Prepare for travel industry buzzwords!
Best Western is repositioning itself as Best Western Hotels and Resorts, and launching a new master brand logo. This rebranding is meant to communicate Best Western’s diversity of product, and creates the perfect opportunity to introduce GLō, a boutique lifestyle hotel conceived for secondary markets and the underserved broad, midscale, suburban segment. What does this mean for you? Construction of the first GLō properties will begin next year, with smart TVs, Zen relaxation zones and gaming pods among the possible amenities. They have millennials in their sights, but they hope that Gen X and Boomers also will be drawn to the slick surfaces, mood lighting, and luxurious-yet-self-serve aesthetic.