Kodiak Inn & Convention Center welcomed the service men and women of the Wounded Warriors Project (WWP) for a week-long Alaskan vacation. The Best Western Kodiak Inn & Convention Center donates its rooms to the WWP visitors and provides them with a

lodging experience unlike any other with its central location in downtown Kodiak and breathtaking views of St. Paul Harbor. Local recreational companies also contribute their services to add to this special week by donating charter boats for fishing and sightseeing. Also, nearby fish processors and local eateries donate meals and snacks for the WWP visitors to enjoy throughout their stay. While each local organization plays its unique part in making the week special, everyone in the community joins together in gratitude to thank the service men and women for serving their country.

WELCOMING THE WARRIORS

HOTEL MANAGEMENT’S THIRTY UNDER 30 FEATURES ONE OF OUR OWN

BEST WESTERN HOTEL HELPS REBOOT “MYSTERY SCIENCE THEATER 3000”

Bill Dombrowski, general manager, Best Western Plus University Inn in Olean, N.Y., was recently recognized in Hotel Management’s 2015 list of Thirty Under 30 Top Rising Stars in the industry. On an annual basis, Hotel Management recognizes 30 professionals of, or under the age of 30, who have been nominated and selected as emerging leaders in the hospitality industry. Bill’s experience and accolades positioned him well for the list. Inspired and intrigued by the new opportunities the hotel industry seemed to offer, Bill developed an interest in the hotel industry during college and began working in the maintenance department at the Best Western Plus University Inn. Two years later, he found himself eager to take on additional responsibility and acquire more knowledge about the hotel’s day-to-day operations. After much dedication and hard work, Bill took on his current role as general manager and continued to reach for greater heights within the hotel. Bill’s leadership has been a key driver in the Best

Western Plus University Inn’s successes, as he helped the hotel achieve status within the top 10 percent of Best Western hotels. When asked about his feature in Hotel Management’s Thirty Under 30, Bill gave thanks to his Best Western colleagues along with friends and family members who have supported him in making his dream a reality.

The highly acclaimed TV series “Mystery Science Theater 3000,” commonly abbreviated as MST3K, is coming back with 14 new episodes after being off the air for approximately 17 years. The revival of the series is owed, in part, to the generous donations of the Best Western Denver Southwest. Best Western Denver Southwest contributed over $40,000 in donations to support the MST3K campaign, run by the global Kickstarter organization, which helps artists, musicians, filmmakers, designers and other creators find the resources and support they need to make their ideas a reality. The campaign was initiated to demonstrate to industry executives the show was indeed a crowd favorite, as it influenced a generation of esteemed comedians and creators. Companies and individuals from around the world supported this campaign and raised a record-breaking $5,764,229. These donations, combined with Kickstarter’s sale of MST3K merchandise, raised a total amount of $6.3 million to reboot the show. The owners of Best Western Denver Southwest, Greg and Meredith Tally, not only helped bring the show back to life, but will join in on producing the new season as they have accepted the opportunity to become the program’s executive producers and will work directly with the show’s creator, Joel Hodgson.

MEMBER NEWS


To learn more about Best Western’s partnership with Harley-Davidson or

the Rider Friendly programs, please contact the Best Western Partnership

team: [email protected].

SM

Riders = RevenueBest Western Rewards® Motorcycle Rider Program

Best Western® Hotels & Resorts is proud to be the o� cial hotel partner of Harley-Davidson® Motor Company, the leading motorcycle manufacturer in the world with a strong, unique brand culture. Last year, motorcyclists spent over $11 million at Best Western branded hotels through various motorcycle rider programs. With these special programs and so many hotels located along scenic highways and popular interstates, growing revenue has never been easier.

Harley-Davidson, Harley, H-D, the Bar and Shield logo, and H.O.G. are among the trademarks of H-D U.S.A., LLC. Each Best Western®

branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered servicemarks of Best Western International, Inc. ©2016 Best Western International, Inc. All rights reserved.

1644 Harely approved.indd 1 1/5/16 5:56 PM


TOUCHPOINT CORNERNEED TO KNOW

Breakfast Program Goes into Effect April 1, 2016

With the passing of the ballot proposal “Driving Revenue through Improved Breakfast,” Best Western is excited to enhance its breakfast offerings and improve guests’ overall experiences, which will help drive guest satisfaction with the brand. More than 200 Best Western branded hotels have already adopted this new breakfast program and have observed increases in overall guest satisfaction scores and their guests’ intent to recommend the Best Western brand to others. Please note that all North American Best Western hotels must implement the breakfast enhancements outlined in the ballot proposal no later than April 1, 2016. For assistance with ordering supplies and implementation, please refer to the Breakfast Starter Kits (available for U.S. and Canadian members) on mybestwestern.com > Hotel Operations > Food & Beverage > Breakfast Starter Kits (or search on key words “breakfast starter kits”). For additional support, please contact your regional services manager.

