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Best Western was founded about 72 years ago and I found that that time cray that what's called a referral that work meaning hotels prefer business to. Others so as such from the very beginning we've created this company like a big family because people refer us to one another they became friendly they shared best practices. To help one another out and that sense of family continues today it doesn't matter where you go for your meetings it could be France it could be Germany or the United. States that sense of family is still very much intact that's part about the LA members helping our members is one of the founding values the other one is as a referral network we have to be. Sure the quality of our hotels because we're referring business to one another so everyone's quality has to be at a certain level until today that treating guests like family and a commitment to quality continues to be part about the Emmaus we have to understand. That customers are not homogeneous meaning they are not the same there are many different travel occasions some people are traveling on business among Asia some stay one night some state multiple nights someone. An upscale experience some want something that's of value so recognizing different needs and wants we create a different brand to cater to each one of these travel occasions and if you think about Best Western today we're 13 brands we go from the economy segment all the way up to the upscale segment and we also. Have traditional hotels boutique hotels extended stay hotels and some rent. All four of these brands are boutique hotels vibrant glow or plague they were created to be new construction upscale hotels fibers in the upscale and clay is in the upper mid scale and we also created. Sadie and Aaden Sadie is a an upscale brand but it's conversion and so it's Adan it's aimed at conversion competing at the. Company scale segment Digital is very much the future and if you think about it the reservations coming through digital channels increases every single day. To the extent where voice Channel is almost irrelevant today it's a very small part of our business now and for that reason we. No longer have a chief information officer we have achieved a digital officer and the reason is we want to focus on our digital strategy for a long time people have talked about customization I believe in mass customization in downtown industry because it makes. It more affordable and cost-efficient and therefore we're going to use technology to facilitate our interaction every one of us in every single customer touch point from the time they plan on making the reservation to and actually make a reservation to a pre arrival to arrival at the hotel even at the hotel we'll want to communicate with them to. Additional channels in additions with personal contact and then post departure sustainability is. Very important and we pay attention to sustainability and. How we develop and how we manage so in development best Watson has always been known and being very generous without protection zone so we don't take applications are going to be negatively impacting our current best bus and hotels that's responsible growth on the management side we also want to make sure. With our impulse onerous requirements that don't have a return on investment up all the directors in the respective countries are all made up of members themselves hoteliers themselves so before they impose any requirement they're the first we convinced the investment is. Going to be having a nice return we have about 1400 hours in Europe today we have about 4,000 hotels around the world and we look at Europe it's pretty. Saturated for the most part in the major countries but we still have opportunities because of new friends that we've created to penetrate all these areas even more effectively in Europe we're looking for growth about 200 motels every. Year going forward the rest of our world we think it's going to make. Up about 300 so we're looking at adding 500 hotels every year the hospital industry has. Gone through an amazing change over the last five years to think about all the different things that we're doing today it's dramatically different industry. I think we have to be prepared for even more change going forward so I'd like to make sure that our core competencies absolutely and it's the highest level whether it's law reform of digital. Strategy customer relations their management and so and so forth we do all these things really well and that's how we can protect our share. Of business today. And branch out and grab shares. From competitors.

 


Starwood Hotels Resorts Worldwide Company News

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