Best Western, or the good intentions of responsible hospitality

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The American hotel group Best Western Hotels & Resorts, which brings together more than 300 establishments in France, has just communicated the latest operating figures, followed by its growth estimates and “good intentions” for 2023.

In a press release, the group – made up of 16 brands that cover all market segments, from economy to luxury – said that last year was marked by a real rebound in hotel activity and significant growth. , whose results equal or even exceed those of 2019, especially in the corporate segment.

Objective: 400 establishments in France by 2025

Best Western France also announces its desire to pursue its objectives of development, business, notoriety and its CSR actions in order to market, by 2025, on the French market, 400 hotels, including 100 under its economic brands Sure Hotel by Best. Western and Sure Hotel Collection by Best Western, 15% under its lifestyle brand Aiden by Best Western and 10% under its upscale brands.

A redesign of the website

Doubling the turnover of the site by 2025 is one of the other objectives of the group’s strategic vision. From 2023, a complete overhaul of the site and the booking process will be effective and will make it possible to gain in fluidity, attractiveness and transformation.

An institutional site will also be launched in the second half to highlight the group’s businesses and values. This digital transformation will also be visible on the site, which will see an optimization of its registration and payment tunnel, as well as a highlighting of its subscriptions and B2B offers.

The “green” commitment

With 37% of its network labeled Clef Verte, Best Western France announces that it is ranked first among French independent hotel groups in terms of the number of approved establishments. The group also obtained the Ecovadis gold medal, placing it in the top 5 of the most responsible hotel groups worldwide.

To continue in its momentum, the group intends to extend the Green Key label to 75% of its hotels by 2025. It also nurtures the desire to establish a carbon footprint (scope 3) of its activity in order to draw up an inventory of its impact on the environment and have a precise vision of the actions to be taken to reduce it. The group will instil an energy sobriety approach in its network to study and install new solutions such as the thermal insulation of buildings or even energy self-sufficiency devices.

Catherine Mills Avatar