BWH Hotel Group Managing Director, Graham Perry.
Best Western Australasia’s new Managing Director, Graham Perry.

Following its management takeover of the Motel Federation of Australia, Best Western International has appointed Graham Perry as its new Managing Director for Australasia.

An experienced professional in the travel and tourism realm, Perry joins Best Western from his most recent post as CEO of Inland NSW – a body which promotes tourism to the state’s outer regional and rural centres.

In the first few weeks of his new role, Perry has sought to streamline communications and operations directly with the 110 properties across Australia and New Zealand – a number he is aiming to carefully grow.

Moving forward, his immediate objectives include boosting the level of services offered to franchisees and developers including improving revenue management as well as continuing to grow the company’s loyalty program, Best Western Rewards.

Citing the company’s “excellent foundation” with long-standing hotel members and staff, Perry said Best Western Australasia was an organisation with a long and proud history.

“I want to add to that and to give a sense of vision, leveraging the strength of the Best Western brand and its people to expand the business,” he said.

In early June, Best Western International revealed it had taken over day-to-day management of the brand in Australia and New Zealand.

“This will enable us to better compete in a rapidly evolving and increasingly complex marketplace,” Best Western International said.

It said it would operate a Property Direct Relationship (PDR) with member properties in Australia and New Zealand, all of which are independently owned and operated.

Experience in other markets demonstrates that moving to a PDR structure results in better communications and enhanced service levels for guests.

“In those territories where Best Western operates PDR offices, hotels have given high marks in their annual surveys in the areas of sales support, marketing support, revenue management, revenue delivery and communication,” Best Western International said.

“Best Western International is committed to ensuring that all member hotels in Australia and New Zealand have the same experience.

“The goal is to have a more cost-efficient and effective organisation which unifies and leverages the existing staff in Australasia with the Best Western global team to drive superior revenue and service for Best Western branded hotels.”

Best Western International says it is focused on ensuring a smooth transition so that revenue delivery and support for member properties is enhanced and not compromised.

“Our focus will always on the success of our hotels.”