final approved best western way _fall 2016_oct 25.2016

The Official Magazine for Best Western® Hotels & Resorts Members

FALL 2016

Best WesternWAY

ANNUAL CONVENTION COMES HOME

MAKING A DIFFERENCE: Best Western for a Better World

NEW BESTWESTERN.COM: The Latest Addition in Best Western’s Digital Transformation

IT’S A NEW DAWN

CONVENTION EDITION

Best Western Way _Fall 2016 Revised Approved.indd 1-2 10/4/16 9:58 AM

Best Western Way | Fall 2016 • 33 • Best Western Way | Fall 2016

The Shows Your Guests Want. The Entertainment They Deserve.

BIGGEST AND LATEST MOVIES* More $100M+ Hollywood hit movies than any other premium network.

STUDIO DEALS HBO has more output deals with major Hollywood studios than any other premium TV network, including deals with Warner Bros., Fox, Universal and Summit.

FAMILY-FRIENDLY PROGRAMMING HBO Family® provides a commercial-free, safe environment showcasing kid-friendly programming and movies.

ADDICTIVE SERIES Captivating shows like Game of Thrones®, Ballers®, Silicon Valley® and new shows coming this fall.

YOUR GUESTS WANT ITHBO IS THE #1 CHOICE† Guests choose HBO 5 times more often than any other premium network.

MORE ENJOYABLE STAY† 61% of guests believe that having HBO makes their stay more enjoyable.

BRAND LOYALTY† 55% of guests think more favorably of a hotel if it provides HBO in their rooms.

BIG SCREEN VIEWING PREFERRED† 94% of all hotel guests prefer to watch shows and movies on the hotel TV instead of on a personal viewing device.

WHY HBO®?

Visit HOMEBOXOFFICE.COM/BULKMARKETS to learn more about what HBO has to offer!

*Source: boxofficemojo.com. †Source: 2016 HBO Lodging Study. Market Research ©2016 Property of HBO Research.

© 2016 Home Box Office, Inc. All rights reserved. HBO® and related channels and service marks are the property of Home Box Office, Inc. ©2016 Sesame Workshop®. Sesame Street® and associated characters, trademarks and design elements are owned and licensed by Sesame Workshop. All rights reserved.

32 RETHINKING OTA PARTNERSHIPS: Insights From Dorothy Dowling

34 THE GUEST EXPERIENCE OF TOMORROW: Ron Pohl on Anticipating Guest Expectations

37 MAXIMIZE BRAND VALUE: Mark Straszynski on Upping ROI

39 TOUCHPOINT CORNER: More About Your Marketing Activation Team

40 ALL NEW: The Digital Transformation

42 FROM OUR GUESTS: Letters of Appreciation

44 NORTH AMERICAN DEVELOPMENT

48 MEMBER NEWS: Our Members Taking Action

54 I AM A MEMBER: Meet Madeleine Levesque-Toner, District VII

58 CALENDAR: Happenings From October - February

60 NEED TO KNOW: The Latest Brand News

62 TEST YOUR TRIVIA: See How Much You Really Know About Best Western

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

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 West-ern offers seven hotel brands to suit the needs of developers and guests in every market: Best West-ern®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western℠, Vīb®, BW Premier Collection® and GLōSM. Now celebrating 70 years of hospitality, Best Western provides its ho-teliers with global operational, sales and marketing support, and online and mobile booking capabil-ities. More than 26 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 world-wide. The brand’s partnerships with AAA/CAA, Minor League Baseball, and Harley-Davidson® pro-vide travelers with exciting ways to interact with the brand. Best Western continues to set industry records regarding awards and accolades, including Business Travel News naming Best Western as the best midscale hotel brand in 2014 and Best West-ern Plus as the best upper mid-price hotel brand in 2014 and 2015, four consecutive Compuware Best of the Web gold awards for best hotel website, and seven consecutive AAA/CAA Hotel Partner of the Year awards. Nearly sixty percent of Best Western branded hotels earned a TripAdvisor Certificate of Excellence award in 2016.*Numbers are approximate and may fluctuate.

BOARD OF DIRECTORSChairman Terry Porter, District I; Terrance Bichsel, District II; Anthony Klok, District III; Ishwar Naran, District IV; Jayesh Patel, District V; Peter Kwong, District VI; James Cosgrove, District VIIPRESIDENT AND CHIEF EXECUTIVE OFFICERDavid KongMANAGING EDITORBethany SamaddarEXECUTIVE EDITORKelly DaltonCONTRIBUTORSKelly Dalton, Courtney McCurry, Bethany Samaddar, Dana Kleven, Rob Larson

Best Western International, Inc., its subsidiaries and affiliates (collectively “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, disabil-ity, citizenship, veteran status or other protected group status in matters of admissions, employ-ment, or services, or in the programs or activities Best Western operates, in accordance with applica-ble laws and Best Western policies.Email submissions to: Bethany Samaddar at [email protected].

5 WELCOME LETTERS: Our Possibilities Are Endless

6 COVER STORY: A New Dawn: 70 Years in the Making

10 DESIGN UPDATE: Design Excellence Program Leads to Success

13 MEET OUR NEW DIRECTOR: Get to Know Ishwar Naran

14 BEST WESTERN ELEVATES GUEST SATISFACTION: Industry Leading Customer Care

16 BRAND REFRESH: New Signs Tell a New Story

18 THE IMPORTANCE OF A GOOD BREAKFAST: Understanding Guests’ Needs

21 A NEW WAY TO SEE: Reinventing How Guests See Our Hotels

22 CONVENTION HIGHLIGHTS

24 UNCONVENTIONAL FUN: What to Expect on The Tradeshow Floor

26 MAKING A DIFFERENCE: Best Western for a Better World®

29 UNDERSTANDING BUSINESS ADVANTAGE: A Win-Win for Members, Consumers and Our Brand

30 FIVE TRUTHS: Larry Cuculic Offers a Winning Point of View

Best WesternWAY



of frequent travelers appreciate the convenience of USA TODAY at hotels.

90%

Keep your guests happy. amenity.usatoday.com

Source: Connected Traveler Study October 2015

PASSPORT

“It’s a New Dawn” is the theme of this year’s Convention as we celebrate our 70th birthday. It was chosen to convey the possibilities ahead, the potential of our brand, and our excitement about the future.

We have accomplished so much together over the past 70 years. Many companies have come and gone, but Best Western® continues to thrive. Our rich history and bright future speak to the collective pride and dedication of our members around the world.

As we celebrate our 70th birthday we have much of which to be proud. We are unveiling a contemporary look for our brand, introducing modern and fresh brands – Executive Residency by Best Western℠, Vīb® and GLōSM, launching a new digital platform designed to optimize the mobile experience, partnering with Google on virtual reality visual assets, and implementing innovative training such as I Care® Every Guest Every Time. We are constantly evolving to meet the needs of today’s travelers. It’s no wonder our guest satisfaction scores have reached an all-time high. We are achieving the best RevPAR Index ever and winning more industry accolades and awards than any other hotel company.

While we should take time to relish our success, we also need to plan for our future. Successful people and successful companies never sit idle. They constantly evolve and strive to improve. Likewise, Best Western should proactively think about the challenges we may face, the

opportunities we can create, and the powerful possibilities that await us. Only then can we come closer to reaching our full potential.

We recognize that the journey to our full potential may not be easy. We will need to part with the familiar and venture into uncomfortable territory. We will have to question the status quo and conventional wisdom. We will need to embrace sometimes frightening and often times unnerving ideas that are different.

We have taken a powerful step forward in this journey with the passage of our recent set of ballot proposals. We applaud our members for thinking progressively and boldly. In particular, the passage of Ballot Proposal 1, which allows us to invest in hotels, is critical to our future. By removing the artificial handcuffs we previously placed on ourselves, we are now able to grow our brands in key markets where we are under-represented.

Together, we have achieved what may have seemed impossible 10 years ago. Let’s continue to think boldly and progressively. Let’s not be afraid of risks and embrace change. As a result, the possibilities for this timeless brand will be endless.

David Kong, President and CEO Terry Porter, Chairman

OUR POSSIBILITIES

ARE ENDLESS



IT’S A NEW

DAWN

Best Western® Hotels & Resorts President and CEO David Kong speaking to thousands of attendees at Best Western’s North American Convention in Honolulu, Hawaii, last year. During Kong’s tenure, which began in 2004, the brand has achieved unprecedented global success and reinvented itself for a “new dawn” that includes seven hotel brands: Best Western®, Best Western Plus®, Best Western Premier®, Executive Residency by Best Western℠, Vīb®, BW Premier Collection® and GLō℠.

Best Western’s New Dawn – 70 Years in the MakingNot only is it a feat for any business to reach its 70th anniversary; it’s an even bigger accomplishment that more than 4,100 Best Western® Hotels & Resorts’ properties in over 100 countries are taking part in this historic celebration.

“For 70 years, Best Western® has been on an incredible journey,” David Kong, Best Western President and CEO said. “From the recent launch of our brand refresh and the unveiling of two new hotel brands, to the almost $2 billion in investments being made in our properties and continually receiving a record-breaking number of awards every year, I am certain there has never been a more exciting time for Best Western. I am proud to be part of a one-of-a-kind organization, and I am thrilled to see our bright future becoming a reality.”

From the hard work and high standards of a handful of motel owners, Best Western has grown into a world-renowned hotel brand, complete with seven different hotel types to meet the needs of virtually every kind of traveler in today’s market, regardless of where they have been or what direction they are headed. Our brand has witnessed a vast array of significant milestones, and they each play a role in telling Best Western’s unique story – one of individuality, evolution and success. And with so many exciting initiatives happening right now or very soon – like the brand refresh and the creation of the white-label brand – this story’s ending is nowhere in sight.

Best Western’s story began when one innovative hotelier, M.K. Guertin, anticipated the needs of a new generation of automotive travelers in 1946. With the end of World War II, millions of travelers were taking to the roads, starting the American tradition of the “family road trip.” As they made their way across country, these travelers wanted to know, with certainty, that when they left one hotel in the morning, a clean, reputable one would be waiting for their arrival in the evening.

With that in mind, Guertin began personally traveling major highways, stopping at the end of each travel day at what he deemed was the best nearby motel or roadside court. He would then look over the property and talk to the owner, asking if they would participate in some uniform quality standards. If the owners accepted, the motel would be able to call itself one of the “best, western” motels. They would then receive telephone referrals from the front desk operators of other motels within the group. Thus, Best Western was born.

The Best Western of 1946 was vastly different from Best Western® Hotels & Resorts of 2016. When the brand was first founded, Best Western consisted of 66 independent roadside motels. Instead of having a fully-staffed international headquarters in Phoenix, Arizona, daily business was conducted in Guertin’s own Beach and Oceanaire Motel, usually in a dirt-floor garage equipped with makeshift furniture, a typewriter, a mimeograph and an adding machine. Compared to what the brand has become today, those beginnings may seem relatively humble; but, what M.K. Guertin created was nothing short of innovative, and that spirit has been a constant throughout Best Western’s history, helping the brand flourish to heights that were once unimaginable.

“Best Western has accomplished so many remarkable achievements over the years,” Dorothy Dowling, Senior Vice President and Chief Marketing Officer for Best Western Hotels & Resorts, said. “I am overjoyed to have been a part of so many wonderful moments in our brand’s history, such as the brand refresh and launching our descriptor program.

Best Western is celebrating its 70th birthday with a “Smilebration.” Coinciding with Fall Promotion, the Smilebration campaign will include a variety of initiatives and celebratory content existing across a variety of the brand’s marketing platforms including social media, online and video.

Renderings of GLō℠ and Vīb®, two of Best Western’s latest hotel offerings. GLō brand was created specifically with design-savvy travelers in mind and offers a unique, stylish midscale concept for secondary and tertiary markets. Also a midscale offering, Vīb boutique hotels were designed to focus on major markets, combining value and style for today’s traveler.


Best Western Way | Fall 2016 • 9

A map with Best Western’s logo from the early 1960’s displaying the locations of properties throughout North America. Best Western currently has a global network of 4,100 hotels in more than 100 countries and territories worldwide.

M.K. Guertin, the founder of Best Western Hotels & Resorts. In 1946, Guertin created Best Western as an informal link between properties, with members recommending one another’s lodging establishments to travelers.

“I am also tremendously grateful for our devout, hardworking membership, who pushed to do the right thing on behalf of all of Best Western.”

The brand’s current tagline, Wherever Life Takes You, Best Western Is There®, is fitting when you look back at how Best Western has branched out over the years. In the very beginning, Best Western motels catered specifically to those traveling the major highways in North America, but ever since then, our brand has been expanding its scope in the hopes of enticing every type of traveler, no matter where they find themselves. As we celebrated our 65th Anniversary in 2011, we announced the descriptor program, which introduced Best Western®, Best Western Plus® and Best Western Premier® to the market. In 2014, Best Western introduced Vīb®, an urban boutique hotel type, and the BW Premier Collection®, a soft brand. Eight Vīb projects are currently in the North American development pipeline. In addition, Best Western announced GLō℠ in 2015, a broad-midscale boutique concept for secondary, suburban and highway markets.

Best Western has been expanding internationally since the very beginning, and that has proven to be a trend that would continue to the present day. In a bulletin from 1948, Guertin acknowledged a property in Vancouver,

British Columbia, as Best Western’s “only Canadian member,” but within roughly a decade, our brand would have 14 properties in Canada. Throughout the 1970’s, Best Western would add hundreds of international properties in places like Australia, New Zealand, Mexico, the Caribbean and Central America. So many properties were opened throughout the world that, in 1977, Best Western began using the “World’s Largest Lodging Chain” as part of its corporate identification. In the past few years, Best Western’s influence has been growing rapidly in South Africa and Southeast Asia. Three of the properties being built in Thailand will be among the largest in our brand’s international portfolio.

