Krish Hospitality to Debut Best Western's GLo Brand in Summer 2018 in Ashveille, North Carolina

PHOENIX, AZ. October 19, 2017 - Best Western Hotels & Resorts’ suburban boutique hotel brand – GLô – will soon make its debut in Asheville, North Carolina. Construction of GLô Asheville is officially underway, and upon completion, the hotel will be the first of its kind to open in North Carolina and will be a reflection of Best Western’s reimagined brand identity – providing a stylish, convenient space designed for the way people travel today.

“When we reimagined Best Western’s 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 our company,” said Ron Pohl, Chief Operations Officer and Senior Vice President for Best Western Hotels & Resorts. “GLô is a major piece of our brand-refresh initiative, and we are excited to see this product land in Asheville.”

Breaking the suburban cookie-cutter hotel mold, GLô offers a hip, contemporary product to all travelers in secondary, suburban and highway locations. The brand focuses on a modern, iconic arrival experience; streamlined, contemporary guestrooms; unique center-loaded bathrooms; stylish, cost-effective materials; revolutionary architecture and design; space-saving furnishings and the strategic use of unique LED lighting. Designed with Millennials’ expectations in mind, the addition of digital keys, a digital concierge, and communal workspace positions GLô to hold a powerful new place in the growing midscale market.

“I am honored and thrilled to bring the first GLô hotel to Asheville, North Carolina,” said HP Patel, President of Krish Hospitality and owner of GLô Asheville. “GLô represents a new era of Best Western hotels, and I’m confident that this property will be a tremendous lodging option for travelers visiting the beautiful city of Asheville, and a great asset to our community as a whole.”

Located at 509 Tunnel Road, GLô Asheville will boast 72 well-appointed rooms, a state-of-the-art fitness center, a luxurious indoor pool, a dynamic breakfast area, and a spectacular lobby with modern finishes accented with bold pops of color.

The hotel’s location will also be optimal for travelers looking to explore the area, as it’s nearby to popular attractions including the Biltmore Estate – America’s largest home, built by George Vanderbilt – where travelers can enjoy the estate’s historic winery, biking, carriage rides, horseback riding, river floats and more. Additionally, GLô Asheville is within a short distance to downtown, where there is no shortage of independent shops, farm-fresh eateries, breweries and tap-houses, historic sites and vibrant entertainment to explore.

The property is projected to open in Summer 2018.

For more information, please visit BestWestern.com or BestWesternDevelopers.com.

About Best Western® Hotels & Resorts

Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,100* hotels in more than 100* countries and territories worldwide. Best Western offers 10 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vîb®, GLô®, Executive Residency by Best Western®, and BW Premier Collection®; as well as its recently launched franchise offerings: SureStay®, SureStay Plus® and SureStay Signature Collection®. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including 64 percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2017, Business Travel News® ranking Best Western Plus and Best Western in the top three upper-mid-price and mid-price hotel brands for three years in a row, and Best Western receiving seven consecutive Dynatrace® Best of the Web awards for its leading hotel website. Best Western has also won eight consecutive AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA’s 56 million members in the U.S. and Canada. Over 30 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. Best Western’s partnerships with AAA/CAA and Harley-Davidson® provide travelers with exciting ways to interact with the brand. Through its partnership with Google® Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.
Each Best Western® branded hotel is independently owned and operated.* Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.

Contact:
Courtney McCurry
602.957.5639

Related News

Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.