Best Western Rewards® Enrollment Goal Increased on January 1, 2016

Best Western Rewards® (BWR®) is our brand’s most important marketing program. It is an effective tool to maintain and grow our business, while staying ahead of the competition. In order to increase acquisition into the BWR program and to ensure hotels are contributing to this effort, the Board approved a motion modifying the BWR Minimum Enrollment Threshold program. As of January 1, 2016, the threshold increased from .75 percent to 1 percent per available room per day. Enrollment threshold goals will continue to be evaluated on June 30 and December 31, measuring a rolling 12-month period. Questions? Please contact BWR Property Support at 877-735-1737 or email [email protected].

Attention BestREVsm Users!

Saving time and increasing revenue is the reason for BestREVsm and, as promised, the central reservation system integration feature of the Price Optimizer is ready for general release. This phase of the project takes the price recommendations from BestREV and, with the click of a button, makes the change in MemberWEB and Best Western distribution channels (e.g., bestwestern.com, CRO, GDS and connected online travel agencies). This is a big win for hotels that can benefit from more frequent rate changes, but don’t due to the time it takes to make rate changes in the property management system. To learn more and request that this feature be activated for your hotel, please contact your revenue manager directly at 800-766-9247 or email [email protected].

Reminder: First Call Resolution for BWR Complaints

As a reminder, all properties are required to issue a snack/beverage in a BWR-branded bag or 250 bonus points to all Platinum, Diamond and Diamond Select elite BWR members staying at the property. Complaints received from BWR members for failure to deliver the elite recognition gift are handled according to the First Contact Resolution schedule.Questions? Please email [email protected] or call 877-735-1737.


NEED TO KNOW

Protect Your Investment and the Membership with Compliant Insurance Policies

Best Western’s Bylaws and Rules and Regulations require that members have adequate insurance coverage that not only protects their investment, but also protects their fellow members. The minimum liability coverage for commercial general liability is $6,000,000 per occurrence (any combination of general liability, excess and umbrella coverage) and $1 million of auto liability coverage. Importantly, ensure your policies and certificate of insurance list (i) the legal entity name of the hotel owner as the named insured and (ii) the hotel name and address. Those names must match Best Western’s membership records. Lastly, all policies must name Best Western International, Inc. as an additional insured. Please contact your insurance broker if you’re not certain whether your insurance policy meets Best Western’s requirements. Questions? Call Sasha Williams at 602-957-5625 or email [email protected].

New Front Desk Manager Certification Option and Deadline

Based on Best Western member feedback, Best Western created a new, limited-service hotel version of the full-service Certified Front Desk Manager (CFDM) American Hotel & Lodging Association certification course currently available. Due to the addition of this course, the Board approved a motion to extend the deadline six months, to June 30, 2016, for hotels to complete the CDFM certification. The Education and Training department will notify all hotels as to which CDFM certification they will be required to complete based on hotel type (full or limited service). Please note that if you hold a certification including Certified Hotel Administrator, Certified Hotel Owner or Certified Lodging Manager, these higher certifications replace the need for this required CFDM certification if there is no designated front desk manager.

Easy Way to Share Guest Feedback with Staff Voting Members and general managers can easily make guest comments and satisfaction data in the Medallia system available to their staff through a “read only” account. The “read only” account has many of the same features as the current manager account, but prevents the user from accessing the more sensitive data. The following items are not available in the “read only” accounts:

• Rapid response / emailing the guest

• Ability to assign and close alerts

• Viewing/updating the activity log

• Configuring social media sources and responses

• Exporting data from the system

• Configuring social media competitor list

• Posting responses to social media reviews

• Guest email address and Best Western Rewards®

numbers

If you need assistance with accessing this email account or need to receive your account username, please contact the

Property Help Desk at 800-528-1902.

Associating Photos with Room Types on ICE Portal

The ICE Portal now has the ability to associate room photos with a property’s room type. The feature appears on the new Best Western mobile apps and mobile websites, which launched last September, and also appears on online travel agencies and other sites that include room type photos. Please login to the ICE Portal to match your room types so your hotel is properly represented. Contact the Digital Marketing team at [email protected] or 855-504-1075 if you have any questions or to receive an online tutorial.


GAME1. There is a painting on the back wall.2. The hanging light near the back wall has been moved.3. The oranges and bananas have been swapped.4. The color of the coffee dispenser has been changed to blue.5. The floor tile is different.

6. One stack of paper cups next to the juice dispenser is higher.7. There is an extra electric outlet behind the waffle maker.8. The white bread in the toaster is missing.9. One of the levers on the left toaster is pushed down.10. There is an extra cabinet handle below the juice dispenser.

Answers: (Differences in the second photo)

There are 10 differences between these two photos. Can you spot them? Property Insurance Claims:

Things Get Complicated Fast …

… and you don’t want to miss anything.

