What must a Best Western property comply with before representing itself to the public as a 'Best Western Plus' or 'Best Western Premier' property?

According to the 2025 Best Western Franchise Disclosure Document, a Best Western property must comply with the applicable Brand Standards before it can represent itself to the public as a "Best Western Plus" or "Best Western Premier" property. This means that in order to market the property under one of these descriptors, franchisees must ensure their property meets the specific brand standards set by Best Western for that particular descriptor level.

These Brand Standards, along with Design Guidelines, are key components of Best Western's Descriptor Program, which aims to communicate the types of hotel products and amenities guests can expect at different Best Western properties. The Design Guidelines for each descriptor are established as referenced in Exhibits A-1, A-2 and A-3, while the Brand Standards are established as referenced in Exhibit B.

Compliance with these standards is essential for maintaining brand consistency and meeting guest expectations. Franchisees should carefully review the relevant exhibits to understand the specific requirements for the "Best Western Plus" or "Best Western Premier" descriptor they wish to use. Failure to comply with these standards could result in the property not being allowed to represent itself under the desired descriptor, impacting its marketing and potentially its ability to attract guests seeking a particular level of service and amenities.