“North America currently has 17,000 branded hotels and 12,000 other brand segments in the economy and on an intermediate scale. The “white label” approach allows Best Western to exploit this enormous potential without altering its brand image,” says David Kong, President and CEO of Best Western Hotels and Resorts. “Right now, many of these hotels have little or no interest to consumers. Their brands have very little potential to earn higher revenues, and owners pay high franchise fees from brands that do not offer the necessary support, service or value. To become a SureStay franchise, hotels need at least 3.5 or more stars on TripAdvisor for at least a year; Must display a service guarantee plate at reception comply with relevant brand standards, such as television, high-speed Internet access and breakfast; Welcomes the unannounced annual quality assurance assessments; and maintain a digital operating platform to ensure a simple booking. “One of the main reasons is that we want a distinction between the two – we don`t want SureStay franchisees to think they can vote on Best Western issues,” Kong said. Best Western Hotels and Resorts introduced SureStay Hotels, a new “White Label” franchise model for the hotel industry. SureStay will act as a separate subsidiary, while bringing hotel owners into the company`s infrastructure and distribution channels. SureStay Plus of Best Western AC LUXE Angeles City was developed by Tambayan Hospitality Group Inc. and operates under a franchise agreement with Le SureStay Hotel Group and Best Western. PHOENIX – After 70 years of focus on a member organization that promotes annual agreements with hotels in their system, Best Western Hotels and Resorts is preparing to launch a franchising initiative that will include three brands, 15-year agreements, consistent with AAHOA`s fair franchise principles, and a strong link with consumer reviews on TripAdvisor. With three brands, SureStay Hotel (Economy), SureStay Plus Hotel (lower middle class) and SureStay Signature Collection (Midscale Soft Brand) – Best Western wants to offer market options to franchisees disillusioned by the lack of contract differences.