In January 2017, Best Western successfuly launched a new boutique hotel concept in Turkey. Baran Turkel has been associated with Best Western Hotels & Resorts for two-and-a-half years, and is responsible for a total of 16 hotels in the MENA region, and a further 15 in Turkey.
The operator has 1,826 hotel rooms in MENA currently, and 1,385 in the Turkish market.
Best Western plans to expand with nine more hotels — with 1,238 more rooms — in the region. These plans include a further expansion for the company in the UAE, according to Turkel.
In the past year, the hotel operator has witnessed a rampant growth in the region with the opening of five hotels: Best Western Plus Pearl Creek, Dubai; Best Western Premier Al Ahsa Grand, Saudi Arabia; Best Western Plus Buraidah, Saudi Arabia; Best Western Plus Fursan, Riyadh, Saudi Arabia; and Best Western Plus Hotel Setif, Algeria.
In Turkey alone, Best Western has got on board three properties, the Best Western Premier Sakarya, Best Western Premier Cappadocia, and Vib Antalya.
Vib is Best Western’s newest brand, which serves as a stylish, “urban boutique” hotel concept. Turkel tells Hotelier Middle East: “Vib is a new, hip, chic, and boutique concept and lifestyle brand; it re-imagines the Best Western hotel experience for today’s traveller, who is seeking innovation, technology integration, and style with an authentic, local flavour.”
Turkel’s vision for the future of the firm is to lead the hospitality industry in superior customer care. “We strive to provide the highest levels of service to Best Western hotels, and to their guests, with integrity and honesty such that brand loyalty continues to thrive.”