Best Western Hotels & Resorts has announced its plan to launch a new brand that will cater to young individuals and offer low rates. Dubbed GLo, the new brand will reportedly feature hip rooms with a special area for "selfie moments."
Los Angeles Times reports that Best Western is gearing up for at least 50 GLo properties within the next three to five years in various locations, including Southern California. According to the report, among the facilities that the new brand will offer are 250-square-foot rooms with multi-functional public spaces, free high-speed Internet and complimentary breakfast.
The average nightly price for the lower-priced boutique hotel will reportedly be $90, which is said to be relatively cheaper than the average price hotels in the U.S. during the first six months of the year, which was $137.
Best Western's senior vice president for brand development said that GLo is primarily targeted for millennials, but he expects that the new brand will attract all kinds of travelers as well.
Travel Daily Asia said that GLo will literally be highly visible with LED lighting that will be incorporated on the side of the structures and also on the reception desks. The said design is also appropriate for the brand's name. According to the report, Best Western's new hotel brand "will appeal to savvy travellers who expect the best in value, design and comfort."
"We looked at the segmentation of boutique hotels and realised Glo would fill a void because of the lack of a boutique product in the broad midscale segment," said David Kong, president & CEO of Best Western Hotels & Resorts. "Developers are expressing interest in a boutique brand for secondary markets with a high density population. With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for Glo to change the development landscape in the midscale segment."