Time and time again, the brand has remained relevant to tomorrow’s traveler. Best Western is currently going through a brand refresh to accurately reflect the diversity and contemporary style of today’s Best Western. Approved by Voting Members in 2015, the brand refresh included the creation of new logos as well as our new masterbrand, Best Western Hotels & Resorts. Each new logo was carefully crafted with four distinct functions in mind: to signal change; highlight the $2 billion our hotels have spent on renovations over the last two decades; have contemporary appeal to broaden the brand’s influence into new

markets; be relevant in the digital world; and create more distinction between our legacy hotel brands (Best Western, Best Western Plus and Best Western Premier). Best Western properties around the world are in the process of updating their signage, a project that is set to reach its conclusion by the end of 2017. The new logos have been widely embraced, even being ranked No. 1 in Time Magazine’s list of top logo changes in 2015.

Throughout the years, Best Western has been the first in the hospitality world to implement a wide variety of leading industry products and services, setting the bar for others to follow. We were the first to introduce inner-spring mattresses and complimentary high speed internet access, and, in 2015, Best Western became the first to feature Google Business Photos on a brand-wide scale. Soon, our brand will also be the first to implement virtual reality tours throughout all of our hotels. Through use of the Best Western Virtual Reality Experience, travelers will be able to view guest rooms, hotel lobbies and amenities prior to arriving at a property.

Best Western has formed many rewarding, long-lasting partnerships with high-profile, world-renowned organizations such as AAA/CAA, Harley-Davidson®, AARP® and Minor League Baseball. These valuable partnerships have been highly successful for both the brand and our partners, generating new business opportunities for them as well as bringing new customers into the guestrooms of Best Western hotels throughout the world.

Because our brand has been so diligent in continually raising our standards to surpass guest expectations, Best Western has received international acclaim from our peers in the hospitality industry. We have set industry records with the number of awards Best Western continues to receive. In recent years, Best Western has been recognized as the best midscale hotel brand in 2014 and the best upper mid-price hotel brand in 2014 and 2015 by Business Travel News. We received four consecutive Best of the Web gold awards for best hotel website by Compuware and won seven consecutive AAA/CAA Hotel Partner of the Year awards. Additionally, nearly 60 percent of North American Best Western branded hotels earned a TripAdvisor Certificate of Excellence award in 2016.

Speaking of awards, our brand’s loyalty program, Best Western Rewards® (BWR®), is an industry leader, granting Rewards members with the most generous offers for over 25 years, like points that never expire and can be redeemed for global free room nights with no blackout dates. For the past three consecutive years, BWR has been recognized as one of the top three hotel loyalty programs by U.S. News & World Report’s list of the Best Hotel Rewards Programs. In 2015, the J.D. Power 2015 Hotel Loyalty/Rewards Program Satisfaction Report℠ listed our loyalty program as one of the top three within our industry.

While our industry firsts, partnerships and awards have helped to set us apart from competitors, what has ultimately differentiated Best Western from every other hotel brand is our business model. No voice is more important than that of our Voting Members, and it has always been their collective wisdom that has laid the path for the future of Best Western.

Best Western is celebrating its 70th Anniversary with a “Smilebration.” Taking place during this year’s Fall Promotion, Smilebration will encourage guests to participate in fun, interactive games and promotions that will help them engage with the brand and share how Best Western makes them smile. Innsiders, members, employees and our business partners are all welcome to join in the fun and have the chance to receive prizes throughout Smilebration. This celebration will also help increase awareness of Best Western’s charitable program, Best Western for a Better World®.

Everyone involved with Best Western, both in the past and present, should take sincere, lasting pride in the accomplishments we have achieved in 70 years. But while we celebrate how far we have come, we should also rejoice in how far we dream of going. The Best Western of today is practically unrecognizable from where it began, and, thanks to the tireless work, care and attention of so many individuals from the past, present and future, our brand is sure to be just as unrecognizable in 2086. Regardless of what we build, we can be sure it will stand on the strong foundation of our “member helping member” value.

The front of Best Western Hotels & Resorts Headquarters in Phoenix, Arizona, in 2016. The company opened the southwestern-style headquarters in 1978.



Why is Design Excellence a Success?

MADE FOR EXCELLENCE

One of the main reasons the Design Excellence Program has been a success is because, like Best Western, it doesn’t use a one-size-fits-all approach. Best Western is not a cookie cutter brand, which has been one of our greatest strengths for 70 years. Our professional designers work closely with members to create a customized plan that aligns with the members’ expectations and vision for their property. Our goal is to ensure that the unique characteristics and individual charm of our family of hotels is retained throughout the process. Members will always be the driving force behind our brand and this program.

Our brand refresh, including the introduction of new, contemporary logos, is changing the way consumers view our brand. However, the seeds for this historic effort were planted when we launched the Design Excellence Program.

Through this game-changing program, and the incredible commitment of our members, an investment of $2 billion in property improvements and renovations will have been made to North American Best Western hotels by the end of the program. This is a monumental accomplishment for Best Western with far-reaching implications for the performance of our brand and, most importantly, for our hotels. In fact, properties that have participated in the program are already seeing the positive effects.

For example, average daily rate (ADR) has risen, on average, from $83.53 to $92 for properties that have completed their renovations. In addition, post-renovation properties have collectively seen an astounding 74,057 increase in room nights, with 1.4 million room night stays prior to the program and over 1.5 million stays after. But the good news doesn’t stop there. Properties that have participated in the program have also seen 3 to 5 percent increases in their exterior, lobby and guest room Medallia scores.

“The Design Excellence Program is transforming the guest experience at our hotels and allowing us to meet the expectations of today’s consumers,” said Ron Pohl, Senior Vice President, Brand Management. “The goal of this program all along has been to drive additional revenue to our properties, enhance our brand image, and deliver an exceptional product experience to our guests. Recent Medallia results indicate that we are making significant strides in all three areas.”

Kinnari Desai, who, along with her husband, owns the Best Western Plus Glendale in Los Angeles, California, recently completed the program. “Our property has seen tremendous results through the Design Excellence Program,” said Desai. “Before the program, we were in the bottom 20 percent of hotels and were in danger of being debranded. Now, our occupancy rate has soared, guest feedback is at an all-time high, and we are climbing in hotel rankings with the brand.”

Through the program, the Best Western Plus Glendale completed a number of renovations, ranging from an expanded breakfast space, which includes an outdoor seating area, to remodeled bathrooms featuring floor-to-ceiling glass showers, as well as the addition of new furniture, accent walls and hand-painted artwork for the guest rooms (see page 11 for pictures). Since completing their property improvement plan, the occupancy rate for the hotel jumped from 80 percent to 99 percent, and ADR has increased from approximately $80 to $130. In addition, the hotel’s Guest Room Public Area (GRPA) score increased by 102 points, and their GSS aesthetic score has improved by more than 20 points.

“This program has truly transformed our hotel. I was impressed with how flexible and member-driven it was. We were actively involved with the design process and were able to make decisions that we felt were in the best interest of our property and guests,” said Desai. “In today’s market, and with the number of hotel choices our guests have, not renovating is no longer an option.”

The Design Excellence Program is currently in its fifth year, with more than 1,800 properties visited across North America. For more information, please contact your regional design consultant.

Last year, with your support, Best Western® embarked upon a transformative brand refresh to make consumers aware of the exciting enhancements to our brand. From significant product and technological upgrades to more than 30 initiatives designed to elevate the guest experience, we have spent the last decade evolving to meet the needs of today’s traveler.



Let Your GuestsSit Back, Relax & Unwind.

Give Them the Color, Clarity and Comfort of HD from Best Western Endorsed Supplier, Bulk TV & Internet.

With the DIRECTV Residential Experience you can deliver the best in entertainment and personalize their stay with Guest Welcome Screen PRO – Available with DRE Plus.

For pricing for your hotel, contact Bulk TV & Internet.

Call: 888-966-8488 | Visit: www.BulkTV.com | Email: [email protected]

Dedicated Internet connection required. Property Management System (PMS) integration is also required for full optimization of welcome screen features. Hardware and programming available separately. HD: To access DIRECTV HD programming, an HD Access fee ($.75/room/mo.) and HD equipment are required. Number of HD channels varies based on package selection. Receipt of DIRECTV programming subject to terms of the DIRECTV Terms of Service for Hospitality Establishments; copy provided with new customer information. ©2016 AT&T Intellectual Property. All Rights Reserved. AT&T, Globe logo and DIRECTV are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners.

Bulk TV - Best Western Way Magazine - FP - 8.375x10.875 - September 2016.indd 1 6/6/16 8:52 AM

Ishwar NaranDirector Ishwar Naran

MEET THE NEW DISTRICT IV

DIRECTOR

1. How did you first become involved in the hotel industry?

While I truly value the profession that I have today, I didn’t plan on joining the hospitality business at the start of my career. I received a degree in civil engineering from the University of Birla Vishwakarma Mahavidyalaya in India and came to the U.S. to further my studies in this area at Penn State. However, my journey took an unexpected turn into the hospitality field, and I am so glad that it did.

Around 1994, I was operating five hotel properties, and that experience inspired me to launch my own hotel management company: Premier Resorts and Management, Inc. (PRM). While I was unsure of what PRM’s future would hold, I knew what I wanted to achieve, and that was the ability to manage my own hotels.

My first property within the Best Western family was the Best Western Mainsail Inn in Ormond Beach, Florida. The hotel was a conversion property, which included 48 guest rooms. I sold this property in 2004 and am now managing four Best Western hotels. Overall, I have developed, acquired and managed over 30 hotels throughout the course of my career.

I’ve now been in the industry for over 35 years, and I’m thankful that 16 of those years have been with the Best Western brand.

2. What inspired you or motivated you to seek a position on the Board of Directors?

My motivation to serve on the Board of Directors stems from my desire to give back to the hospitality industry which has been so good to me and my family. At the end of my term, if I can help take this brand to the next level and assist other Best Western hoteliers achieve their dreams, I will have fulfilled my goal.

3. What skills or ideas do you hope to bring to the Board?

My experience with managing and developing hotels with different brands has given me insight into how other brands operate, and also helps me generate new ideas on how to move Best Western forward. I also have a very logical, level-headed approach to the decision-making process. As a Board Director, I hope to apply my knowledge and skill sets to drive business to our hotels, increase guest satisfaction, and help our brand reach new heights.

4. This year, Best Western will be celebrating its 70th birthday and is seeing incredible results, from RevPAR index performance to winning a record number of industry awards. What do you think the organization needs to do to ensure Best Western continues to thrive?

Best Western has achieved tremendous success as a result of the hard work and dedication of its membership, as well as the brand-wide initiatives that have enabled us to enhance our image and meet the needs of today’s travelers. In order to continue serving as a leader in hospitality in today’s ever-changing marketplace, it’s important that we remain focused on pursuing business growth opportunities that both support our members and allow us to progress toward our vision of leading the industry in superior customer care.

5. What is something Best Western members should know about you that they may not already know?

In my spare time, I enjoy playing and watching sports. In particular, I like playing golf, and I am a big fan of the Oakland Raiders football team.



Best Western’s vision to lead the industry in superior customer care permeates into every operational level of the brand. This year, Best Western’s Regional Services team partnered with our hotels to launch the I Care® Every Guest Every Time program to help drive this vision forward and fuel Best Western’s focused and customized approach to enhancing the guest experience.

Understanding the important and instrumental role hotel employees have when interacting with and delivering a quality experience for guests, Best Western partnered with Mursion, Inc., an industry leader in advanced virtual training technology, to create the I Care Every Guest Every Time training program for front desk, housekeeping, maintenance and breakfast staff.

Through the use of virtual simulation, augmented reality and avatar role playing, this new and exciting training program enables staff to practice and develop their interpersonal and guest communication skills in realistic, lifelike scenarios.

Since rolling out the I Care Every Guest Every Time training, the program has proven to be a valuable resource and key driver in moving the brand forward. As of this summer, regional services managers (RSMs) successfully implemented the training for all 2,100 Best Western North American hotels, totaling more than 20,000 participants – and the results with improving guest satisfaction are significant.

After hotel staff received their training, the hotels experienced the highest short-term gains in customer satisfaction that Best Western has ever measured in such a brief period of time. Gains

BEST WESTERN

TAKES GUEST

SATISFACTION TO NEW HEIGHTS

To highlight the success of this initiative further, the table below provides an overview of the survey ratings captured from each of the questions asked to the hotel staff attendees, along with several of their comments:

“The training was very informative, and as a new employee I learned very much in a short period of time.”

“The RSM had a very effective method of teaching and gave us a lot of good information on housekeeping, guest relations, front desk and breakfast.”

“We were given several ideas to help increase revenue and improve our Medallia scores. We have implemented new procedures and are already seeing an improvement in our scores.”

With tremendous success realized in North America, Best Western looks forward to leveraging the training internationally to over 100 countries and territories. This next step in implementation will help ensure consistent application and results for the brand and guests on a global basis.

Best Western is proactively focused on providing tools and trainings that will engage employees and empower them to have genuine, caring interactions with each and every guest, each and every day. As the only hospitality company in the world to be using this industry-leading avatar technology, Best Western is thrilled to provide hotel staff with innovative tools and resources that help foster professional development, elevate guest satisfaction, drive hotel revenue and help us progress toward our vision of leading the industry in superior customer care.

The training not only improved guest satisfaction scores, but also set a precedent for enhancing training methods and procedures throughout the brand.

The format and delivery of the training were designed with keeping the needs of employees and hotel operations top of mind. The RSMs deliver the training with a departmental approach, by “chunking” the learning process into hour-long modules that are targeted to each employee group. As a result, RSMs are better equipped to tie the training’s concepts to each employee’s specific job within the hotel. And, staff are excited to participate in the training, as they want to know how to improve their job performance and better assist their guests. Line level employees are knowledgeable and skilled in delivering the brand’s I Care seven service basics, and thus they are empowered to use these principles while serving in their role and interacting with guests. This approach addresses each hotel’s specific training opportunities and provides the most value from the session to the staff.

Additionally, with staff and management turnover being an industry issue, the training program includes a multitude of resources which enables on-property management teams to provide recurring and continuous training that reinforces the I Care principles with their new and existing staff.

