Who pays for the advertising and promotion of a Surestay Hotel By Best Western?
Surestay_Hotel_By_Best_Western Franchise · 2025 FDDAnswer from 2025 FDD Document
ith our general practice for System Hotels.
- 4.4.3 We will use your Monthly Sales and Marketing Fee to pay for various programs, including: (i) advertising, promotions, publicity, public relations, market research, loyalty programs and other marketing programs for the benefit of System Hotels and our affiliates' licensees and franchisees operating under other hotel brands (collectively, "BWH Operators"); (ii) investing in the internal technology platform and assets of Best Western International, Inc. ("BWI");
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and (iii) administrative costs and overhead related to the administration or direction of these projects and programs and other such services as we may determine from time to time.
- 4.4.4 We will have the sole right to determine how and when we spend these funds, including sole control over the creative concepts, materials and media used in the programs, the placement and allocation of advertising, and the selection of promotional programs.
- 4.4.5 We may enter into, modify or terminate arrangements for development, marketing, operations, administrative, technical and support functions, facilities, programs, services and/or personnel with any other entity, including any of the Entities or a third party.
Source: Item 23 — Receipts (FDD pages 88–286)
What This Means (2025 FDD)
According to Surestay Hotel By Best Western's 2025 Franchise Disclosure Document, both the franchisee and franchisor contribute to advertising and promotion. Surestay Hotel By Best Western uses the Monthly Sales and Marketing Fee, paid by franchisees, to cover advertising, promotions, publicity, public relations, market research, loyalty programs, and other marketing initiatives that benefit System Hotels and other Best Western International (BWI) operators. These fees also support investments in BWI's internal technology platform and cover administrative costs.
However, the FDD also states that franchisees are responsible for advertising and promoting their specific Hotel on a local and regional level. This advertising must be done in a first-class, dignified manner, adhering to Surestay Hotel By Best Western's identity and graphic standards for all System Hotels, and it is done at the franchisee's own cost and expense. The franchisee must submit samples of all advertising and promotional materials to Surestay Hotel By Best Western for approval before they are used, and must discontinue use of any materials that are disapproved, even if previously approved.
In summary, Surestay Hotel By Best Western franchisees contribute to a general marketing fund managed by the franchisor, while also bearing the responsibility and cost for local and regional advertising efforts specific to their hotel. This dual approach is common in franchising, allowing for both brand-level promotion and localized marketing strategies.