Best Western has always been a bit of a me-too brand.
The company’s recent attempt to fix its problematic name and confused economy brand image follows the well-trodden path of Marriott, Hilton and Holiday Inn with a ‘basic, plus, premium’ segmentation strategy.
But then there’s BW Premier Collection, Best Western Plus Executive Residency and – just for the millennials – two new concepts named ViB (Vibe) and Glo (Glow) — how are they supposed to fit in to our consciousness?
It’s still confusing, it has to be said, and oddly reminiscent of Oldsmobile’s panicky attempt to overcome its failing brand by pretending it didn’t exist and pouring money instead into models with names such as the Alero, Bravada and Firenza. But all credit to CEO David Kong — for the first time in the 69-year history of Best Western the company has really tried to address the problem of the Best Western brand.
The name, as you might well imagine, has its origins in the American West, which is loosely defined as the territory west of the Mississippi River.
The company was founded after the Second World War when a network of independent hotel operators in California began making referrals of each other to travelers. The informal network eventually grew and in 1946 it was decided to formalize the arrangement. With a singular lack of imagination they named the new company ‘The Best Western Motels’.
Why ‘Best’? Most likely it had something to do with a chance meeting that took place 16 years earlier in a small town to the north of California in Washington State. Two hotel competitors found themselves having breakfast at the same diner in Yakima. They struck up a conversation and decided to band together and form an alliance, which they named ‘Western Hotels’.
The folks down in California were surely aware of Western Hotels when they were thinking about a name for their company. Given where they were operating, ‘western’ must have seemed a natural. Not to be outdone by Western Hotels they found what they assumed to be an easy way round that problem by going up the superlative scale –not just Western, but Best Western.
In 1964, Best Western bumped into the geographic limitations of its name when it decided to expand east of the Mississippi. Extending the same ‘territory as brand” logic the properties were named — you guessed it — ‘Best Eastern’. It didn’t last long. By 1967 the Best Eastern name was dropped and all motels from coast-to-coast got the Best Western name and logo, a move that would substantiate its claim to be the “World’s Largest Hotel Chain” by the 1970s.
Western Hotels, meanwhile, had taken a different route to growth with service innovations such as the first guest credit card, a state-of-the-art reservation system and the first hotel to offer 24-hour room service.
With expansion into Canada in 1954 the company changed its name to Western International. And then, in what was a truly inspired rebranding exercise, Western International morphed its name into ‘Westin’ in celebration of its 50th anniversary. Westin Hotels & Spas is now a brand cornerstone of the Starwood Group. The addition of the Westin bird logo by Landor in San Francisco gave the brand a luxury caché that was much admired in the hotel industry.
Unlike Westin, Best Western never got to grips with the evolution of its brand as the business grew. It wasn’t until quite recently it actually came to understand that Best Western is a brand – albeit, a brand with baggage – and not just a name. I am reliably informed that, at one time not too long ago, a branding agency seriously suggested to Best Western that it build a brand around ‘Best’ and drop the western part. No takers at Best Western.
A hint of what might be ahead for the Best Western brand is the introduction of a BW monogram in the new, modernized Best Western logo. A good move although still too tentative. David Kong should have seized the opportunity and gone the whole hog with BW as the main hotel brand and corporate name and ring-fenced Best Western as its economy brand.
And what of ViB and Glo? One thing I do know about millenials – they don’t like being sold to, especially by their grandfather.