800.382.2468 | www.AdjustersInternational.com

Copyright © 2016 Adjusters International, Inc. Adjusters International ® and the AI logo are registered trademarks of Adjusters International, Inc.

The insurance company has their own adjuster and team of experts to

scrutinize your claim. With Adjusters International, you bring our adjusters

and the power of their knowledge and experience to work on your behalf.

For more than five years Adjusters International has been a part of

Best Western’s Endorsed Supplier Program. Should your hotel experience

fire, flood, wind damage or the like, contact us to see how we can help

guide you to the best possible financial recovery.

AI_BestWesternWayMagazine_2016.indd 1 1/5/16 2:38 PM

Property Insurance Claims: Things Get Complicated Fast …

… and you don’t want to miss anything.

800.382.2468 | www.AdjustersInternational.com

Copyright © 2016 Adjusters International, Inc. Adjusters International ® and the AI logo are registered trademarks of Adjusters International, Inc.

The insurance company has their own adjuster and team of experts to

scrutinize your claim. With Adjusters International, you bring our adjusters

and the power of their knowledge and experience to work on your behalf.

For more than five years Adjusters International has been a part of

Best Western’s Endorsed Supplier Program. Should your hotel experience

fire, flood, wind damage or the like, contact us to see how we can help

guide you to the best possible financial recovery.

AI_BestWesternWayMagazine_2016.indd 1 1/5/16 2:38 PM

JUNE

CALENDAR


MAYFEBRUARY

22 - 26 Board of Directors Meeting in Phoenix, Ariz.

29 - Mar. 1 Hotel Association of Canada Conference in Toronto, Ontario

MARCH

9 - 13 ITB in Berlin, Germany

16 - 18 (Hunter) Hotel Investment Conference in Atlanta, Ga.

17 - 19 HI Connect, Nashville, Tenn.

21 - 25 Board of Directors Meeting, Phoenix, Ariz.

29 - April 1 AAHOA in Nashville, Tenn.

APRIL

4 – 5 District IV Meeting in Atlanta, Ga. (Sheraton Atlanta)

7 - 8 District VII Meeting in Portsmouth, Va. (Renaissance Portsmouth- Norfolk)

11 - 12 District II Meeting in Spokane, Wash. (Davenport Grand Hotel)

17 - 19 Alberta Hotel Association Show, Lake Louise, Alberta

18 – 20 GBTA Canada in Toronto, Ontario

19 - 20 District III Meeting Indianapolis, Ind. (JW Marriott)

25 - 28 Rendezvous Canada in Montreal, Quebec

4 - 6 Travel Exchange, Best Western Plus Landmark Hotel & Suites in New Orleans, La.

10 - 11 Caribbean Hotel Resort Investment Summit (CHRIS) in Miami, Fla.

11 - 12 District VI Meeting, Indian Wells, Calif. (Hyatt Regency Indian Wells)

16 - 17 District I & V Combined Meeting in San Antonio, Texas (Hyatt Hill Country)

16 - 17 Canadian Hotel Investment Conference in Toronto, Ontario

22 - 25 ICSC in Las Vegas, Nev.

23 - 27 Board of Directors Meeting in Phoenix, Ariz.

5 - 7 NYU Investment Conference in New York, N.Y.

12 - 14 Business Travel Forum, Lancaster, Pa.

12 - 15 NACDA in Orlando, Fla.

18 - 22 Pow Wow in New Orleans, La.

*Dates subject to change.

Information on some

regional marketing

Co-op meetings is

yet to be determined.

For updates, contact your

regional marketing manager.

Our Mission: Operation Hospitality®

Best Western is pleased to offer the men and women serving in the armed forces an exclusive program that honors your service and provides added rewards and discounts for your Best Western hotel stays.

SM

JOIN TODAY | Visit BWmilitary.com

Each Best Western® branded hotel is independently owned and operated. Best Western and Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2016 Best Western International, Inc. All rights reserved.

1645 Service rewards full page approved.indd 1 1/5/16 5:56 PM

Our Mission: Operation Hospitality®

Best Western is pleased to offer the men and women serving in the armed forces an exclusive program that honors your service and provides added rewards and discounts for your Best Western hotel stays.

SM

JOIN TODAY | Visit BWmilitary.com

Each Best Western® branded hotel is independently owned and operated. Best Western and Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2016 Best Western International, Inc. All rights reserved.

1645 Service rewards full page approved.indd 1 1/5/16 5:56 PM

PRE-SORTED STDU.S. POSTAGE

PAIDPERMIT # 3418

PHOENIX, AZ

Visit bestwestern.com/spring and register today!

Rewards Worth Celebrating

Offer ends 5/8/16. Other restrictions apply. Visit bestwestern.com/spring for complete terms and conditions. Each Best Western® branded hotel is independently owned and operated. Best Western and the Best Western marks are service marks or registered service marks of Best Western International, Inc. ©2016 Best Western International, Inc. All rights reserved.

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