Bangkok--17 Aug--124Communications The world’s largest hotel chain Best Western is focusing on investing and expanding in Asia, particularly Thailand, with the aim of managing more than 200 hotels over the next three years. As Thailand’s tourism industry is one of the best in the region, Best Western’s executive board has decided to locate its regional headquarters in this country. Mr. David Kong, President & CEO of Best Western International Ltd, said during his visit to Thailand that he aims to develop business under the Best Western brand over the next three years and hopes to make Best Western one of the best brands in the Asian hotel industry with over 200 hotels under its management. Countries that are targeted for investment include Thailand, China, India, Japan, South Korea, Indonesia and Vietnam. “Best Western has an excellent growth rate in Asia with approximately 100 hotels at present. In 2006, Best Western’s revenue from Asia was around $1 billion which is a growth of about 18%. We are also looking to expand into the Middle East in 2008,” Mr. Kong said. From 2007 to early 2008, the Best Western chain will sign contracts with 17 more hotels in Asia, including 10 in Japan, 4 in Indonesia, and 3 in Thailand with these being Best Western Premier Amaranth Suvarnabhumi Airport, Best Western Premier Andaman Princess Resort & Spa and Best Western Chiang Mai. Best Western’s unique strategy which led to its spectacular expansion is based on the chain’s ability to offer complete hospitality and ensuring total comfort starting from the moment the room is reserved. Other factors include charging reasonable rates and continuously maintaining the chain’s standards aside from successfully increasing revenue and implementing shrewd marketing plans such as its Gold Club International (GCCI) which is for frequent travelers. By providing these excellent benefits Best Western has succeeded in strengthening its relations with many core allies in Asia including Air Asia, Hertz, HSBC, Citibank, KTC and Amex. The Best Western chain is fully confident of the Asian tourism industry’s potential especially markets in Thailand, China, India, Japan, South Korea, Indonesia, and Vietnam based on their readiness especially in terms of economic growth, expansion of infrastructure and their populations’ educational level. Mr. Glenn de Souza, Best Western’s Vice President International Operations Asia, said that Thailand is the most famous tourist destination in Asia especially renowned for its natural attractions which adds variety to its tourism industry. This is why Thailand was selected to be Best Western’s strategic location in developing its brand in Asia. The BWI (Thailand)’s office is responsible for developing regional marketing and corporate and group sales, directing Asian hotel development, overseeing Best Western Asia’s sales and marketing efforts, and supervising the implementation of member support programs and services. In underscoring its determination to expand in Asia and Thailand, Best Western is organizing the Annual Australian Members Meeting during August 17-22, 2007 at Best Western Premier Supalai Resort & Spa, Phuket, the latest opening premier hotel in Thailand. The conference will be attended by over 200 delegates, hotel owners and suppliers. This is certainly another activity which will further burnish the Thai tourism industry’s good image and draw more investment. “Best Western plans to expand its business in Thailand this very year. Some adjustment will be made, Best Western will be investing and operating hotels in Thailand, instead of selling franchise. At present, Best Western’s chain has resort-style properties, many with spas, in Chiang Rai, Phuket, Koh Samui, Krabi, Pattaya, and Takuapa. Best Western also just launched a co-branded KTC-Best Western Titanium MasterCard which will further strengthen the tourism industry while helping develop the Best Western brand in Asia,” Mr. Glenn said. Best Western International Inc. is the world largest hotel chain from the United States with 4,200 independently owed and operated hotels in 80 countries. There are two Best Western hotel standards: 3 stars under Best Western hotel and 4 stars under Best Western Premier. In 2005, Best Western received $200 million in accommodation revenue or B8 billion with 41% of this coming via the internet through its website www.bestwestern.com. Additionally, customers who book their accommodation online receive the lowest rates, therefore, each day over $1 million reservations are received through its website — and this is Best Western’s successful marketing strategy. For more information, please contact: Pornpan Chaviwan 124 Communications Plc. Tel: 0-2662-2266 www.124comm.com Click for photo release at www.thaipr.net