by Cheryl-Anne Sturken | October 13, 2014
Phoenix-based Best Western International is launching two new hotel concepts: a boutique brand, Vib (pronounced "vibe") and the BW Premier Collection, which will consist of selected high-quality hotels in top destinations. Best Western announced these developments, which management says is designed to meet growing demand for new hotel offerings in urban and primary markets, during the company's 2014 North American Convention held in Toronto this week. Vib, which is short for “vibrant," will be a chic, technology-centric brand designed for the traveler who likes to be connected throughout his/her stay. Features will include a media wall in the lobby with custom content, and multiple USB and power ports for electronics in guest rooms, as well as TVs that will stream on-demand content. Additional branding points will include a lobby bar, fireplaces, a Zen zone for unwinding, gaming pods with comfortable seating, and 24-hour fitness centers. Both Vib and the BW Premier Collection will be global initiatives.