Feedback gathered from a post-training survey illustrated hotels’ satisfaction with the program. In particular, the management teams that have gone through the program shared very positive feedback. One common thread found in their responses was that they appreciate having a representative come to their property to facilitate the training, support best practices, and introduce new ways to satisfy their guests.

Allows staff to practice guest communications skills in realistic scenarios.

Year-Over-Year Improvement (August ’15- July ‘16 visits)

NPS + 2.5%

Service + 1.4%

Breakfast + 2.6%

Guest Room + 1%

Working Order + 1.2%

Cleanliness + 2.1%

HSIA + 2.3%

Check-in + 1.3%

Check-out + 1.8%

Overall Experience + 1.7%

were proven especially strong for problem resolution, which is a major focus of the simulation-based training.

The table to the right illustrates the noticeable year- over-year increases in key guest satisfaction scores.

*Respondents marking 6 or 7 on 7-point scale

Satisfaction with…

The action plan provided by the RSM 96%

The consulting provided by the RSM 96.9%

The revenue opportunities identified by the RSM 93.7%

The RSM’s quality and frequency of communications 96.4%

The quality of training provided by the RSM 96.8%

Top Two Box Ratings*



Brand Refresh Sign UpdateMore Best Western signs featuring our new logos are appearing at Best Western branded hotels globally every single day, and our members, staff and guests are letting Best Western® Hotels & Resorts know how much they love them.

Since Voting Members approved the ballot proposal for the brand refresh in November 2015, Best Western® staff, endorsed sign vendors and our members have been hard at work to make this initiative a reality. As of the beginning of August 2016, there were over 450 hotels with new signs fully installed in North America, another 120 in transit to our hotels and another 300 in production.

Aside from being contemporary, stylish and iconic, each new logo was designed to fulfill very specific purposes and objectives, including:

• Signal “change” to consumers of the remarkable evolution the brand has experienced in the last decade, including over $2 billion in hotel renovations. Our new identity needed to reflect Best Western’s remarkable evolution and progress.

• To be contemporary and relevant to today’s traveler. Our logos had to appeal to as many consumers as possible.

• Because the vast majority of our business is now booked through electronic channels, the logos had to work on every screen (e.g., desktop, tablets, smartphones, etc.) to be effective in the digital world.

• To create clear distinction between the brands. Each of Best Western’s legacy hotel brands (Best Western®, Best Western Plus® and Best Western Premier®) have completely unique identities. They deserve to stand out in their own distinct ways.

“These logos beautifully illustrate the clear differentiation between our brands. They not only showcase the presence Best Western has achieved throughout the world, but also help define our unique voice of Best Western for the future,” said Dorothy Dowling, Senior Vice President and Chief Marketing Officer. “Our logos were also designed with functionality in mind. Unlike many brands found in the marketplace today, our logos must deliver business across a wide range of differing mediums, including a roadside sign during the daytime and night, inside and outside a hotel, on collateral, and in the digital space.”

This is truly an exciting time to be a part of the Best Western family, and we are ecstatic to have the opportunity to share our “New Dawn” with everyone around the world. Recently, our brand launched an energetic television campaign to help spread the word about today’s Best Western. The campaign features fresh commercials that capture the vibrant spirit of our brand refresh.

For two weeks this summer, Best Western also ran a movie theater promotion that showed in the majority of theaters in the U.S. and Canada. In addition, the brand developed a series of web-based animations to help members and hotel staff understand the key aspects of the brand refresh in order to inform the guests about the new signs and logos. Those videos are available on mybestwestern.com > About BWI > Brand Refresh > Brand Refresh videos.

For those properties that have not yet ordered new signs, Best Western would like to remind them that there is no better time to begin the process than right now. To get started, go to mybestwestern.com and click on “Brand Refresh” for details regarding endorsed vendors and to access the brand identity manuals, which include information on collateral and exterior signage, as well as a list of key contacts at Best Western to assist you.

Also, if your property participated in the site survey

as part of the initial roll out in late 2015, you would have been assigned an endorsed sign vendor (if in “good standing” status at the time). Those assigned vendors should have already sent out a proposed rendering and quote. Please move forward with this process and begin finalizing your proposal with your endorsed sign vendor. If you have questions regarding the endorsed vendors, please contact Jana Benton at [email protected] or Angela Bateman at [email protected]. Please consider allowing three to four months for the permitting process, depending on your local government and signage situation. In addition, with winter right around the corner, weather can be a major challenge when it comes to signage installation, so please complete this process as soon as possible to avoid any potential delays resulting from bad weather.

If you have any questions pertaining to sign installation, please email [email protected].

EVERYWHERE

Best Western Aurora Inn, Kingston, Nova Scotia

Best Western Chester Hotel, Chester, Illinois

Best Western Plus Duncanville Dallas, Duncanville, Texas

THE SIGNS ARE



BW Improves Breakfast, Guest Satisfaction You’ve likely heard the adage that “breakfast is the most important meal of the day.” In the world of hospitality, that sentiment seems to have carried over into how guests feel about their hotel amenities, such that in a 2014 global survey by hotels.com, travelers ranked complimentary breakfast as the most valuable of hotel amenities.

For Best Western®, our guest surveys clearly show that breakfast satisfaction is a key driver of overall guest satisfaction and their intent to return. Similarly, J.D. Power and Associates attributes breakfast as being responsible for 25 percent of overall satisfaction ratings. As you might expect, Best Western hotels that score higher than average with regard to overall breakfast satisfaction achieve higher RevPAR.

Starting the Day Right

It was no surprise that in October of last year, Best Western introduced a ballot aimed at improving our breakfast offerings with a package of member-tested and vetted enhancements – including juice dispensers, portion-control yogurt, new signage and Build Your Own Breakfast, along with healthy and Grab & Go options – to drive quality, convenience and customization for guests.

BREAKFAST IS THE MOST

IMPORTANT MEAL OF THE DAY

Breakfast Score Improvement

Since April 1, North American hotels offer breakfast options that may include fresh oatmeal and yogurt with toppings such as granola, sliced almonds, or dried fruit, and waffles or pancakes with berries and a variety of syrups as well as breakfast sandwiches. Guests may customize their breakfast to meet their tastes.

Those with restricted diets will enjoy new gluten-free choices and non-dairy milk options. In addition, guests in a hurry can “Grab & Go” with a new selection of breakfast bars, seasonal whole fruit and bottled water, all of which are complimentary. No matter the day’s adventures, Best Western® Hotels & Resorts is helping travelers start their morning with energy-infused options.

Improved Guest Satisfaction

Since the introduction of the enhanced breakfast offerings in April of this year, overall guest satisfaction with the Best Western breakfast experience has increased considerably across North America (see graph above).

“We’re very pleased to see the results now with the quality of the breakfast and guest survey results and look forward to this driving guest loyalty. I’d also like to thank the hundreds of early adopter hotels prior to the April 1 requirement date, as they enjoyed seeing increased guest satisfaction even sooner,” said Wienberg.

Here is a sampling of guest feedback from Medallia and social media sites:

Medallia

“Excellent breakfast choices, meat patty, scrambled eggs, sausage links and build your own yogurt, was great option, I loved coconut, granola and raisins!”-Miriam C., Best Western Old Mill Inn, Omaha, Nebraska

“The build your own breakfast burrito at the breakfast was excellent!”-Jennifer M., Best Western Plus Patterson Park Inn, Arkansas City, Kansas

“Really liked the Best Western heart in the waffle.”-Touria B., Best Western Inn On The Hill, Georgetown, Ontario

Social Media

“Waffles with hearts on them excited our five-year-old grandson. Well done Best Western; once again you have not failed us!” -Lia W, Best Western Topeka Inn & Suites, Topeka, Kansas

“It was a nice surprise to see a heart in the middle of our granddaughter’s waffle!”-Lily, Platt City, Best Western Plus Olive Branch Hotel & Suites, Olive Branch, Mississippi

“The breakfast was way better than I was expecting. There was bacon, eggs and hash browns. You could make your own waffles. Build your own breakfast sandwich, and much more. It was nice to see that it was more than just the average muffin, cereal and coffee buffet!”-Vanessa, Best Western Plus Revelstoke, Revelstoke, British Columbia

“Let’s talk breakfast. It’s not your run of the mill cold cereal and donuts with a waffle maker. They had a ‘build your own breakfast burrito.’ Fabulous.”

-Flying Jen, Best Western Plus Patterson Park Inn, Arkansas City, Kansas

For assistance with ordering supplies and/or implementation of the new breakfast program, please contact your regional services manager.

Improvement in guests scores for overall breakfast Build Your Own Stations – such as the Build Your Own Breakfast Sandwich Station – allow guests to create the kind of breakfast they want

“It’s exciting to have full implementation of our new breakfast offerings,” said Bruce Wienberg, Vice President, Operations. “Since the rollout we’ve been getting significant positive guest feedback. That leads to increased guest loyalty and, at the end of the day, delivers more revenue for our hotels.”

Our Grab & Go option is perfect for guests looking for a quick

bite as they dash out the door.

The signature waffle showcases our new branding

and signifies our Best Western I Care® culture.

Guest-accessible, glass-front refrigerators allow guests to have confidence in product

quality and freshness.



HigHer StandardS. Happier gueStS.A Higher Level of Clean for a Higher Level of Guest Satisfaction.Guest satisfaction and operational efficiency are vitally important to success —and we’re here to help you raise the bar for both. Our innovative programs, combined with our dedicated sales and service team will help you maintain the kind of clean that’s good for business.

Expert Service, Personally Delivered.Ecolab takes care of you by providing personal, proactive service you can count on, so you can focus on delivering a great experience guests love.

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Best Western® Reinvents How Guests View HotelsWith travel, we all know there is a certain amount of guess work. Will our destination meet our expectations? Will our hotel fit our needs? What if there was a way to keep the guess work to a minimum and experience your destination before ever arriving?

With the new Best Western Virtual Reality Experience (BWVRE) now there is! Through the BWVRE, customers can get a vivid, three-dimensional sneak peek of Best Western hotels by using the Google Cardboard viewer or any virtual gear. Through the gear, customers will see an ultra-high definition video that creates an immersive, three-dimensional experience for the viewer. Through the BWVRE, customers will feel like they are standing in our lobbies, sitting by our pools, or walking into a guest room. “Virtual reality creates a much more vivid experience for our customers,” said David Kong, President and Chief Executive Officer. “Rather than simply viewing a photograph, customers will be transported to our properties and pulled into the experience. With this technology, Best Western is setting an industry standard and forever changing how guests experience hotels online.”

But the Google Cardboard viewer is not the only way for customers to experience our hotels in a new and immersive way. Best Western has also developed 360-degree videos of our offerings that further reinvent the online search experience for our guests. Whether searching on a desktop or with a mobile device, these videos use the very latest in technology to provide an up close and personal, 360-degree look at Best Western hotels. “Best Western is a first-mover in using this game-changing technology,” said Dorothy Dowling,

Chief Marketing Officer. “Through the use of virtual reality and 360-videos, we are creating an engaging, story-telling experience for our guests and bringing our properties to life like never before.”

Best Western partnered with Google Street View to gather 1.7 million photos of our 2,200 North American hotels. BWVRE and 360-degree videos are developed in 8K resolution, the highest ultra-high definition available, and include customized music and narration that will take customers on a virtual tour of Best Western properties. Best Western is the first major company of its size and scale to launch this cutting-edge technology, which will redefine how virtual reality can be used to enhance the customer experience. As of September, virtual reality videos for all North American properties have been launched.

A virtual reality video is viewed through the Google Cardboard.

BWVRE as viewed on mobile device



Sneak PeekBest Western’s North American Convention and Global Conference is right around the corner! With this year being our brand’s 70th birthday, it is very fitting to be hosting this year’s Convention in our hometown of Phoenix, Arizona, October 16-19, 2016. For the first time since 2012, this year’s Convention has also been designated a Global Conference. We are expecting more than 200 conference participants from Best Western hotels and affiliate organizations around the world. Here are some of the highlights from this year’s agenda, including information on General Session, our keynote presentation, Products Showcase and more! We hope to see you soon!

This year’s North American Convention is being held at the Phoenix Convention Center in Best Western’s hometown of Phoenix, Arizona, from October 16 – 19, 2016. With its beautiful desert landscapes and rich American Southwest culture, Best Western Hotels & Resorts is proud to have its headquarters in the heart of such a one-of-a-kind city.

2016 CONVENTION AND GLOBAL CONFERENCE HIGHLIGHTS

2016 NORTH AMERICAN CONVENTION AND GLOBAL CONFERENCE HIGHLIGHTS

• The one-day General Session on Tuesday, October 18, will feature presentations addressing brand initiatives, achievements, opportunities and challenges from: Board Chairman Terry Porter; President and CEO David Kong; Senior Vice President, Brand Management Ron Pohl; Senior Vice President and Chief Marketing Officer Dorothy Dowling and Chief Digital Officer Greg Adams. During this session, we will also celebrate those recognized with M.K. Guertin Awards, Heroic Hospitality Star Awards, the Developer of the Year Award and the Legacy Award. For the first time, we will have an International Leadership panel, featuring representatives from some of Best Western’s affiliate organizations, and another panel discussion featuring Best Western’s Board of Directors.

• Marcus Buckingham, bestselling author and internationally acclaimed business consultant, will present a keynote presentation on Tuesday afternoon.

• This year’s Products Showcase will be our biggest in years, with more than 300 exhibitors providing just about every product or service a hotel could need. Departments from Best Western headquarters will also be well represented with support staff to answer questions. Based on the positive feedback from last year’s tradeshow, the Showcase hours will be on Sunday, October 16, from noon - 6 p.m. and on Monday, October 17, from 9:30 a.m. - 3:45 p.m.

• Wednesday’s agenda will focus entirely on education. The always popular “Legal Update,” presented by Senior Vice President and General Counsel Larry Cuculic, will highlight morning sessions. The Town Hall/Open Forum will also take place Wednesday. Educational opportunities will continue after lunch with a variety of sessions on important topics, including our three-hour mega-sessions that offer a half-point of general manager continuing education credit.

