Best Western launches new brand
Best Western Hotels & Resorts announces the launch of its seventh brand GLo, described as ?a broad-midscale new construction brand that offers a hip, boutique-style experience for 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,? says David Kong, president and CEO 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.?