Best Western's International Board Approves Inaugural Global Business Plan

The International Board of Best Western International met recently in San Diego, Calif. and adopted the association's first-ever global business plan. The plan centers around key initiatives in quality assurance, e-commerce and loyalty marketing to uniquely capitalize on the brand's dominance as the world's largest hotel chain.

"This is a milestone accomplishment for Best Western. The heart of our global business plan is our vision-to be the preferred mid-scale hotel chain. This plan establishes shared goals among Best Western North America and its affiliates in 82 countries around the world," said Jim Evans, chairman of the International Board and president and CEO of Best Western International. "Our global organization has taken some very important steps together recently like establishing our BestRequests(tm) global product standards."

"Traditionally, however, there was limited collaboration in our business planning process. We worked as 27 independent companies, each working individual business plans. As the world has grown smaller, it is more and more important to think and act like one global brand and leverage our position in the marketplace," Evans added.

"In the 2002 plan, Best Western's North American board and its affiliate presidents and chief executive officers worldwide have committed time, staff talent and financial resources to move forward on several key initiatives to strengthen the business and enhance member value," Evans said.

As an example, the company's Global Quality Assurance initiative will have all 4,000 hotels using the same inspection system throughout the world effective January 1, 2002. "The quality of the Best Western system next year will be the highest in our history," Evans noted.

Another plan initiative supports global integration of Best Western's guest frequency program, Gold Crown Club International. In addition to stipulating that every Best Western hotel participate in the program, the 2002 global business plan outlines database enhancements, consistency in awards structure, free night awards, and improvements in guest service/fulfillment and communications.

"We are excited about the true potential of our Gold Crown Club and are committed to providing our most loyal guests with the added value of an outstanding frequency program as they travel throughout Best Western's 4,000 hotels worldwide," Evans said.

The company also will launch its global portal in April 2002. This member exclusive Web site will provide news and information, education and training, operations and marketing tips and member support, a company directory, feedback, e-mail and a wealth of other services.

Best Western International is the world's largest hotel chain. As of its third fiscal quarter ending August 31, the company had 4,065 hotels in 82 countries and territories. It is a membership association of independently owned and operated hotels that provides marketing, reservations and operational support to its members.