• Our signature social events will provide you with a wide variety of food, entertainment and networking opportunities. The Chairman’s Welcome Party will be held the evening of Sunday, October 16, and will celebrate Best Western’s 70th birthday. Our banquet on Tuesday, October 18, will feature the multi-Grammy Award-winning band, The Doobie Brothers.

Education Sessions

Once again, Convention will provide opportunities for learning in many areas that will help you more effectively and efficiently run your hotel. In addition to our knowledgeable and professional Best Western staff, we are excited to have guest presenters, including Stephen Barth, Tammy Gillis and Dr. Lalia Rach.

Session topics include: Medallia, social media, property websites, revenue management, leadership, sales, customer loyalty, industry trends, women in lodging, cyber security, high speed internet standards, design PIPs and performance management. There will also be CHA and CHO review and testing opportunities.



Don’t Miss This Year’s North American Convention TradeshowWith Best Western’s Annual North American Convention right around the corner, the Supply & Studio Design team is hard at work putting together another spectacular Products Showcase Tradeshow that all attendees are sure to enjoy!

This year, we will be dividing up the tradeshow floor into “neighborhoods,” making it easier to navigate than ever before. These neighborhoods will be organized by product category in order for you to easily find all the items you need more efficiently and effectively. There will also be a neighborhood designated for corporate booths where one-on-ones will be offered with Studio Design, Design Compliance, Regional Services and Revenue Management, free of charge. Attendees will have the chance to sign up for one-on-ones on the tradeshow floor.

The Supply & Studio Design team is happy to announce that, for this year’s Convention in Phoenix, they will be providing supplier educational sessions on the tradeshow floor. The sessions will provide members the opportunity to experience an informational session that suppliers have prepared to help introduce their company and products. The Supply & Studio Design team will be setting up two stage areas near the back of the tradeshow floor, and these mini-sessions will be running on a published schedule for the duration of the show. Each of the presentations will be approximately 20 minutes long, and the stage areas will not be hosting presentations concurrently, so there is no risk of missing out on any of these seminars being offered. Of course, if you have more questions for our presenters once the presentations are finished, suppliers will be available throughout the trade show, and they will be more than happy to answer questions. We are happy to provide another opportunity to learn more about how our suppliers can help you succeed in your marketplace!

Also, for Smilebration, celebrating Best Western’s 70th birthday, we will be adding a booth dedicated to a fun quiz game, giving you the chance to win a host of unforgettable prizes. Questions to the quiz game will be trivia-based, focusing on Best Western history, fun facts and more. Those who answer questions correctly will

then spin the wheel for a chance to win a one-of-a-kind prize. On top of that, we are planning on giving away five tablets every hour. Also, those attending this year’s mini-sessions will be eligible to win a passport which, if they receive a bonus stamp, gives them the chance to win a cash prize. Passport drawings will be held every day of the trade show.

The Supply & Studio Design team urges everyone to check out the “Specials Brochure” before attending the tradeshow in order to find specific suppliers with products and services that could potentially be a benefit to your property. By doing so, you will also have the opportunity to take full advantage of the specials listed in the brochure before Convention, as they begin October 1, 2016.

This year’s Products Showcase Tradeshow will be held on Sunday, October 16, from noon – 6 p.m., and Monday, October 17, from 9:30 a.m. – 3:45 p.m. For more information and updates on the tradeshow, please visit the Convention Registration Website or download the Best Western Convention App.

Convention attendees head to tradeshow booths at Best Western’s North American Convention in Honolulu, Hawaii, in 2015.

A display showing the winners of tablets at last year’s tradeshow during Convention. At this year’s tradeshow, the Supply & Studio Design team will be giving away five tablets every hour.

UNCONVENTIONAL FUN!



BEST WESTERN FOR A BETTER WORLD®

It is our members’ persistent drive to serve that led to the formation of Best Western for a Better World® (BWBW) – Best Western’s charitable arm – in 1991. A former member and Board Director proposed the formation of BWBW to respond to a massive food shortage that was crippling Russia and other Soviet states. BWBW mobilized to distribute more than 50 tons of food, providing nourishment to more than 25,000 families in need. And that was just the beginning of the humanitarian aid our members have helped to provide across the world through BWBW.

Through the years, BWBW has provided assistance to communities impacted by hunger, poverty, natural disasters and other crises. During tragedies such as Hurricane Sandy, the Yarnell fires and the Boston Marathon bombing, Best Western hoteliers, employees and Best Western Rewards® members contributed more than $120,000 to relief efforts. BWBW has also helped to provide vital resources for disasters within the Canadian borders, including the Lac-Mégantic disaster in Quebec, the floods in Alberta, and the devastating wildfires in Ft. McMurray in May of this year. And in December of 2004, when a series of tsunamis devastated South and Southeast Asia, killing some

200,000 people and displacing hundreds of thousands more, Best Western members pledged $1 million to support victims.

Perhaps one of the most powerful examples of Best Western members answering the call to serve their communities was the rapid and comprehensive response to Hurricanes Katrina and Rita in the summer of 2005. Members across North America opened their doors to both victims of the storms and first responders, providing much needed shelter, food and supplies. Additionally, Best Western pledged $1 million to Hurricane Katrina relief efforts, with members contributing more than $1.1 million through property billings. Owners and hotel employees raised an additional $21,000 and corporate employees donated $53,000 through vacation pay deductions.

In 2016, the Best Western for a Better World Advisory Committee, comprised of members from each District, established three pillars, or focus areas, to guide the charity’s current and future relief efforts. The pillars are:

1.) Disaster response2.) Poverty relief3.) Education

Making a Difference Across the GlobeFor 70 years, Best Western® members have served their guests and communities with an unparalleled spirit of service and caring. Time and again, when a crisis has struck, our members have been on the forefront, offering financial contributions, product donations or volunteer support.

BWBW’s mission is to improve the lives of families and children across the globe by supporting charitable initiatives within these three focal areas.

Best Western for a Better World Invests in Education

Best Western believes in the power of education to transform lives, improve individual circumstances, and build for future success. Therefore, we established the Best Western Scholarship Program, which provides scholarship funds to high-performing students seeking careers in the hospitality industry.

Last year, we further demonstrated our commitment to education by partnering with the American Hotel & Lodging Educational Foundation (AH&LEF). The AH&LEF provides scholarships and professional development opportunities to students and industry employees, and supports research that will help move our industry forward. “Through our partnership with AH&LEF, we are not only empowering our youth and supporting higher education, but are building the talent and expertise needed to steer our industry toward a successful future,” said David Kong, President and CEO.

Fundraising Efforts & Goals

BWBW has been a steadfast vehicle of community service and healing since its founding in 1991. However, to be there in time of crisis, and to continue supporting vulnerable children and families around the world, we need to replenish our reserves. To do so, we have established a fundraising goal of $225,000 per year. This goal reflects the compassion, generosity and spirit of service that our members and employees have always demonstrated.

In September, we kicked-off our fundraising campaign with an employee drive. During our last employee fundraising effort, we raised approximately $70,000, and we have set a goal to raise $80,000 this year. At the recommendation

of the BWBW Advisory Committee, we also launched a $1 per room campaign for Voting Members (VMs) to provide an easy and convenient way to make a voluntary donation. The campaign provides a seamless donation process, as the contribution amount will be billed to the VM’s monthly membership statement.

HOW YOU CAN HELP

Stop by the BWBW booth at our Annual Convention in Phoenix, October 16-19, to sign-up for the $1 per room campaign. Anyone interested in making a donation can also visit bwbw.kimbia.com/bestwestern to make a monthly or one-time contribution. No matter how our members choose to donate, the important part is that everyone participates in some way – no matter how great or small. Now is the time for employees and members to come together and demonstrate solidarity for a cause that has truly made a difference in the lives of so many.

“I am proud to be a part of a brand that makes the betterment of our local and international communities a priority,” said Nicole Morgal, Chair of the Best Western for a Better World Advisory Committee. “None of the incredible work BWBW has done across the world would have been possible without the continued commitment and generosity of our members. Wherever there is a need, our members are there.”

For more information about Best Western for a Better World, please visit bestwestern.com.



The Best Western Business Advantage (BWBA) program is a tremendous opportunity for members, travelers and our brand. The program targets small to medium-sized (SME) businesses that do not have a managed travel program, offering special incentives, recognition and other perks for each Best Western stay. BWBA presents a significant opportunity for our brand as SME business is estimated to generate more than $36 billion in hotel spend.

“With so much unharnessed revenue opportunity in this segment, it is no surprise that other brands and intermediaries are focusing on this business and making significant investments to capture share of this unclaimed segment,” said Wendy Ferrill, Vice President of Worldwide Sales. “Best Western Business Advantage was specifically designed to enrich local business relationships with a brand offering, which builds loyalty for the hotel and encourages unmanaged business travelers and small business owners to utilize Best Western® for their travel needs.”

Our value proposition makes BWBA a win/win for travelers and hotel owners:

• 10 percent off Best Available Rate to qualified SME businesses.

• Business owners and employees receive an elite-level Best Western Rewards® (BWR®) upgrade.

- Upgrade to Gold Elite for company employees - Upgrade to Diamond Elite for company owners

• Company owners will receive 10 percent of their company travelers’ BWR points credited to their accounts (base points only). This benefit is funded by Best Western.

Let’s take a look at just a few of the benefits this program affords our brand and member hotels:

• Protects business and captures market share from competitors.

• Increases direct bookings through low cost booking channels (e.g., bestwestern.com).

• Allows for cross-selling markets by utilizing the brand-wide discount and BWR benefits.

• Increases brand loyalty and awareness.

• Safeguards against online travel agency (OTA) managed travel intermediary programs.

• Members help other members secure SME business outside their markets.

• Helps create loyal BWR customers, reducing the need to shop intermediaries, and keeping business and revenue within the brand.

The BWBA program contributed more than $7 million to the brand in 2015. However, there is even greater revenue potential to be realized. To grow this program and to experience its full benefit, we encourage members to partner with Worldwide Sales and enroll their locally negotiated (LNR) accounts into the program.* Any and all property-level staff can play a role in enrolling qualified businesses into the program, from front desk staff, to sales champions, to breakfast attendants!

The BWBA program aligns with the “member helping member” principle that has guided our brand for more than 70 years. In addition, it is a powerful tool that brand and property sales teams can utilize to win and retain quality business. For more information about the BWBA program, please visit mybestwestern.com > Marketing & Sales > Business Travel > Best Western Business Advantage. To submit leads, log in to the eLeads tool located in MemberWeb.

THE ADVANTAGE Behind Best Western Business Advantage

*Please note that LNR accounts will continue to be managed and booked directly at the property level and hotels have the ability to submit a “do not call list” of current LNR accounts if desired.

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Business Advantage



I write today, not as a lawyer, but as a business partner, a friend and one who respects very much what you do for Best Western®, to remind you that we owe it to our guests, to our employees and to each other to conduct ourselves with honesty, professionalism and integrity. In light of this, I offer five truths for your consideration.

Larry Cuculic, Senior Vice President and General Counsel

FIVE TRUTHS

1. You must always be willing to do what you ask others to do.

Someone who believes that he or she is “too good” to perform a particular task, and so simply directs someone else to do it, is not a leader. The individual is, in reality, merely a “delegator,” and he or she will not be followed or trusted by others when the going gets tough. This is because a leader does more than delegate. A leader stands shoulder-to-shoulder with his or her troops so that they all carry their fair share of the load. We are all on the same team and we owe it to each other to do our part. In the context of the Best Western family, this is the principle of “member helping member.”

2. If you see something that is wrong or out of place, fix it.

This one really gets me. Nothing, well almost nothing, gets me going more than witnessing people at work walk by a piece of trash on the ground and not pick it up – and I know they saw it. It was obvious; but, for whatever reason, they chose not to pick it up.

Are they too good to bend over and pick it up? Do they just not care? Do they think it is someone else’s job? Whatever their reason I question their dedication to their jobs and the quality of their work. If we see something out of place that needs to be fixed, we ought to ensure it gets fixed. Consider that at your hotel, if you don’t fix something when you see it, guests passing by may notice it, and their impression will be that our brand doesn’t care about the guest experience. Think of it this way, if you were going to have your hotel professionally photographed, would you want that piece of trash to appear in the photograph? We know the answer is “No.” So, let’s ensure that we lead by example and when we see something out of place, let’s fix it. It will motivate your employees to do likewise.

3. Your appearance is a reflection of your professionalism.

We have all heard that you only have one opportunity to make a first impression. We should, therefore, all take pride in our appearance. For

“The End” on the Beatles Abbey Road, written by Paul McCartney

example, when we show up for work, we should never look like we’ve just rolled out of bed. Shirts should not be crumpled and shoes should not be dirty. You don’t need to have a fancy wardrobe or an expensive haircut, but wearing pressed and professional clothes, and having a clean and groomed appearance gives you and your team credibility and shows you went to the extra effort to be taken seriously. As a leader, it is not fair for you to set appearance standards that you do not follow – that creates a double standard and sets a poor example.

4. Never compromise your integrity – your word must be your bond.

Most of you know that I graduated from West Point, the United States Military Academy, where a principle of paramount importance, the Cadet Honor Code, provides that “A cadet will not lie, cheat, steal, or tolerate those who do.” Simple words. Easy to understand, and easy to follow. The point is simple – tell the truth and maintain your integrity. Lie, cheat or steal and your reputation is tarnished. With regard to your guests, keep your promises. With regard to your employees, keep your promises. With regard to your fellow members – keep your promises (remember what happens at your hotel affects all members). Telling the truth isn’t just the right thing to do, I have also heard it said that if you tell the truth, you never have to struggle to remember what you said or did, because it was what actually happened.

5. In the end, the love you take is equal to the love you make.FN

You may have heard me talk about karma in the past. What you do today may very well affect

tomorrow. What I ask each of you to consider is that we owe it to others and to ourselves to treat everyone we meet with dignity and respect. Language, tone and volume should always be courteous, respectful and dignified. Arguing with a guest will get you nowhere. Arguing with employees sets a poor example and reduces the chances that they will, in turn, represent your best interests when dealing with guests. Our responsibility is to motivate, not denigrate. To me, respect begets respect, makes a good role model, and sets a tone of professionalism.

