descriptor strategy best western plus keith pope & russell imrie

DESCRIPTOR STRATEGY BEST WESTERN PLUS

KEITH POPE

&

RUSSELL IMRIE

One brand – three flavours

Descriptor StrategyStrategic direction of Descriptors in Europe:

• A BEST WESTERN hotel offers a welcoming and comfortable stay with a superior level of customer care and a promise of exceptional value for money.

• Additionally, a BEST WESTERN PLUS hotel offers distinguished service and standards at a four star level.

• Additionally, a BEST WESTERN PREMIER hotel offers an Art de Vivre experience, local flavour and culture within a design rich ambience.

Descriptor StrategyGeneral principles to be observed:

• The application of descriptor categories will follow a common procedure amongst Best Western Organisations in Europe.

• A clear distinction to the customer between the three descriptor categories will be achieved and maintained.

• The process in Great Britain will be managed jointly by the Interchange & Consort Hotels’ Board and the Best Western Executive.

Descriptor StrategyPrinciples for categorisation:

– Four star properties:• Achieve BEST WESTERN PLUS minimum standards• Achieve BEST WESTERN PLUS branding standards• Achieve certification as BEST WESTERN PLUS• Remain BEST WESTERN PLUS for three years or hotel

downgrades by choice

– Three star properties:• Achieve BEST WESTERN PLUS minimum standards• Achieve BEST WESTERN PLUS branding standards• Achieve aesthetic and structural element requirements• Achieve certification as BEST WESTERN PLUS• Remain BEST WESTERN PLUS for three years

Quality and Minimum Standards:

• GRPA and Supplemental Facilities - a minimum score of 850 is required for Best Western hotels converting to BEST WESTERN PLUS.

• BEST WESTERN PLUS Minimum Standards will be assessed annually.

Descriptor Strategy

Minimum Standards for BEST WESTERN PLUSMinimum Standards are required within six Guest Experiences:

1. Arrival Experience

2. Sleep Experience

3. Work & Entertainment Experience

4. Bathroom Experience

5. Food & Beverage Experience

6. Service Experience

All Exeriences have Must Have items and Pick List items• Must Have items incur 240 points loss• Pick List (choice of two items to be provided per Experience,

except Food & Beverage) incur a 33 points loss.

Arrival Experience

• Must Have requirements:– Minimum standard of public seating– Uniformed staff

• Pick List (two of three):– Background music – Fresh flowers or live plants in reception lobby– Complimentary eatable product available

Sleep Experience

• Must Have requirements:– Bedding quality (duvets/bed coverings/

pillows)

• Pick List (two of three):– Larger bed size– Mattress topper/pillow top mattress– Decorative bed element (throws, scarves,

cushions)

Work & Entertainment Experience• Must Have requirements:

– Bedroom chair/seating requirements– China, ceramic and glass tumblers only in bedrooms– Adequate clothes hangers (10)– Guest safe in each guest room– Minimum television size of 26”

• Pick List (two of three):– Coffee/tea making facilities in room– Minimum of two international languages (excl English) on

television – Dedicated desk lighting

Bathroom Experience• Must Have requirements:

– Bath robes (10% of rooms)– Additional complimentary toiletries – Shower minimum standards

• Pick List (two of four):– Quality hairdryer– Magnifying vanity mirror– Bath sheets– Curved shower rod

Food & Beverage Experience• Must Have requirements:

– Fully licensed bar or lounge– Hot and cold breakfast minimum standards available

on site – Speciality coffee and tea available at breakfast– Minimum standards for restaurant on site or within

250m– Room service continental breakfast available– Evening food items available for six hours from 17.00

hours

Service Experience

• Must Have requirements:– Reception desk staffed 24 hours

• Pick List (two of three):– Complimentary newspapers available– Dry cleaning/laundry service five days per week– Weather forecast in the public area

Aesthetics and Structural Elements

To encourage positive and prevent negative elements of design:

– To assist Best Western offices classify a three star hotel or an unrated hotel.

– Designed to evaluate all properties fairly and consistently.

– Will allow different styles of hotel.

– Ensures that all hotel elements work together at an acceptable aesthetic standard.

Aesthetics and Structural Elements

All hotel areas are included in the survey:

Outside• general, arrival, environment and grounds/

gardens, parking, exterior lighting, signage, canopy and building.

Inside• lobby, foor & beverage outlets, signage, exercise

room, pool, corridors, rest rooms public, elevator, guest rooms and bathrooms.

Branding – BEST WESTERN PLUS

Branding – BEST WESTERN PLUS

Contacts

Jared Hodgson Michele Varley

• Consumer PR launch

• Trade PR launch

BEST WESTERN PLUS Marketing

One brand – three flavours