BW Premier Collection brand launching on Thailand with BluPhere Pattaya

BW Premier Collection

Best Western Hotels & Resorts will be introducing its high-end BW Premier Collection brand to Asia.

The hospitality giant has inked an agreement with Thai real estate company, Habitat Group, for BluPhere Pattaya – a new-build, beach front project spanning eight floors in Na Jomtien.

In an ideal location, the property stands just 100m from the beach. It is in close proximity to downtown Pattaya and is over an hour’s drive from Bangkok.

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As well as 195 apartment-style units, the hotel will offer superior facilities, a unique personality and complementary WiFi.

BluPhere Pattaya will retain its existing branding and will be managed by Best Western as part of the BW Premier Collection, its upscale ‘soft brand’.

Managing director of international operations – Asia, Best Western Hotels & Resorts, Olivier Berrivin remarked on the news: “Thailand’s tourism industry is in an extremely healthy position. Simply looking at the numbers, Thailand welcomed a record 32.6 million international visitors and generated $71.8 billion in revenues in 2016, which exceeded the initial government targets set at the start of the year.

“But looking beyond the figures, Thailand is creating a strong and sustainable base on which to build its tourism industry in future. The country’s stated ambition of focusing on quality tourists will raise visitor spending, extend average length-of-stay, and build a more prosperous tourism economy for all stakeholders, allowing the Kingdom to continue reaping the benefits of tourism in future.”

Berrivin added: “In line with this strategy, BW Premier Collection is a great fit for Thailand. Designed for guests who crave individuality, character and local charm, this upscale concept is expanding into some of the world’s most sought-after destinations. We are delighted to bring BW Premier Collection to Asia with BluPhere Pattaya, and to continue our close relationship with the Habitat Group.”

BW Premier Collection, which was launched in 2014, is a selection of independent upscale hotels in key destinations around the world, including San Francisco, New York, New Orleans, Vancouver, Paris, Rome, Stockholm, Edinburgh and Liverpool.