See you at Convention.

Lastly, if you see me at Convention, please say hello. I may very well be the guy bending down to pick up some trash, straightening my tie, or encouraging a colleague. And, don’t you dare miss my legal update presentation at Convention.

Larry

12345



In today’s digital world, Best Western® must develop the strongest possible presence on all consumer channels to ensure we are visible and available for purchase in every marketplace. In our pursuit of reaching this business outcome, we have chosen to form strategic distribution partnerships with some of the most popular and respected OTAs (online travel agencies) and online search engines, like Expedia, Google, Booking.com and TripAdvisor. Approaching these partnerships strategically and defining shared business interests allows us to create win-win business outcomes. In our modern-day business environment, the “DIY,” or do it yourself, approach to winning customers has been reset to “DIT,” or do it together, through inclusive partnerships with a “mutuality mindset.”

OTAS: PART OF BEST WESTERN’S

COMPREHENSIVE MARKETING AND DISTRIBUTION PLAN

1. OTAs have a very strong consumer base.

For example, according to a recent article from hospitalitynet.org, “Expedia, Booking.com, Kayak and Hotels.com are prolific spenders on Google AdWords, regularly logging in the top 50 search engine marketers by spending an average of $67,250 per day. And that’s just on Google.” OTAs spend much more in advertising than the top 10 hotel brands combined, and we must harness the strength of this dominance on various marketing platforms to drive consumer consideration in our favor. Many

consumers start their travel search on an OTA platform, so being present and representing ourselves effectively on these channels is important.

2. Optimal exposure begins with good content scores.

On most OTA sites, content scores are based on accurate descriptions of the hotel, the number and quality of photos, and the frequency of responses to reviews left by customers. The more our hotels monitor and develop their online profiles to ensure their profile stands out from their direct

competitors on third-party sites, the better their content scores will become and the higher they will be ranked. It is an absolute necessity that we regularly update our information, leave unique responses to reviews, and make sure our commissions and offerings are correct on these sites.

3. We must utilize our OTA channels to acquire new members for Best Western Rewards® (BWR®).

Our award-winning BWR program has all the tools necessary to convert price-shoppers into loyal BWR members. Hotels simply need to present the value of our loyalty program to OTA guests when they register. For example, front desk staff should make guests aware that if they join the BWR program they will earn 10 points for every U.S. dollar spent on qualified room rates and their points can be used for a wide variety of rewards, including global free room nights, airline rewards, shopping, dining, entertainment and more.

4. Like every guest, we must ensure these customers have a memorable experience with Best Western, fueling their desire to both leave a strong guest review and return to the brand for their next stay.

With our I Care® Every Guest Every Time program, Best Western is dedicated to enhancing our guests’ journeys to improve guest satisfaction. The more we stay true to this program, the more positive reviews our hotels will receive. Positive

reviews are not just a great pat on the back to hotel staff; they are also a very effective online marketing tool and major deciding factor for online shoppers.

To reap the full benefits of these shared interests, Best Western’s Marketing Activation Team (MAT) has been realigned as a one-stop property marketing support team to help our members secure business through TripAdvisor, Google, Expedia and Booking.com. The MAT will work with our properties to ensure content scores are optimized with OTA partners, that we are reaching our goal of converting 5 percent of OTA customers into BWR members, and we are winning over “every customer, every time,” building long-term relationships with new and returning guests.

Let’s work together to make our OTA partnerships work for our hotels and our brand, ensuring our shared mutual interests with our OTA partners produce profitable business for our hotels. By partnering with third-party sites, we increase the chances of turning their loyal customers into ours. If any hotels have questions or would like more information on third-party websites or OTAs, I strongly recommend reaching out to your revenue manager or marketing activation consultant.

Dorothy Dowling, Senior Vice President and Chief Marketing Officer

So, let’s identify what those mutual shared interests are:



While we must always ask ourselves how we can best accommodate the demands of today’s consumer, we must be equally focused on anticipating the needs of tomorrow’s consumer. What will the guest experience look like in 2020? How will we interact differently with customers than we do today?

At Best Western, with every program we implement, from development strategy to guest satisfaction initiatives, these questions are in the forefront of our thinking. Let’s take a look at some of the ways we are positioning our brand for success and planning for the guest experience of tomorrow.

THE GUEST EXPERIENCE OF

TOMORROW

Development in Key Markets

We continue to experience tremendous success in our North American development efforts and remain focused on bringing Best Western® brands to urban markets. This strategy was recently bolstered by our membership, who handily passed a ballot proposal (Proposal) allowing Best Western to own and operate hotels. As a result, we are able to more quickly and effectively build a presence in key primary markets in which our brands are underrepresented. In fact, we are already working on deals to bring Best Western brands to high-traffic, urban locations such as Dallas, Atlanta, Charlotte, Philadelphia and San Francisco. We look forward to providing you those details at Convention.

We are also gaining traction in ramping up our new and relevant products Vīb®, GLō℠ and BW Premier Collection®. We now have 12 GLō and eight Vīb projects in the North American Development pipeline. In addition, there are eight BW Premier Collection properties now open and 12 more in the pipeline. After passage of the Proposal referenced above, we expect these numbers to steadily increase.

The New Guest Experience

We know that by 2020 millennials will become the predominant travel demographic. Therefore,

the key to planning for the guest experience of tomorrow is understanding the nuances and expectations of this influential group. According to Hotel Trend Report 2020 and Hotel News Now, 2016, millennials prefer products and services that eliminate the need for standing in line. Therefore, the study predicts that the mobile device will become the primary point of communication for millennials and guests of tomorrow.

This year, Best Western piloted a new mobile app at 14 properties throughout North America. The app allowed for check-in and check-out and had the ability to communicate on-site messages and facilitate guest interaction. Hotels in the pilot program experienced an 11.2 point jump in Net Promoter Score when mobile check-in was used and a 7.7 point increase when the “Mobile Requests” feature, allowing guests to make requests via the app, was used. In addition, the mobile check-in feature led to a 6.9 point increase in Overall Experience and a 7.4 point surge when “Mobile Requests” was used.

These promising results demonstrate the impact this type of tool can have on the future of guest service, eliminating antiquated processes and allowing hotels to operate more efficiently.

Regional Services Managers Driving Results

Working together as a team will produce a

great guest experience and provide superior revenue and profit for owners. Since restructuring the role of regional services managers (RSMs) away from quality assurance inspections and on hotel performance support, we have seen striking results. Please see the chart below which illustrates membership satisfaction levels with RSM consulting services. Results are based on approximately 1,000 post-consultation member surveys.

The Regional Services team looks forward to working alongside members throughout the remainder of this year to drive superior results.

Guest Satisfaction First

We are constantly striving to enhance guest satisfaction with our brand, and are seeing tremendous results. The “Overall Service” score for North American hotels has risen for 10 consecutive years, and “Overall Breakfast” is at a 10-year high. These scores have exciting implications for our brand as there is a direct correlation between breakfast scores and RevPAR performance. The customer service initiatives we have implemented over the last decade, from the new Build Your Own Breakfast program to I

Care® Every Guest Every Time, are changing the perception of our brand and taking customer care to the next level. I personally want to thank our members for their continued support of these initiatives and for going above and beyond on a daily basis to exceed guest expectations.

At Best Western, we have been on a journey to meet the evolving needs of consumers. While we look ahead to the trends of 2020 and beyond, from the increasing role of mobile devices to customized guest experiences, perhaps the one constant is the impact of personal interaction. According to a 2015 J.D. Power study, there is a direct relationship between the number of guest interactions at the hotel and guest satisfaction. Satisfaction scores increase dramatically with just three or more interactions. So, while we will continue our journey to deliver on the guest experience of tomorrow, we cannot forget the impact of a simple comment or conversation on guest satisfaction. Our most powerful tool is our ability to create personal connections on every level, from Best Western staff to members and members to guests. It is these connections that have moved our brand forward for 70 years and will continue to do so well into the future.

Consulting Visit Question Overall Satisfaction Rating

The quality of consulting provided by the RSM 96.9%

The revenue opportunities identified by the RSM 93.7%

The action plan provided by the RSM 96%

The training provided by the RSM 96.8%

The RSM’s quality and frequency of communications 96.4%

The overall consulting visit 96%

Ron Pohl, Senior Vice President, Brand Management



Combination Units

DAR017A2BDD 1.7 cu. ft. (40 liters)

DimensionsWidth 17 11/16 in. (43.18 cm)Depth 20 1/16 in. (50.80 cm)Height 20 1/16 in. (50.80 cm)

DAR026A1BDD2.6 cu. ft. (73 liters)


DAR044A4BSLDD4.4 cu. ft. (124 liters)


DCR016A3BDB1.6 cu. ft. (45 liters)


DCR032A2BSLDD3.2 cu. ft. (92 liters)


DCR044A2BSLDD4.4 cu. ft. (126 liters)


Combination DimensionsWidth 18 10/16 in. (47.3 cm) Depth 19 13/16 in. (50.3 cm)Height 35 9/16 in. (90.5 cm)

Available in Black (2.3MF4-7D1)White (2.3MF4-7D1W)Stainless Steel (2.3MF4-7D1S)

Refrigerators

2.3MF4-7D1 Refrigerator 2.28 cu. ft. (64.6 liters) Microwave 0.7 cu. ft. (19.8 liters)

2.6SM4R 3.1 cu. ft. (87 liters)

Dimensions Width 18 11/16 in. (47.4 cm) Depth 19 11/16 in. (50.0 cm)Height 33 7/16 in. (84.9 cm)

3.1SM5R 3.1 cu. ft. (87 liters)


3.2SM4RA 3.2 cu. ft. (91.57 liters)

DimensionsWidth 17 11/16 in. (45.2 cm) Depth 18 8/16 in. (50.9 cm)Height 32 11/16 in. (83.1 cm)

3.3SM4R 3.3 cu. ft. (93.4 liters)

Dimensions Width 17 13/16 in. (45.2 cm) Depth 20 3 /8 in. (51.8 cm)Height 32 11/16 in. (83.1 cm)

To order call: 1-800-637-7567Email: [email protected]: www.microfridge.com/hotels

®Intirion Corporation 2015

3.6MF4RAS3.6 cu. ft. (101.9 liters)

DimensionsWidth 18 5/8 in. (47.3 cm)Depth 20 1/8 in. (51.1 cm) Height 33 1/4 in. (84.5 cm)

Available in Black(3.6MF4R) Stainless Steel (3.6MF4RS)

3.1MF4RS3.1 cu. ft. (85 liters)


Available in Black (3.1MF4R) Stainless Steel (3.1MF4RS)

THE PERFECT SIZE!Compact Refrigerators that fit inside hotel cabinets.

We are MicroFridge® with exclusive Safe Plug™ and 1st Defense™ Smoke Sensor patented technology, and we love designing the industry’s safest and most durable combination appliance, providing you with absolute peace of mind.

Safety Comes First™

Best Western 8.375"x10.875".indd 1 2016-04-19 4:42 PM

Mark Straszynski, Senior Vice President and Chief Financial Officer

MAXIMIZE THE VALUE OF

THE BRAND

Our job as corporate staff is to partner with you to achieve your goals. It has often been said that we exist to serve the members. Indeed, our mission is to “Enhance brand equity and increase member value.” Therefore, your success is our success.

And there’s never been a better time to put Best Western to work for you. Today’s Best Western is a global powerhouse with a diverse hotel portfolio, attractive fees that optimize profitability, award-winning marketing programs and partnerships, and operational programs and services that create brand excellence, all guided by our commitment to driving revenue and value to you.

As a member, you share in the brand’s global recognition and 70-year legacy of serving guests, and you are entitled to an abundance of services and benefits to help you increase revenue, manage costs and maximize the value of the brand at your hotel. Are you making the most of your member benefits? While there are many, I wanted to draw your attention to a few.

• Participate in our award-winning marketing and sales programs to increase the flow of new and repeat business to your hotel.

• Enroll in the Property Revenue Management program in which a Best Western property revenue manager works directly with your hotel to help you grow profits.

• Leverage BestREV, our easy-to-use revenue management software system, designed to help you and your hotel staff make more informed revenue management decisions.

• Maximize Regional Services support provided by a team that specializes in hotel facility evaluation, on-site training, and hotel operations consulting to help you run your business smoothly and profitably.

• Take advantage of our Design and Supply Design program, which offers a full team of interior designers to help you with a renovation or to meet design requirements and a portfolio of 300+ endorsed suppliers to ensure you have competitive pricing.

• Contact endorsed partners for your financial, insurance and credit card processing needs.

• Utilize our Education and Training programs to learn new skills in sales, operations and management.

To take advantage of these, and many more services designed with your success in mind, start by going to mybestwestern.com > About BWI > Key Contacts or contact your regional services manager.

This brand exists to support you as your partner and resource in an ever-changing and competitive industry. We encourage you to use the tools and resources that are available to you as Best Western members. We look forward to your continued membership as we celebrate 70 years as an iconic presence in the hospitality industry, and look ahead to another 70 amazing years.

Recently, we completed our annual membership renewal. It’s the time of year in which you, the members, recommit to the brand and put your trust in Best Western® to help you provide superior customer care, increase market share, and, ultimately, maximize revenue at your hotels.

Years of Hospitality

70Celebrating



NEW HOTEL OPENING PROGRAM:

delivering convenience

1 .800.772.7676

GUESTSUPPLY.COM

Opening a new property, whether a new build, renovation or conversion, requires detailed planning and project management. Guest Supply’s New Hotel Opening Program helps manage your project from start to finish, providing a solution for every area of your hotel, while delivering YOU a blueprint for success.

We help streamline customers’ new hotel opening process by providing tools to order across all categories and meet brand standards. We also provide dedicated back-end operations and logistics to aggregate orders over time, and have on-site support during delivery.

As a single-source industry provider with easy-to-use ordering, whether it’s for supplying your new hotel opening, or for maintaining inventory on your existing property, Guest Supply can deliver what you need at a moment’s notice.

