Best Western is launching a new extended-stay option, Home by BWH, the company this weekend announced during its annual convention in Cleveland. The new brand is the company’s 19th.
Home by BWH focuses on the midscale market, senior VP and chief development officer Brad LeBlanc said during a press conference. It will join the company’s two other extended stay brands, Executive Residency and SureStay Studio.
“Where we were missing an opportunity [in extended stays] is in that midscale segment,” said LeBlanc, who emphasized the importance of launching a sure bet in a recovering market. “What I don’t want to do is pioneer. Anywhere there is a proven extended-stay market, we will go there,” he said.
Midscale extended-stay has had the most resilient market demand during the pandemic, by appealing to essential workers and infrastructure crews—a bright spot in an otherwise dull demand scenario—until the lodging market turned a corner after Presidents’ Day.
LeBlanc said the brand would be “principally new builds,” while CEO Larry Cuculic said conversion options could come in the future. “Never say never,” he said during the presser.
LeBlanc also emphasized the customization options available to developers. Each Home by BWH property is up to the developer’s choice, “whether you have a bar, whether you have a pool … in some markets, those just aren’t necessary,” he said. The first Home by BWH is underway in Canada, and LeBlanc claimed the brand already had “dozens and dozens” of leads.