Best Western Australasia has welcomed the introduction of two new hotel brand concepts, lifestyle brand ‘Vib’ (pronounced ‘vibe’) and the BW Premier Collection soft brand.

The two major hotel development offerings are both designed to meet growing demand for new hotel offerings in urban and primary markets in Best Western International’s North American affiliate.

Both Vib and the BW Premier Collection will be global offerings, targeted at urban and destination markets around the world. Best Western has nearly 400 properties in the brand’s global development pipeline.

Best Western Australasia’s Chief Executive, Rob Anderson, said the prototypes give Best Western more opportunities to work with hotel developers to target the millennial market and travellers in general.

“It’s an exciting time as Best Western continues to evolve to meet the needs of today’s guests. Both of these new brand prototypes are initially being launched in North America with the potential to grow globally,” Anderson said.

According to Best Western, Vib “is a stylish and technology-centric hotel concept created to meet the needs of today’s connected traveller”.

“Vib, which is short for ‘vibrant’, is a high-density concept designed to be cost-effective to build and operate, making it an attractive option for owners and developers,” according to the company.


The boutique Vib concept features vibrant and modern design with a focus on convenience, technology and social engagement. Vib hotels will have large, interactive lobbies that incorporate the local flavour of their individual markets, as well as comfortable and chic guest rooms. Guests will find ample USB and power ports for electronics, a media wall with custom content in the lobby, smart TVs in the rooms to stream on-demand content, and LED mood lighting throughout the hotel.

Also announced was Best Western’s first soft brand offering, the BW Premier Collection. The BW Premier Collection will be comprised of carefully selected upscale properties which maintain a star rating and TripAdvisor score of 4 or higher.

Guests will be able to earn and redeem Best Western Rewards points at all Vib and BW Premier Collection hotels worldwide.

James Wilkinson

Editor-In-Chief, Hotel Management