Get your full-spectrum solutions started today.

D I S T R I B U T I O NM A N U FA C T U R I N GP R O D U C TD E V E L O P M E N T

S E R V I C E& S U P P O R T

©2016 Guest Supply®, a Sysco® Company.

At Best Western®, providing first-rate member support remains our highest priority. That’s why we are constantly evaluating the services we provide and introducing new, state-of-the-art tools and resources to enhance your hotel operations and boost your bottom line.

With this in mind, and to keep up with the quickly changing environment in which we operate, we recently introduced the Marketing Activation Team (MAT) – a one-stop-shop for all your marketing needs. The MAT consists of regional marketing managers and digital marketing consultants, who will work collaboratively with your hotel to help you achieve your performance and revenue goals.

The MAT brings incredible marketing and property-level experience to the job and can help your hotel across a number of key areas, including: Best Western Rewards® enrollment, reputation management, distribution and meeting brand refresh requirements.

Also, have you wondered how to optimize your online presence? Best Western’s highly trained and skilled MAT is prepared to offer you individual property consulting services to help you navigate the online world and optimize your digital presence.

MEET YOUR Marketing Activation Team

1st row: Kathleen Vlahovic, Jason Kalafut, Jasmine Cendejas, Lisa Parsons, Katie Davis, Lauren Pfingstag, Jeannie Chen, Tim Goebel, Dan Rambach, Chelsea McFarland, Tiffany Vuk 2nd row: Rebecca Roth, Jaraka Blair, Ann-Marie Jancovich, Alex Zellers, Alex Sorrell, Violet Shalomova, Brittany Coudriet, Robert Schaub, Stuart Sylvester, Tammy Lucas, Jamie Hansen

Here’s a look at just some of the ways MAT can help:

• Drive revenue to properties through regional marketing campaigns.

• Target niche markets with advertising.

• Manage co-ops and regional ad spend.

• Expertise and guidance on digital marketing initiatives.

• Individual property consulting on digital marketing initiatives.

• Comprehensive semiannual report on your hotel’s performance in the digital market.

• Content management on bestwestern.com and distribution partners to maximize revenue.

• Monitor hotel pages on independent property websites for brand compliance.

• Optimize social media opportunities for your hotel.

• Maximize TripAdvisor opportunities and help improve your property’s TripAdvisor guest satisfaction rating.

• Provide tactical support for reputation management.

• Maintain property local listings to ensure increased exposure across digital channels.

For more information on the MAT, and how your hotel can benefit, please contact your marketing activation consultant today at [email protected].



For Best Western’s eCommerce and Technology Management teams, the new website is just one part of an ongoing effort to optimize and streamline the customer experience across all digital channels. In August 2015, the brand launched more than 2,000 new individual property websites, one for every property in North America. Since then, the property websites have generated over $2 million in revenue for our members.

A month later, in September 2015, Best Western launched a new mobile website and apps. Some of the new features included an innovative hotel comparison view, improved search function with the ability to filter results, an engaging map-based feature that shows nearby attractions and points of interest, and more. As of September 2016, the mobile site and apps have increased year-over-year revenue from guests using mobile devices by almost 2 1/2 times the amount previously generated before their launch.

According to Senior Director of eCommerce, Felipe Carreras, every one of our ongoing digital consumer experience improvements have “to measure up” in a few key ways: they have to be scalable; work in every market throughout the world; allow for the addition of popular online functionality from third-party developers, like Google Maps; and incorporate data-driven design elements based on proven results, not guesswork.

“We are laying a completely new foundation for our consumer-facing online experiences,” Carreras said. “From the beginning, we determined there was a wide-range of driving forces for these initiatives. The property websites, enhanced mobile experiences and new BestWestern.com all have to be consumer obsessed, our time-to-market decreased, and our revenue-driving capabilities substantially improved.”

But the eCommerce and Technology Management teams did not stop there. Because Best Western’s digital presence needs to be agile and on a continuous improvement cycle, the entire

approach to application development and delivery also needed to change. “Each element of these initiatives has to not only be effective today, but easily adaptable to position Best Western to be even more successful in the future,” according to Managing Director of Technology Management, Harold Dibler.

“The applications supporting these sites were developed with compact, standardized code that is reusable and can be easily repurposed,” Dibler said. “Whenever we have to make adjustments to meet future online consumer needs, we will be able to deliver those enhancements at an even faster rate than ever before because of the flexibility we’ve built into our software.”

Work began on replacing Best Western’s existing award-winning website in February 2016. For Best Western’s Chief Digital Officer, Greg Adams, who is responsible for leading the digital transformation effort, creating a brand-new global website in less than eight months is a major accomplishment and signals the beginning of a new era for a brand celebrating its 70th birthday this year.

“This has truly been a company-wide effort involving people from eCommerce, Technology Management, Marketing, Brand Management, Legal and Finance. Every person involved deserves a great deal of praise for their role in delivering an exceptional global website in such a short amount of time. I am extremely proud of what we have accomplished up to this point, first with the property websites and mobile initiatives, and now with the new BestWestern.com,” Adams said. “There are so many critical aspects to delivering each of these major initiatives on-time and on-budget. Simply put, everyone involved continues to focus on delivering value to our members by striving to improve our online customer experiences and driving more revenue to our hotels. Thanks to their hard work and diligence, these initiatives will have a tremendous impact on the future success of our iconic global brand for many years to come.”

Best Western® Hotels & Resorts’ new BestWestern.com is a global responsive website rebuilt from the ground up and is scheduled to launch on October 4, 2016. The totally new design is highly visual, interactive and adapts to the screen size of the device a customer is using – whether that be a smartphone, tablet, laptop or desktop PC – providing an intuitive, image-rich, consumer-driven experience for visitors to the brand’s site. This cutting-edge website also features an all-new booking process, including improved “Select a Hotel” and “Review & Reserve” pages, and state-of-the-art analytics capabilities; all intended to convert more site visitors to hotel guests and increase the revenue delivered to our members from this critical digital channel.

BESTWESTERN.COM

Latest Addition in Best Western’s Digital Transformation

ALL NEW

The design offers a fresh and intuitive display of hotel information for guests on multiple devices, making it easier than ever to find the hotel that best fits our guests’ needs.



PARTNER WITH THE HOME DEPOT

LET’S DO THIS™.

ENROLL TODAY - Contact your Pro Account Representative, Michelle Link, at [email protected]

Our partnership brings you Best Western Exclusives combined with allthe benefits of The Home Depot’s Pro Xtra program.

An exclusive web portal offering over 300,000 competitively priced products ranging from hospitality to maintenance and repair

Dedicated national support team for Best Western

Exclusive Savings including volume discounts and up to 20% off paint stains and primers

In-store pick up and low-cost delivery options

Purchase tracking by job, PO, location and date to manage up to two years of receipts

GET XTRA SERVICES & SAVINGSIts free and no minimum spending requirement to access:

These letters show how Best Western members and staff are making a difference and leading the way in guest service.

Best Western® – Making a Lasting Impression

FROM OUR GUESTS

We cannot say enough about the service, kindness and cleanliness of the Best Western Airport Inn in Moline, Illinois. The complimentary breakfast was one of the best we have ever had. We have traveled to most all of the United States and have never felt so welcome and not just by the front desk staff, but the entire staff. So, because of the great experience here, we will try to stay at a Best Western wherever our travels may take us.

Sincerely,

Dennis

Being a business traveler six months out of the year for 30+ years, I can say without hesitation that the Best Western Plus Pasco Inn & Suites truly felt like home. From the check-in experience with the front desk attendant, the cleanliness and perfection of the property outside, a breakfast that exceeds guest expectations, the kind, caring and attentive staff, the quality and comfort of the guest rooms to the finishing touches, pride of ownership shows here in every facet. This property truly deserves accolades.

Sincerely,

Jeff

We felt compelled to contact you in regards to a fire in a senior living center in the small community of Arcola, Illinois. We have read that about two-thirds of the residents were relocated next door to the Best Western Plus Green Mill Village Hotel & Suites who acted as a first-responder, teaming up with law enforcement, the sheriff’s department as well as neighboring fire departments and ambulance services.

We were there about 36 hours after the fire occurred to check on a dear friend of our family. We were calmly greeted at the front desk with a smile from the hotel staff and directed to the health care providers who were able to assist us to her room and check on her. Afterward, we walked around observing the other residents in the lobby, breakfast dining area and sitting in wheelchairs outdoors. All we saw was a friendly, tranquil atmosphere. After our visit, we felt assured that her care was not compromised despite being taken care of in a hotel room versus a medical senior living facility.

We are most appreciative of the kindness and community spirit of the employees at the Best Western hotel. Employees had to quickly respond, take in many residents as well as medical staff, equipment and private medical documents. But, they presented a pleasant and friendly atmosphere. Thank you to the employees for your responsive role in an emergency to our community’s most vulnerable citizens.

Sincerely,

Ruthanne and Jay



Here’s a breakdown of

total activated Best

Western properties in

North America as of

August 8, 2016:

Best Western = 1,205

Best Western Plus = 825

Best Western Premier = 27

BW Premier Collection = 10

TOTAL= 2,067

United States

Best Western Sugar Sands Inn & Suites Destin, Fla.Best Western Aspen Hotel Fort Smith, Ark.Best Western Benton Harbor-St. Joseph Benton Harbor, Mich.Best Western Long Beach Inn Long Beach, Wash.Best Western Woodland Inn Woodland, Wash.Best Western Boerne Inn & Suites Boerne, TexasBest Western Daytona Inn Seabreeze Daytona Beach, Fla.Best Western Harker Heights Harker Heights, Texas Best Western Troy Hotel Troy, Ill.Best Western Town Center Inn Weslaco, TexasBest Western Brentwood Inn Brentwood, Calif.Best Western Hilliard Inn & Suites Hilliard, OhioBest Western Bowling Green Bowling Green, Ky.Best Western O’Hare/Elk Grove Hotel Elk Grove Village, Ill.Best Western Northwest Corpus Christi Inn & Suites Corpus Christi, TexasBest Western Flint Airport Inn & Suites Flint, Mich.Best Western Eagles Inn Morehead, Ky.Best Western Milton Inn Milton, Fla.Best Western Toledo South Maumee Maumee, OhioBest Western Beachside Inn South Padre Island, TexasBest Western Plus Taft Inn Taft, Calif.Best Western Plus Medical Center South San Antonio, TexasBest Western Plus Delta Hotel Oakley, Calif.Best Western Plus Fairburn-Atlanta Southwest Fairburn, Ga.Best Western Plus Fairview Inn & Suites Fairview, Okla.Best Western Plus Diamond Valley Inn Hemet, Calif.Best Western Plus Stevens County Inn Hugoton, Kan.Best Western Plus Cedar City Cedar City, UtahBest Western Plus Dilley Inn & Suites Dilley, TexasBest Western Plus Gardena Inn & Suites Gardena, Calif.Best Western Plus Nashville Airport Hotel Nashville, Tenn.Best Western Plus DC Hotel Largo FedEx Field Upper Marlboro, Md.Best Western Plus Harrisburg East Inn & Suites Harrisburg, Pa.Best Western Plus Regency Park Hotel Walker, La.Best Western Plus Tech Medical Center Inn Lubbock, TexasBest Western Plus North Platte Inn & Suites North Platte, Neb.Best Western Plus Ardmore Inn & Suites Ardmore, Okla.Best Western Plus Prien Lake Inn & Suites Lake Charles, La.Best Western Plus Thornburg Inn & Suites Woodford, Va.Best Western Plus Roswell/Alpharetta Roswell, Ga.Best Western Plus St. Paul North/Shoreview Shoreview, Minn.Best Western Plus Hardeeville Inn & Suites Hardeeville, S.C.Best Western Plus Denver City Hotel & Suites Denver City, TexasBest Western Plus Jonesboro Inn & Suites Jonesboro, Ark.Best Western Plus Columbus Ft. Benning Columbus, Ga.Best Western Plus Aberdeen Aberdeen, Wash.Best Western Plus Wichita West Airport Inn Wichita, Kan.Best Western Plus The Hammondsport Hotel Hammondsport, N.Y.Best Western Plus Pflugerville Inn & Suites Pflugerville, TexasBest Western Plus Menomonie Inn & Suites Menomonie, Wis.Best Western Plus Boomtown Casino Hotel Verdi, Nev.Best Western Plus Overland Inn Fort Morgan, Colo.Best Western Plus Norman Norman, Okla.Best Western Premier Hotel Del Mar Del Mar, Calif.Best Western Premier The Tides Hotel Orange Beach, Ala.Best Western Premier Energy Corridor Katy, TexasBest Western The Dana on Mission Bay, BW Premier Collection San Diego, Calif.Best Western The Cartwright Hotel - Union Square, BW Premier Collection San Francisco, Calif.Best Western Viana Hotel & Spa, BW Premier Collection Westbury, N.Y.Best Western The Florida Hotel & Conference Center, BW Premier Collection Orlando, Fla.Best Western Pere Marquette Lodge & Conference Ctr, BW Premier Collection Grafton, Ill.Best Western Inn at Great Neck, BW Premier Collection Great Neck, N.Y.

Canada

Best Western Pacific Inn Vernon, BCBest Western Plus Kindersley Hotel Kindersley, SKBest Western Plus Chestermere Hotel Chestermere, ABBest Western Premier Toronto Airport Carlingview Hotel Toronto, Ontario

SPOTLIGHT ON: The Florida Hotel & Conference Center, BW Premier Collection

Welcome to the Newest Members of the Best Western FamilyBest Western® Hotels & Resorts continues to bring quality hotels into the fold. The following properties were activated between December 2015 and August 2016, with 21 Best Western®, 35 Best Western Plus®, four Best Western Premier®, and six BW Premier Collection® hotels joining the brand.

The newly-opened Florida Hotel & Conference Center, BW Premier Collection is taking guest service and comfort to the next level. Ranked among the top 10 hotels in Orlando by TripAdvisor®, the Florida Hotel & Conference Center is the ideal getaway for business or leisure travelers. “We are very excited about the opportunity to join Best Western’s BW Premier Collection hotels,” said John Lamont, General Manager. “It seems like a perfect match for Orlando, both for the growing leisure market as well as the corporate market.”

