Brad LeBlanc, SVP and chief development officer of Best Western Hotels & Resorts, discusses the company’s renewed growth strategy for its portfolio, including the company’s core brands, its SureStay brands and WorldHotels.
PHOENIX—Brad LeBlanc, SVP and chief development officer for Best Western Hotels & Resorts since April 2019, is excited about the company’s growth strategy since it has expanded its brand footprint.
“Best Western is a family of three today,” he said during a video interview at The Lodging Conference. “It’s WorldHotels on the luxury side; it’s the Best Western core brands, which includes these new boutique (brands); and it’s the SureStay family, which is the economy side of it. And we’re excited about all three.”
He spoke a lot about the company’s boutique brands, which include Glo, Vib, Aiden and Sadie. Glo and Vib have been around for a few years, and Aiden and Sadie launched a year ago. Part of their appeal in the Best Western family of brands, LeBlanc said, is that they offer a chance for current owners to launch something new.
Glo “affords our members (the ability) to step up into a new lifestyle brand,” he said.
Other brand highlights he mentioned were Best Western Premier’s top ranking in the upscale segment in the 2019 J.D. Power North America Hotel Guest Satisfaction Index Study, and the growth of SureStay.
At Best Western’s global conference a few weeks after The Lodging Conference, the company launched SureStay Studio*, an extended-stay offering for the economy-segment.
Watch the video for more from LeBlanc on the company’s brand development strategies:
Having a well-rounded portfolio of brand options is appealing, particularly as the hotel industry faces a new phase of the cycle, LeBlanc said.
“Everybody can have a great time at the top of a cycle; the real winners win at the bottom of the cycle, figuring out how to come out of it,” he said. “Each of our different brands affords a different opportunity for someone to say, ‘I’m affiliating with a distribution system; I’m affiliating with a family I trust; I’m affiliating with brands America recognizes. So it’s a good time to be Best Western.”
* Correction, 14 October 2019: A previous version of this story incorrectly identified the name of SureStay Studio.