When it comes to the hospitality industry, Best Western is one of the biggest names out there. There are Best Western hotels all over the world, and they cater to a wide range of travelers. So, who is their target market? Is there such a thing as an ideal Best Western customer?
The Best Western target market primarily includes both business and leisure travelers. In both cases, they are attracted to the brand, the familiarity, and the amenities that Best Western hotels offer them.
In this article, we will study the Best Western target market and understand why they choose to stay at a Best Western hotel when they have plenty of alternatives available to them.
Who is the Best Western Target Market?
To best understand the Best Western Hotels target market we need to understand why someone would choose to stay at a Best Western rather than other similar hotels like Holiday Inn, Hampton Inn, or even a Hilton Garden Inn.
And while Best Western hotels are not extremely expensive in most cases, is price a key reason why people choose a Best Western over a luxury hotel or over a business hotel like a Hilton, Marriott, or Four Seasons?
Similarly, why do people on vacation choose a Best Western when there are many other compelling alternatives like cute bed-and-breakfasts or boutique hotels? And finally, why spend money on a hotel like Best Western when there are decent budget hotels available or even Airbnb alternatives?
These questions are important because they help us understand the Best Western target market and especially understand how they make decisions when selecting hotels. Answering these questions also helps us divide the Best Western target market into the following customer segments:
- People who prefer the Best Western Brand
- People who like the familiarity of the Best Western Brand
- Business Travelers on a model budget
- People on vacation who prefer a reasonably-priced hotel
- Backpackers and students
- People who are looking for a hotel that provides value for money
- Travelers for whom a Best Western is the most convenient option
Let’s look closely at each of these segments of the Best Western target market.
#1. People who prefer the Best Western Brand
People who strongly prefer the Best Western brand clearly are a Best Western target market.
These are people who have had a good experience with Best Western in the past or maybe they’ve heard good things about Best Western from friends and family.
They know what to expect when they stay at a Best Western and they’re comfortable with the brand. For these people, Best Western is their first choice when it comes to hotels.
What this means for Best Western is that they need to make sure that they’re living up to the expectations of these customers. They need to provide a consistently good experience so that these customers keep coming back.
#2. People who like the familiarity of the Best Western Brand
Sometimes when traveling, people just want to know what they’re getting into. They don’t want any surprises and they prefer to stick with brands that they’re familiar with.
For these people, Best Western is a safe choice. They know that they can expect a certain minimum level of quality and service when they stay at a Best Western hotel. This makes them a safe Best Western target market.
For instance, when someone’s traveling to a new destination for work, they might not have time to explore different hotel options. In this case, they would likely just book a room at the Best Western closest to their meeting or conference.
#3. Business Travelers on a model budget
Many businesses have a preferred hotel that their employees must book when they travel for work. For smaller businesses or businesses on a tight budget, Best Western is often the preferred hotel.
This is because Best Western offers a good value for the price. Business travelers are often able to get a room at a Best Western for a reasonable price. And while the rooms might not be as luxurious as a Hilton or Hyatt, they’re usually clean and comfortable.
So, for businesses that are looking to save money, Best Western is an attractive option. This makes business travelers on a tight budget a key Best Western target market.
#4. People on vacation who prefer a reasonably-priced hotel
Sometimes when people travel on vacation, they like to splurge and stay at a luxurious hotel. But other times, they just want a clean and comfortable place to stay without spending a lot of money.
For people who fall into the latter category, Best Western is often a good choice. They can usually find a Best Western hotel in most destinations and they know that they’ll be able to get a room at a reasonable price.
An advantage of staying at a hotel rather than a bed-and-breakfast or an Airbnb is that people can usually get a room with more amenities like a pool or a fitness center. So, for people who are looking for a good value, Best Western is an attractive option.
#5. Backpackers and students
Backpackers and students traveling on a tight budget often stay at hostels. But sometimes, they want a little more comfort and privacy than a hostel can offer.
In these cases, they might choose to stay at a Best Western hotel. Best Western hotels are often a good choice for backpackers and students because they offer a reasonable price for a private room.
What’s more, Best Western hotels are often located in central areas, so it’s easy for backpackers and students to get around and explore the city. This makes them a key Best Western target market.
#6. People who are looking for a hotel that provides value for money
Many people choose to stay at a Best Western hotel because they feel like they get a good value for their money.
Best Western hotels often offer a good balance between price and quality. They’re usually not as expensive as luxury hotels, but they offer more amenities and better service than budget hotels. Also, many Best Western rooms can accommodate families or small groups, so people can often get a good deal by booking a room at a Best Western.
For people who are looking for a hotel that provides value for money, Best Western is often a good choice. This makes them an important segment of the Best Western target market.
#7. Travelers for whom a Best Western is the most convenient option
The final segment of the Best Western target market that we will review chooses Best Western simply because it is the most convenient option.
This might be because they are traveling to a location where there is no other hotel that they like. Or, it might be because there is a Best Western hotel located close to their final destination.
For instance, if a Best Western is attached right to a major tourist attraction, then it might be the best option for people who are looking for a convenient place to stay.
This market segment may not be loyal to Best Western, but they still choose the hotel chain because it is the most convenient option. They may just as well choose another hotel next time they travel if it is more conveniently located.
Conclusion
The Best Western target market includes a range of people who travel for business or leisure but who like the experience of staying at a hotel with a good reputation and a known brand. These people either prefer a Best Western hotel or appreciate the familiarity of the Best Western Brand.
Business Travelers on a model budget also select Best Western for its affordable rates. Best Western offers amenities that these travelers need like a hot breakfast, free wifi, and a fitness center or pool.
For the same reasons people on vacation who prefer a reasonably-priced hotel also often select Best Western. Families or small groups often find that the hotel’s accommodations best suit their needs as well.
Backpackers and students also find that Best Western’s locations are often centrally located and easy to get around the city. The price for a private room is also appealing to this group.
People who are looking for a hotel that provides value for money also find Best Western to be a good choice. The hotels offer a good balance of price and quality as well as more amenities than a budget hotel.
The final segment of the Best Western target market chooses the hotel chain because it is the most convenient option. This might be because they are traveling to a location where there is no other hotel that they like or because a Best Western hotel is located close to their final destination.