The hotel is conveniently situated next to the finest tourist attractions in Central Florida, including Universal Studios® and Walt Disney® World Resort. Additionally, it features state-of-the-art meeting, event and convention facilities, and an up-to-date, new business center that will meet and exceed guest expectations. Those looking to relax and unwind can visit the resort-style, heated pool and whirlpool, take a trip to the day spa, or visit the well-appointed fitness facility.

The hotel is also connected to The Florida Mall® featuring over 250 retail outlets for guests wishing to enhance their vacation with the ultimate shopping experience. From its modern amenities, premier facilities, and luxurious interior and exterior, to its exemplary guest service and ideal location, this hotel is truly Today’s Best Western® For Today’s Traveler.

Best Western Bowling Green, Bowling Green, Kentucky

Best Western Plus Aberdeen, Aberdeen, Washington

Best Western Premier Energy Corridor, Katy, Texas

Best Western Plus Norman, Norman, Oklahoma

Exterior view of The Florida Hotel & Conference Center, BW Premier Collection

Hotel lobby of The Florida Hotel & Conference Center, BW Premier Collection



SPOTLIGHT ON: Best Western Premier The Tides Hotel

The Best Western Premier The Tides is a spectacular 86-room beachfront property located in the beautiful Gulfside resort town of Orange Beach, Alabama. This brand new boutique property, with grand views of the Gulf of Mexico, is more than a hotel – it is an experience.

The Tides Hotel was designed to immerse guests in the unique charm and natural beauty of coastal Alabama and is the ideal destination for guests looking for more than a cookie-cutter hotel. Not only will guests be swept away by the stunning views of Alabama’s famous beaches, but this fresh and vibrant hotel delivers extraordinary amenities, including a grab and go deli, two on-site bars, a heated pool, fire pit, free beach cruising bikes, free gourmet breakfast, covered parking, full-sized beach towels and more. The Tides goes the extra distance to wow its guests and offer the full beach experience through fun and invigorating activities such as beach yoga and surf lessons.

The Tides hotel is a tremendous addition to the brand that demonstrates the exceptional quality, value, and contemporary appeal of today’s Best Western. Stylish and stunning truly come together in the Best Western Premier The Tides to create a guest-centered, locally-inspired experience that will be remembered for a lifetime.

Best Western Premier The Tides Beachfront ExteriorBest Western Premier The Tides Lobby

In the event of a disaster:Best Western has added FirstOnSite Restoration as an endorsed property damage Emergency Restoration provider for all Canadian and USA locations.In the event of property damage caused by fire, water, wind, mold, mechanical or environmental hazards:

Call FirstOnSite’s 24-Hour Emergency Response Line at 1.877.778.6731 and identify yourself as a Best Western PREP (Priority Response Emergency Plan) Client.

Email [email protected]

A

B

OR



MEMBER NEWS

GOING THE EXTRA MILE WITH A LITTLE ELBOW GREASE

Traveling from one place to another can sometimes be challenging and strenuous. However, Best Western® employees, such as Anthony Wolfe at the Best Western Light House Suites Inn, are committed to going above and beyond for guests to ensure they enjoy their travel experience. One evening around midnight, while serving in his role as the night auditor, Anthony was approached by a guest who was dealing with a dead car battery and was asked if he could assist with jumpstarting the car. Although the hood of the car was inaccessible due to the car being surrounded by other vehicles in the parking lot, that didn’t stop Anthony from going the extra mile to help. Anthony assisted the guest with pushing the vehicle to an accessible point in the parking lot and, from there, he was able to hook up the jumper cables and get the vehicle running again. The guest was ecstatic and extremely grateful, and Anthony was pleased with how a little elbow grease can go a long way.

DOING GOOD FOR GOODNESS’ SAKE

For over 20 years, the Best Western Inn & Suites Lemoore in Lemoore, California, has been showing the true meaning of hospitality and, in honor of their commitment to serving others, the Lemoore Chamber of Commerce announced the hotel as the 2016 Business of the Year. Over the years, the property has not only provided superior customer care to its guests, but has gone above and beyond to contribute to its community and lend a helping hand to those in need. The Best Western Inn & Suites Lemoore routinely donates to many organizations, including Kings United Way, the San Joaquin Valley Association of Naval Aviation Squadron and the Kings County Fair. Often, the hotel also provides free rooms to local families who are displaced by fires, acts of domestic violence, and other tragic events. Frances Perkins, General Manager at Best Western Inn & Suites Lemoore, said the award truly goes to her employees who demonstrate hard work and dedication. “They are literally the engine of this whole operation,” Perkins said. “They are the ones that keep it going.” Upon receiving the award, Perkins reinforced the quality of serving others even outside of your immediate surroundings, “It feels good,” Perkins said. “It reaffirms that what we are doing is right and good, not only for our business but for the community.”

Best Western Inn & Suites Lemoore Hotel Staff

From left to right: Frank Fuerte, Anand Patel and Frances Perkins

SEEING STARS AT THE BEST WESTERN AUGUSTA WEST

Two employees from the Best Western Augusta West in Grovetown, Georgia were named “Stars of the Lodging Industry” during the Georgia Hotel & Lodging Association’s (GH&LA) annual event on March 9, 2016. The theme for this year’s awards celebration was “Galaxy of Stars,” in honor of the men and women who are dedicated to providing top-tier service to their guests. Teresa Lammon was named “Outstanding Guest Services Employee of the Year,” and Robert Knight was named “Outstanding Support Department Employee of the Year.” Kanta Kondur, Owner/General Manager of Best Western Augusta West, shared her excitement for the award-winning employees saying, “We value Teresa’s and Robert’s contributions to our hotel, and we are pleased that they have been recognized by GH&LA.” From left to right: Robert Knight,

Kanta KR Kondur and Teresa Lammon

MAKING AN AWARD-WINNING FIRST IMPRESSION

Wahab and Malaikah Sandhu, owners of the Best Western Butner Creedmoor Inn, moved to Creedmoor, North Carolina, and joined the Best Western family less than a year ago. In this short time, they have already made a name for themselves in their community and as hoteliers in the Best Western brand. Within the first few weeks of ownership, Wahab and Malaikah were already hard at work tending to the property and looking for areas of improvement to enhance their guests’ experience. One of the first needs they recognized was the need to upgrade the landscaping and increase their hotel’s curb appeal. They worked diligently to bring their vision to life – which often amounted to getting up at the crack of dawn and going to bed after midnight. Wahab and Malaikah’s hard work paid off as they were honored with the “Yard of the Month” award from their local community. The award was presented at a town hall ceremony, where they also had the opportunity to meet the mayor and various other town officials. Additionally, the hotel is performing very well in all other operating aspects.

Malaikah Sandhu and Wahab Sandhu

Best Western Butner Creedmoor Inn Recognized with the “Yard of the Month” Award

BEST WESTERN PLUS PATTERSON PARK INN RECEIVES HONORARY AWARD

While June typically marks the start of a busy travel season, it is also Business Appreciation Month. The Best Western Plus Patterson Park Inn started off our busiest time of the year on a great note, as they were honored by the Kansas Department of Commerce with a Merit Award in the Service category. The Best Western Plus

Patterson Park Inn was one of only 89 businesses that were selected as winners of the 2016 Business Appreciation Month, which speaks to the hotel’s commitment to providing excellent service to its guests and contributing to the local and state-wide economy.

From left to right: Bob Fettke & Renee Lippincott, Kansas Department of Commerce- Business Development Chair; Sara Williams, General Manager, Best Western Plus Patterson Park Inn; Sarah Werner, CEO, Winfield Chamber of Commerce; Renee Price, Chairman, Winfield Chamber of Commerce; Sarah Long, Chairman of the Board, Arkansas City Chamber

Alissa Sheppard, Assistant General Manager; Sara Williams, General Manager, Best Western Plus Patterson Park Inn.



COMING TOGETHER IN A TIME OF NEED

The month of May marked a very difficult and tragic time for Canada, as the Fort McMurray wildfire began to spread and resulted in one of the most devastating fires in Canadian history. At the same time, the month of May also marked a significant moment in time that brought the community and the staff of the Best Western Plus Sawridge Suites closer together as they worked to ensure the safety of the area.

The tendency of the fire to shift directions resulted in the Best Western Plus Sawridge Suites evacuating and re-opening several times throughout the course of four weeks, which was extremely strenuous between the long hours of commuting back and forth into an area undergoing turmoil, and the detailed procedures that were required to get guests in and out of the property safely.

At one point during the incident, the hotel was called to re-open to accommodate the Fort McMurray Fire Department. The dedicated team of seven hotel staff, who had been helping manage the crisis, worked diligently into the early morning hours to prepare for the firefighters cleaning the guest rooms that had recently been evacuated, freshening supplies and cooking the next day’s meals. Though the days were long and the team of staff were putting in 20 hour days, they did so without complaining as they acknowledged what the Fort McMurray firefighters were dealing with on a daily basis.

As the evacuation and re-opening orders continued, so did the teamwork and optimism shown by the staff of the Best Western Plus Sawridge Suites. “I could not have been more proud of our small team who worked so hard to offer a small sense of ‘home’ to the Fort McMurray firefighters who were working tirelessly on front lines fighting what is now known as the ‘Beast’,” said Paul Jones, General Manager of the Best Western Plus Sawridge Suites. Jones also noted the support the hotel received from Best Western corporate staff during the incident saying, “I have never been so proud to be affiliated with a hotel brand as I have been with Best Western, and I have worked with many brands over my 30 year career in the hospitality industry.” Jones especially thanked Brian Speigl, Regional Services Manager in District II, for his consistent outreach. He also thanked Priscilla Nesbitt, Director of Supply & Studio Design, who put out a call to her suppliers for food and beverage product to help feed the first responders staying at the property.

MEMBER NEWS

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DESIGNED TO WIN

Understanding the importance of a hotel’s design and its impact on revenue and the guest experience, the Best Western Premier Ashton Suites – Willowbrook, a new construction property in Houston, Texas, contracted with Best Western’s accredited Studio Design team to create a customary design plan. The Studio Design team worked skillfully to create an energetic and contemporary hotel product, and the results of the project have not gone unnoticed. The Network of Executive Women in Hospitality (NEWH) recently recognized Best Western as a 2016 TOP ID Hospitality Firm for the design work done to the Best Western Premier Ashton Suites – Willowbrook. This prestigious honor was determined by the chapter boards with consideration of Best Western’s quality design work in the hospitality industry, among other qualifications. TOP ID firms are acknowledged by their local community as a leader in hospitality design, and are also celebrated internationally across the vast network of professionals in the industry.

Lobby area of Best Western Premier Ashton Suites– Willowbrook in Houston, Texas

Guestroom of Best Western Premier Ashton Suites– Willowbrook in Houston, Texas

Best Western Plus Sawridge Suites in Fort McMurray, Alberta



MEMBER NEWS

DELIVERING THE RIGHT MESSAGE

Inspired to lead the industry in superior care, staff at the Best Western Plus Island Palms are showcasing their commitment to serving others even outside of their daily responsibilities. A woman from Wisconsin who was visiting the San Diego area had left her purse at a children’s park nearby the hotel and, nearly nine weeks later, hotel staff were informed that an unattended purse had been found. Employees wasted no time tracking down the owner and ensuring the purse was delivered back into the right hands. The woman expressed her appreciation and gratitude by writing the property controller and housekeeper a thank you letter as featured below.

Dear Stephanie and Housekeeper,

Your phone call on May 3 in Madison, Wisconsin, reporting that my stolen purse had been found in the hotel lost and found, was nearly the last message I expected to hear after exactly nine weeks since my purse was missing. The housekeeper had just delivered the purse to you from lost and found, but there was no way to find out how it got to the hotel.

I had been at the Children’s Park on Shelter Island until 5 p.m. on March 1, but did not miss my purse until about 7:30.

Your news took my breath away and I was so afraid that it was a crank call! Then you acknowledged that my $94 cash remained intact, my car keys and checkbook, all credit cards were found in their original purse location. I was most pleased and still in shock as that was absolutely the last message I expected!

Later that day, my son Tim picked up the purse from you and mailed it to me in Wisconsin. When it arrived at my house, everything continued to be intact and it felt so very good to know that probably a visitor found the purse on March 1 in the park and brought it to the Best Western hotel.

This certainly renewed my faith in good Samaritans who were looking out for me – and Stephanie, this includes you and the housekeeper! Thank you very much for being kind, available, not rushed and willing to listen.

To Lead the Industry in Superior Customer Care.

www.hospitalitywifi.comPhone: 1.419.634.0587

Toll-Free: 1.800.307.1044Fax: 1.800.464.0832

HP logo copyright © Hewlett Packard.

Don’t let your competition pass you by- give us a call today and find out how our Wi-Fi keeps your guests coming back!

By now you’re probably aware that all Best Western hotels will be expected to meet new guest high-speed Internet standards by January 2017. Hospitality WiFi is dedicated to helping you meet or even exceed these new standards, and to achieve this, we’re promising several things to our hoteliers:

BecauseBecause of the demand, we can now handle your HP equipment at no additional charge.We will help you get the best possible Medallia scores for your Wi-Fi.All access points used in our installations will meet the new 802.11ac standard.Our Wi-Fi installations will meet all of the new Best Western standards.

IfIf you have any questions about what the new standards mean for your hotel in terms of speed, equipment, wiring, or anything else, please contact us and we’ll be happy to help you.

Make Your Upgrade Easier...Bring your equipment to us and we’ll help you get better guest Wi-Fi!



