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Best Western changes name and logo and launches a new brand!

The best is for the end. As if it were the plot of a movie, the International Convention has saved the best news for the end of the day. After about 25 years carrying the same name and logo, the company introduced changes. From 2016 the company will be named Hotels & Resorts (now called International) and will have a new logo (see image above).

The presentation of the novelties was in charge of the CEO and president of the, David Kong, who began in the hotel industry there are 40 years working as a waiter at the Hilton Hawaii Village, same hotel where he is staying for the convention. According to him, the change comes to meet the new reality of the hotel.

"About 30 years ago we were a network that was becoming international, today we are present in more than 100 countries of the world. We modernize ourselves, we are a consolidated network and this new logo symbolizes this moment, "he said.

According to the senior vice president of Sales and Marketing, Dorothy Dowling, the change process began two years ago. In this period, a series of research with consumers and hotel owners was made to reach the ideal brand. The new logo bears the name of the hotel written in bold and blue. According to Dorothy, the color was the most remembered in research conducted by consumers.

The name change will happen from 2016. Each hotel will be responsible for updating. David Kong asked entrepreneurs to make the changes before the summer of the United States, an election period in the United States.


A took the opportunity to launch a new brand. Called GLo, it is geared towards midscale guests who are looking for boutique hotels. This is the seventh flag of, which already has the categories:, Plus, Premier, Plus Executive Residence, Vib and BW Premier Collection.

According to President David Kong explained, the brand was created to fill the gap that exists in this segment. "We have identified that midscale guests are increasingly looking for better options at a lower cost. This hotel brand offers just that, comfortable, modern and affordable developments, "he explained.

The new brand, still undated to be inaugurated, will be fully standardized. According to the project, the GLo brand will be a four-story hotel with 70 rooms (each room costing about $ 65.000 - in case the owner wants to sell to investors) and the average daily rate should be around $ 90,00 (in the United States ).