Best Western’s Boutique Hotel Push Faces Onslaught of New Competitors

Best Western's push into the lifestyle hotel sector (pictured: Aiden by Best Western) signals an expansion of boutique-like hotels in the middle market of the industry. Best Western Hotels & Resorts

Skift Take: Best Western’s expansion from economy, roadside hotels to boutique brands in recent years faces stiff competition coming out of the pandemic. The company can be a success if, and only if, more of its long-time operators upgrade to the boutique model.

— Cameron Sperance

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