Do you remember the Oldsmobile ads of the 1980s, when the brand was trying to position itself as being relevant to today’s driver? “Not your father’s Oldsmobile” was the tag line. (Sadly, the mid-1980s Oldsmobile did not compare to my dad’s 1957 Super 88, but that’s another story.) Much like “old school” automobiles, when we think of Best Western hotels, we think of our parents. Nothing against either of them; we love mom and dad, and we have a nostalgic soft spot for Best Western. But however great Best Western may be, since that’s where our parents stayed, that’s just not the hotel for us. We are far too snobby, and refuse to give our parents the satisfaction of knowing that we know they were right. Not. Happening.
Of course, we know a great number of people – of all ages – who love Best Western, and for good reason. With more than 4000 locations around the world, they’re pretty easy to find. In fact, sometimes they’re the only hotel in town! They have a long and consistent history of quality, and they are budget-friendly without being “cheap” – you’ll find decent rooms and amenities at most locations, particularly among the Best Western Plus and Premiere locations. In some destinations, they’re an outright steal! While staying nearby in Miami Beach, we popped in to take a look at the Best Western Atlantic Beach Resort and were wowed by the décor and the rooms. Then we were floored by the price – less than half of what we have paid at similar big name, mid-range hotel chains! It’s easy to see how they’ve managed to build and keep a loyal following.
After 70 years of marketing the Best Western brand as America’s cornerstone mid-range hotel, the company is introducing a new line, called Vib (pronounced “Vibe”). Billed as boutique hotels, the company’s news releases describe Vib as a “stylish and technology-centric hotel concept created to meet the needs of today’s connected traveler,” featuring “vibrant and modern design with a focus on convenience, technology and social engagement.” Which, to us, sounds about the same as the descriptions we’ve heard for brands like Aloft, Moxy, Centric, and a host of others aimed at Millenials.
Artists’ rendering of the upcoming Vib Best Western Miami, expected to begin construction in November.
The first Vib hotels announced will be opening in Miami and Chicago, two hotbeds of hospitality growth in America. Work on the three-story, 74-room Vib Chicago is expected to begin this summer in the Midway International Airport area. The Miami location will break ground in November 2015 in the Arts and Entertainment District (presumably near the hot Wynwood Arts District), and boast 200 rooms in a 10-story building. Best Western has been expanding the core brand over the past few years, and it sounds like they plan to do the same with Vib: Among destinations said to be on the map are New York, Los Angeles, Austin, Atlanta, Dallas, New Orleans, Philadelphia, Phoenix, Toronto, Vancouver, and Montreal.
