Best Western Tone of Voice — Stay & Connected

Tagline: "Stay Connected"

Industry: Hotels

Sector: Travel & Hospitality

How Best Western Communicates

Best Western pitches dependable, familiar hotels wherever you go. "Stay Connected" ties its wide network to comfort, consistency, and keeping people together on the road — reliable, welcoming, plain. The voice is everyday-reliable and warm, selling the reassurance of a known, comfortable stay in any town.

Tone Words

Best Western's brand voice is defined by the following tone words: Stay, Connected, Together.

Communication Style

Language Style: Everyday-reliable
Sentence Type: Command
Tense: Command
Expression: Imaginative

Best Western Brand Story

Best Western is a member-owned hotel group with 4,700+ properties.

Brand Message

Member-owned hotel brand

Brand Mission

To be the best partner in hospitality

Brand Positioning

Core Concept: Connected stay

Central Tension: Disconnected vs. Connected

About Best Western

Best Western International, Inc. owns the Best Western Hotels & Resorts brand, which it licenses to over 4,500 hotels worldwide. The franchise, with its corporate headquarters in Phoenix, Arizona, includes more than 2,000 hotels in North America. The brand was founded by M. K. Guertin in 1946. As of December 2021, Larry Cuculic is the president and CEO of Best Western. As of 2018, it was a nonprofit owned by its franchisee members. In 1964 Canadian hotel owners joined the system. Best Western then expanded to Mexico, Australia, and New Zealand in 1976. In 2002 Best Western International launched Best Western Premier in Europe and Asia. (The other hotels in the chain were known as Best Western.) In 2011, the chain's branding system-wide changed to a three-tiered system: Best Western, Best Western Plus, and Best Western Premier.

Frequently Asked Questions About Best Western

What is Best Western's tone of voice?

Best Western uses a stay, connected, together tone of voice. Their communication is everyday-reliable, typically using command-style sentences in the command tense. Their tagline "Stay Connected" exemplifies this voice.

What is Best Western's brand message?

Best Western's core message: Member-owned hotel brand Their mission: To be the best partner in hospitality

What is Best Western's slogan?

Best Western's slogan is "Stay Connected". It carries their stay, connected, together voice.

What is Best Western's mission?

Best Western's mission: To be the best partner in hospitality

What makes Best Western's brand voice unique?

Best Western stands out through their stay, connected, together communication style. Their central brand tension, "Disconnected vs. Connected", shapes how they communicate across the Travel & Hospitality sector.

What language style does Best Western use?

Best Western uses everyday-reliable language, with imaginative messaging, in command-style sentences, using the command tense.