Best Western Hotels & Resorts on Tuesday announced that it has inked a master franchise agreement with Delhi-based Sorrel Hospitality to position, grow and develop the brand across India, Bangladesh & Sri Lanka.
Sorrel has already begun an analysis of the Best Western portfolio in India, which currently includes 22 properties. The company will work to identify and retain only those that are most stable and profitable and focus on enhancing Best Western’s image in India with an emphasis on improving the guest experience and service culture.
Sorrel will begin aggressively pursuing the development of GLo and Vib brand, roll out a management model, as well as introduce the Best Western Premier Collection soft brand to the market.
Sorrel has put together a team to guide Best Western’s efforts in India, including Gurmeet Singh Uberai, promoter director; Atul Jain, chief operating officer; and Tajinder Singh, vice president sales and marketing.
“We see tremendous potential right now in India,” said Ron Pohl, senior vice president, Brand Management, Best Western Hotels & Resorts. “We are confident that Sorrel is the right partner to help us move closer to our very ambitious international expansion goals.”