Best Western International (BWI) has celebrated another successful year of growth in Asia and the Middle East, with a major event at its brand new hotel in Bali.

　　Best Western International (BWI) has celebrated another successful year of growth in Asia and the Middle East, with a major event at its brand new hotel in Bali.

　　The company’s 9th Asian & Middle Eastern Members Meeting saw senior management, hotel members, owners and other stakeholders join forces at the luxury BEST WESTERN PREMIER Sunset Road Kuta, Bali, from September 16-19, to look back on another 12 months of achievements and pave the way for the future growth of the company. Our reporter chats with David Kong, president & CEO of Best Western International, about the company’s development plans in China…

　　Please can you outline Best Western’s current footprint in China?

　　Best Western started its development in China since the year 2001. Until now, Best Western China has 42 properties and 27 properties in pipeline. Best Western properties in China has spread over 25 famous cities including Beijing, Shanghai, Tianjin, Hangzhou, Qingdao, Xi’an, Wuhan, Shenzhen, Huangshan, Harbin, etc. We also have several properties located in Hong Kong, Macau and Mongolia.

　　Among the 42 active properties, there are nine [luxury] Best Western Premier properties and 33 [midscale] Best Western properties.

　　How much knowledge is there in the Chinese about Best Western, and what are you doing to spread the word?

　　In China, our brand Best Western has been translated to Chinese “贝斯特韦斯特”，and Chinese customer are familiar with both the brand English name and Chinese name. Since the year 2006, Best Western has always been among the top 10 brands in the hospitality industry in China.

　　We use several channels to spread the brand in China, including cooperating with domestic hospitality magazines, using Chinese social media platforms, printed promotional flyers sent to properties, and attending Chinese travel trade shows and events.

　　What is Best Western’s development strategy in China, in terms of key cities, markets, portfolio size etc?

　　With the saturated market for hospitality industry in the first-tier cities in China, the increasingly market opportunity for Best Western will be in the second-tier, and even third-tier cities. Besides, nowadays young people have become the main customers. As most of young people prefer hotels with fashion and modern styles, we see a great opportunity for our [upscale] Best Western Plus brand in China.

　　Has there been much uptake among Chinese customers for the Best Western Rewards (BWR) programme?

　　Yes. We do training on BWR programme for each property, so the staff can introduce our BWR programme facing to customers. Also, we are launching promotion activities dedicated for BWR members, including cooperating with airlines and other retailers. Finally we launch promotions to enrol new members. Due to the above promotion methods for the BWR programme, the programme has seen much uptake among Chinese customers.

　　What developments are we likely to see from Best Western in China in the remainder of 2013?

　　We have eight more properties is expected to be developed in the remainder of 2013.