I AM A MEMBERMadeleine Levesque-Toner

Best Western Voting Member – District VIIBest Western Plus Grand-Sault Hotel & SuitesBest Western Plus Fredericton Hotel & Suites

1. How did you get your start in the hotel industry?

Prior to entering the hotel business, my husband Teddy and I were pursuing very different career paths. I practiced pharmacy for 17 years, and was the chief-pharmacist at our local regional hospital. Teddy was in the grocery business, where he owned and operated his grocery store for 23 years. Though pharmacy is a great profession, at 40-years-old, I wanted something new. I had always wanted to own and operate my own business, and for many of years I thought that business would be a pharmacy. However, I decided to change career paths completely. It was one of the most difficult decisions I had ever made. Though I was uncertain about what I would do next, I realized I have always had a passion for serving other people. The big question was, “Where do I go from here?”

One evening, my husband suggested we build a hotel. The idea of building a hotel appealed to me, but I knew we had a lot of research to do. Less than two years later, we opened our first Best Western® hotel, the Best Western Plus Grand-Sault Hotel & Suites, a 63-room hotel located in our hometown, Grand-Falls, New Brunswick. Three years later, we built our second hotel, the Best Western Plus Fredericton Hotel & Suites, which is a wonderful 143-room property in Fredericton, New Brunswick. We are very excited to say that both our properties are outperforming their competitors in their respective markets. We are currently in the midst of building another hotel, a 175-room property in St John’s, Newfoundland, which will become our third Best Western Plus hotel.

2. We understand family plays a significant role in your hotel business. Could you tell us more?

Family plays a significant role in everything we do. Teddy and I have been married for 32 years, and we have four children and four grandchildren. Our oldest son, 29-year-old Emmanuel and his wife Vicky have two children. Emmanuel has taken over our grocery store and has recently started a trailer dealership business.

Our 27-year-old daughter Marie-Louise and her husband Marc-Andre also have two children and have joined the hotel business. Our 24-year-old son, Christian, is also involved in the hotel business. He is the regional director of sales for our two properties (soon to be three properties). And our youngest daughter, 18-year-old Renée-Claude, will be starting university in the fall. She has long been working at the hotel and the grocery store. I remember her selling her first suite at the age of six. Because of our children’s interest in the hotel business, we feel motivated to grow our organization. Our third hotel will be a great addition to the Best Western brand and to our family.

3. What does being in the hospitality business mean to you?

To me, being in the hospitality business means serving others. I always remind myself and everyone in our organization that if you don’t have a “serving heart,” the hospitality business is not for you. A true hotelier will constantly look for ways to better serve their guests. Serving others is a passion. You either have it or you don’t. Though we cannot please everyone all the time, I have certainly learned over the years that your most unhappy customers are often your greatest source of learning.

4. What are some qualities about your hotel that you are particularly proud of?

I am extremely proud of everyone involved in making our hotels successful. From our children and our employees who we consider family to our guests who appreciate and notice all the hard work we put in every single day to better serve them. The people we work with and work to serve are who create the best qualities of our hotels.

5. How do you ensure that your staff lives up to Best Western’s mission of providing superior customer care?

Caring for people is at the root of offering superior customer care. When employees see that the owners have a true passion in serving

Photo of Levesque-Toner family. Madeleine is second from right.



others and caring for people, they also become passionate. I think it is somewhat contagious. Our employees take great pride in everything they do and that ultimately enhances our guests’ whole experience. We could not possibly be this successful if it wasn’t for our employees’ commitment and dedication toward our guests.

6. What is your day-to-day role in the operations and/or management of your hotel?

Sometimes, I have to ask myself that question! I truly believe that the key to success is having a hands-on approach, and that is what we are teaching our children and managers. I am proud to say that our children are more involved in the day-to-day operations. Teddy and me are now more involved in the development side of the business.

Leading a large business requires great communication, and we do it well through many weekly meetings, calls, leadership camps and also over lunch or dinner. Because we all eat, sleep and breathe hotel business, it is not difficult for Teddy and me to stay informed, even on the smallest details. Our children and managers communicate well with us and most decisions are made together, as a group. With humor, I must say that we do not always agree, but I guess that is what makes our team so strong.

7. What do you like about being a part of the Best Western brand?

I think Best Western is the strongest brand out there. We have been part of the Best Western brand for almost 12 years, and we feel like we are part of a big family where everyone cares for each other. If one hotel succeeds, we all do. I also appreciate the diversity and the individuality of each hotel. The brand encourages each member to develop a product that reflects their unique personality while emphasizing the importance of consistency and quality. Our properties are not the “cookie-cutter” design that is so commonly seen today with other brands.

8. This year, Best Western is celebrating its 70th birthday. What do you think has been our brand’s biggest achievement in the recent past?

Seventy years is undoubtedly worth celebrating. That milestone alone tells us the brand is very strong and is doing something right. I would say the descriptor program has certainly been one of our biggest achievements, as it has brought the brand to another level. We consequently lost a portion of our members, but it has enabled the brand to focus more on quality rather than quantity. Our guests know more what to expect from a Best Western hotel, and they now have a variety of hotel choices to choose from within the

Best Western masterbrand. Best Western’s launch of its new logos is also another big achievement for the brand. Our new contemporary and refreshed look is grabbing the public’s attention and getting them to talk, that’s what we want.

These initiatives have been instrumental to taking our brand to new heights. To me, there is no such thing as “status quo” in an organization. We either go up or we go down. With the hard work and dedication of our senior executive team and Best Western’s staff, as well as the collaboration among our membership, we are anything but standing still. We are all thriving in the same direction, which is reassuring for us as owners currently building our third Best Western Plus hotel.

9. What, in your view, is the biggest challenge facing Best Western today?

First, I think we have to continue to focus on quality. Our guests have many hotel options to choose from in today’s marketplace, which causes the business environment we operate in to be more competitive and challenging. Our guests demand more and we have to deliver. We can never rest on our laurels. We have to constantly find ways to do things better.

Second, technology is constantly changing, and, therefore, it is constantly impacting the way we do business. We have to put our energy (and dollars) toward attracting the millennial generation, as they represent our future clientele. In order to attract this tech-savvy population, we have to carefully craft our approach to social media and become more mobile-friendly.

10. Any tips or ‘words of wisdom’ for other members, perhaps to those who are up-and-coming?

My words of wisdom for our fellow members would be to “stay focused.” Though it is useful to know what our competition is doing, do not let it distract you. Keep doing what you do best, improve on what you do well, and stop doing what you do wrong. One of my favorite sayings is, “The competitor to be feared is one who never bothers about you at all, but goes on making his own business better all the time.” Another tip would be to “Listen to what your guests and your employees are telling you.” It is what we think we know already that often prevents us from learning. Minds are like parachutes - they only work when they are open. And as a last tip, “Take care of your people.” Be great with people. The number one rule to success is to get along with others. Be passionate in everything you do, and success will follow.

I AM A MEMBER



0162October

Sept. 12- Nov. 20 Fall Promotion

16-19 Best Western Convention, Phoenix, Arizona

18-20 IMEX, Las Vegas, Nevada

19 Convention Board Meeting, Phoenix, Arizona

19-21 ITB Singapore, Singapore

20-21 Fall International Meeting, Phoenix, Arizona

22-26 OMCA Conference & Marketplace, Niagara Falls, Ontario

CALENDAR* November

Sept. 12- Nov. 20 Fall Promotion

1-4 Board of Directors Meeting, Phoenix, Arizona

7-9 World Travel Market (WTM), London, UK

11-13 China International Travel Mart (CITM), Shanghai, China

13-15 HX: The Hotel Experience, New York, New York

16-17 Hotel Investment Forum India (HIFI), Mumbai, India December

1 Hotels must comply with new coffee maker and hairdryer requirements


7-9 United States Tour Operators Association (USTOA) Annual Conference & Marketplace, Scottsdale, Arizona

January

14-17 American Bus Association (ABA) Marketplace, Cleveland, Ohio


23-25 ALIS Conference, Los Angeles, California

February

(TBA) Governors’ Conference, San Diego, California


*Dates subject to change.

* Numbers are approximate and may fluctuate. 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.

Best Western Convention October 16 - 19, 2016 Phoenix, Arizona

Save the Date for the 2016 Convention

Visit mybestwestern.com for more details.

SM®

1860 425.1036.16 BW Way Save the date Ad For Convention V3 approved.indd 1 8/6/16 9:15 AMBest Western Way _Fall 2016 Revised Approved.indd 58-59 10/4/16 9:59 AM


NEED TOKNOWBest Practice Bulletins Available on mybestwestern.com

Best Western’s Regional Services team has collected best practices from top-performing hotel general managers (GMs) throughout North America and is pleased to make these available to you now. These proven, easy-to-follow tips provide solutions to everyday problems and can help save you both time and money while improving your overall guest satisfaction and driving revenue. To view the best practices bulletins, please visit mybestwestern.com > Brand Standards > Regional Services > Best Practice Bulletins.

Interested in Free BWR Training?

New to the brand? Hired new front desk staff recently? Are you behind on your Best Western Rewards® (BWR®) enrollment goal? Sign up for a free BWR webinar! We conduct webinars one-on-one with properties on everything you need to know related to BWR, including free night redemption, elite recognition, enrollment goals, enrolling Online Travel Agency (OTA) guests and much more. If you’d like to schedule a webinar, simply email [email protected] or call 877-735-1737.

I Care Reflections Team Offering Hotels Full Medallia Analysis

The I Care® Reflections team is offering hotels the opportunity to do a deep-dive analysis of their Medallia results. Virtual GoToMeetings allow hotels a 360-degree view of their operations. This format lets hotels see themselves as their customers do, enabling managers to improve customer satisfaction. This analysis also helps hotels discover areas of opportunity in their competitive set to drive more market share. Sessions normally last 60 minutes. Time can be reserved by emailing [email protected].

Information Regarding the White Label Brand

To achieve our mission of driving superior revenue and providing leading industry support for our members, we need to find new sources of income. Since District Meetings, we have been hard at work to create a “white label brand” to achieve these objectives. For more information, please visit the home page of mybestwestern.com.

Business Card Questions?

Best Western print suppliers are busy taking orders for business cards featuring the new company logo, as outlined in the brand identity manual. While our endorsed suppliers have the updated templates on their websites for members to order the proper cards, there is still potential for confusion. The words “Best Western” can no longer be listed in the property name. For example, if your property’s name is Best Western Oceanview Inn, you would only enter Oceanview Inn in the property name section. The Best Western logo will automatically print on the cards. Questions? Please email [email protected].

Ownership Plaques

Ownership plaques are required for all North American properties, per Best Western Rules and Regulations. Here is a step by step process on how to place your order:

• Go to hotelsigns.com/bestwestern/.• Log in or create a new account.• Click on “Ownership Plaque,” customize with

ownership name and enter property number.• Add plaque to cart.• If you are an auto transfer property,

go to shipping comments and add “Auto-Transfer Property.”

• Submit web order.Be sure to display your plaque in accordance with the Best Western brand identity manual.

Have You Checked Your Sales Champion Email Box Recently?

Don’t miss out on revenue opportunities including requests for proposals (RFPs) and business leads. Be sure that if you have a new sales champion, you update the sales champion email inbox with a new login and password. You may also add a new auto forward rule, if applicable (be sure to check for accuracy of the email address to ensure delivery of the correspondence). Keep in mind that if there is an auto forward rule in place the emails are only visible in the box to which it is being directed. A copy of the email does not stay in the sales champion box. Questions? Contact Robin Lameyer at [email protected] or 623-780-6536.

Recognition of Elite BWR Members A Key Goal for Brand

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 BWR members staying at your property. Additionally, please be sure to give a warm smile and special thanks to these elite members for being loyal Best Western guests. By taking care of our most valued BWR members and ensuring that they feel appreciated, we help to secure their business stay after stay. 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.

New! Brand Agreement With Yelp

Recently, hotels in North America entered into a brand agreement with Yelp, one of the most widely-used review sites. With a 35 percent year-over-year increase in searches for hotels/travel, it’s important that our Best Western hotels are well-represented on Yelp. All hotels in North America should be able to access their Yelp page now using the GM email address that is on file with Best Western. A welcome email went out to GMs, so please log in to Yelp and optimize your hotel’s presence. If you need assistance, please contact your digital marketing consultant at [email protected].

Digital Membership Card Now Available for New BWR Members

BWR is now issuing membership cards to newly enrolled members via Apple Wallet, Android Pay and other mobile wallets. Digital membership cards display all the information shown on plastic membership cards, as well as the member’s current point balance and membership tier. Moving to digital membership cards for all mobile devices puts BWR at the forefront of the hospitality industry, allowing us to offer a seamless, enhanced experience for our most loyal guests while reducing our environmental impact. Digital membership cards will be available for existing BWR members in a future release. Questions? Please visit mybestwestern.com > Marketing & Sales > Best Western Rewards > Digital Membership Card.


Best Western Way | Fall 2016 • 6362 • Best Western Way | Fall 2016 Offer ends 11/20/16. Other restrictions apply. Visit bestwestern.com/fall 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.

Get 1,000 Bonus Rewards Points!

Visit bestwestern.com/fall and register today!

SM®

Best Western Rewards® members save up to 15% and get 1,000 bonus rewards points when you book on bestwestern.com.

1889 Fall promo ad.indd 1 9/1/16 2:15 PM

SOMETHING FUN: BEST WESTERN® HISTORICAL TRIVIA

How much do you know about Best Western’s history? See if you can answer these trivia questions.

Questions

What was the name of the very first Best Western property?

In what year did Best Western introduce the only hospitality reservations service covering the entire United States?

When was the current Best Western headquarters building opened?

In which U.S. city and state was Best Western founder M.K. Guertin born?

In 1964, a group of motels east of the Mississippi River incorporates under what name?

Best Western Founder M.K. Guertin used to say that the secret to the organization’s success was to “Treat your guests like _____.”

In which city was the very first Annual Convention held?

How many charter properties made up the original Best Western membership?

In what magazine did Best Western place its first national print ad?

True or False: Best Western’s first international property was located in Great Britain

Answers

1. The Beach and Oceanaire in Long Beach, California2. 19623. January 18, 1978, was the official opening date. Actual move-in was the previous October.4. Liberty, Texas5. Best Eastern, Inc.6. Family7. Las Vegas, Nevada8. 669. Life magazine10. False. The first international property was located in Canada

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final approved best western way _fall 2016_oct 25.2016

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