Best Western Launches New Brand - GLo

Best Western Hotels & Resorts has launched its seventh brand - GLō.

In a press release to announce the launch of the new brand, Best Western describes GLō as “a broad-midscale new construction brand that offers a hip, boutique-style experience for savvy travelers who expect the best in value, design and comfort”.

The company expects to have five GLō hotels within a year, and around 20 in the Asia Pacific region by 2020.

As a brand which is aimed at secondary markets within a country, Best Western will initially focus on countries such as Thailand, Malaysia, Vietnam, Philippines, Myanmar and Japan.

“We looked at the segmentation of boutique hotels and realized GLō would fill a void because of the lack of a boutique product in the broad midscale segment,” said 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 GLō to change the development landscape in the midscale segment.”

GLō is the latest addition to Best Western Hotels & Resorts growing family of brands which now comprises of Best Western Premier, BW Premier Collection, Best Western Plus, Best Western Plus Executive Residency, Vīb, GLō and Best Western.