PHOENIX, Ariz.—Best Western Hotels & Resorts marked the arrival of its new GLō brand today with a historic triple groundbreaking event. The company broke ground on its first three GLō properties during simultaneous festivities in Nashville, Tenn., Goshen, Ind. and Sheboygan Falls, Wis.
Best Western Hotels & Resorts’ President and CEO David Kong, Senior Vice President, Brand Management Ron Pohl, Senior Vice President and CMO Dorothy Dowling, Vice President of Owner Relations Michael Morton, and Managing Director Design Amy Hulbert, deployed across the United States to join ownership group representatives and local dignitaries marking the milestone moment. GLō is the company’s energetic new construction boutique hotel brand designed for savvy travelers who expect the best in value, design, and comfort.
“This is an exciting day for Best Western Hotels & Resorts,” said Kong. “With the demand to build a hotel product that is fresh, chic and contemporary, we see tremendous opportunity for GLō to change the development landscape in the midscale segment. We couldn’t be more thrilled to bring GLō to Nashville, Goshen and Sheboygan Falls and look forward to seeing these properties, and future GLō properties thrive.”
Announced in October 2015, GLō is breaking the suburban cookie-cutter hotel mold offering a boutique product and experience. It will focus on contemporary guestrooms; stylish, cost-effective materials; new architecture and design; space-saving furnishings and the use of unique LED lighting. Ideal for secondary, suburban and highway locations, GLō is positioned to hold a powerful new place in the broad-midscale market.
“When we reimagined our brand identity and set out to broaden our appeal with a contemporary, energetic and relevant look, we knew the future would be an exciting one for Best Western,” said Pohl. “GLō is a major piece of our brand refresh initiative and we believe is an equally refreshing, upbeat boutique hotel alternative for travelers seeking the ultimate combination of style, design, experience, and value.”
Upon completion, each GLō will feature a lobby that flows into an integrated breakfast area that includes concealable displays. Properties will boast high-tech state-of-the-art fitness centers, adaptable smart technology and modern guestrooms featuring nontraditional center-loaded bathrooms, creating added space. Lighting elements will be seen throughout, marrying function and form.
Best Western Hotels & Resorts’ goal is to have more than 50 GLō hotels in the development pipeline over the next three to five years and expand the brand internationally.