2019 Global Quality Assurance Manual Section 1500 –Qualifying to Brand and Activate - Procedures

Qualifying to Brand
and Activate - Procedures
Guiding Principles
Reference 1500.01

With the consumer’s perspective and the protection of Best Western’s reputation in
mind, we will utilize the following guiding principles in certifying and activating
properties as Best Western:
a. A property cannot be approved by BWI to be Qualified to Brand as a Best
Western until it has met the Brand Standards and achieved a satisfactory
level of renovation, cleanliness and maintenance.
b. A property cannot represent itself as Best Western in any way until it has
been Qualified to Brand as a Best Western property by BWI.
c. After Qualifying to Brand, there may be additional requirements before the
property is activated as a Best Western property on all Best Western
distribution channels.

Reference 1500.02

There are generally three distinct ways that a hotel may be added to one of the Best
Western brands. These include:
i. Joining the brand as a conversion hotel – existing hotel that is open and
operating.
ii. Joining the brand as a new construction hotel – hotel being built or non-
operating hotel
iii. Changing from one Best Western brand to another.

Reference 1500.03
Definition of terms used in this section:

Prequalification: Evaluating a prospective applicant property for their

suitability as Best Western. (All brands in the Best Western Hotels &
Resorts family).

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Approval: The process to approve an applicant (All brands in the Best

Western Hotels & Resorts family).

Preparation and Induction: Educating and preparing a property to meet

standards and ensure their success as a Best Western property.

Qualified to Promote (New Construction only): This confirms that a

property has met the requirements to begin promoting the new construction
Best Western prior to the anticipated opening date, based on the following
criteria.
The BWO is required to:
a. Submit an executed sub-license agreement to BWI if applicable
b. Submit any required application forms and agreements to BWI if
applicable.
i. After preliminary review and approval by the BWO’s Certified
Designer, Vīb, GLō, and Executive Residency by Best Western
hotels are required to be submitted to BWI Design for final
approval BEFORE this hotel could be promoted as being a part
of that brand.
ii. Approval from BWI Design is not required for Best Western
Premier, BW Premier Collection and BW Signature Collection
is the BWO has a Certified Designer and is permitted to
approve the applicant for the BWO.
c. Confirm that all required fees have been paid to BWI or BWO as
applicable
BWI then reviews these documents, and if approved, will permit the
property to be in “Qualified to Promote” status.
“Qualified to Promote” status means that the property is permitted to only:
a. Issue press releases and other promotional type announcements
b. Advertising (i.e. brochures, websites, flyers, etc.)
c. Print business cards, letterhead and stationary
d. Commence signing tour operator or other long term group
accommodations contracts for after the anticipated opening date. This
may occur at any time prior to the anticipated opening date.
Any advertising and printed materials MUST be approved by the BWO
and/or BWI prior to production to ensure compliant branding.

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Any advertising, press releases or other promotional type announcements

MUST include the anticipated opening date.
The property cannot have any branding installed until it has achieved
Qualified to Brand status, or accept reservations until it has achieved
“Qualified to Activate” status.

Qualified to Brand: This confirms that a property has met the requirements
to begin branding and may represent itself as a Best Western property. A
property may be Qualified to Brand by BWI if it has met certain
requirements and agrees to meet the remaining requirements.

Qualified to Activate: A property may be Qualified to Activate by BWI

when it has met all requirements for activation. Once activated a property is
authorized to receive and accept reservations. A property may be activated if
it has met certain requirements and agrees to meet the remaining
requirements.
The date of activation may be immediate or may be for a date in the future.

Activation Date: The date the property begins to accept reservations.

Actual Opening: Is the date a New Construction property first begins to
accept overnight guests of any kind or type, for whatever reason. The initial
activation assessment must occur within 30 days of this date.

Prequalification, Approval and Preparation-Induction

Reference 1501.01
The success of a property new to Best Western strongly depends on the property’s
suitability and on how well the property is prepared for the successful induction
into the organization. To ensure successful retention of new members, the
following steps are highly recommended to be completed by the BWO. The
International Quality Assurance Department has forms available for the BWO to
utilize in this process, however the BWO may use their own documents.

Reference 1501.02
Prequalification
Prequalification evaluates the properties suitability to be a Best Western.

1. Property Analysis
a. Location, visibility, accessibility, traffic flow
b. Experience of management

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c. Exterior and interior appearance (defines renovation needs)

d. Cleanliness and maintenance
e. Amenities and facilities
f. Willingness and ability to meet standards; planned renovations and
improvements
g. Reputation and positioning

2. Perform an educational visit to inform property of all requirements; perform

an educational (non-official) assessment for conversion applicants, to inform
the applicant of deficiencies and corrections necessary to meet standards.

3. Competition Analysis
a. Nearby competition
b. Property market share and fair share
c. Source(s) of business, nearby businesses, attractions

4. Photos for review in the approval process (for BWO to review and file).

Reference 1501.03
Approval
The Approval process is initiated by the BWO for all properties using the
prequalification information; however, final approval and confirmation is required
by BWI for Vīb, GLō, Sadie, Aiden and Executive Residency by Best Western
properties. If a BWO does not have a BWI Certified Designer, final approval and
confirmation is also required by BWI for Best Western Premier and BW Premier
Collection and BW Signature Collection applicants.
Reference 1501.04
Preparation and Induction
Preparation-Induction is a process where all issues are identified and a plan to
provide and correct in order to Qualify to Brand is provided to the property by the
BWO.
1. Provide the property with all requirements to be met and the required
timelines. This should be provided in a standardized written form including
the Global QA Manual, Brand Identity Manual and other brand
requirements.
2. Perform educational visit to inform property of all outstanding requirements;
perform an educational (non-official) assessment for conversion applicants,
to inform the applicant of deficiencies and corrections necessary to meet
standards.
3. Conduct an Aesthetics Review of the property to identify any outstanding
aesthetic requirements to be completed prior to activation.

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4. Review all information and develop an induction plan for the property.
5. Property number is assigned by the BWO and property information is
provided to BWI to allow for building the property’s reservation database
with property information and rate information.

Qualifying to Brand and Activate - Conversions to

Best Western (currently open and operating hotels)
Reference 1502.01
Qualifying to Brand and Activate – Conversion Properties

Conversion properties are Qualified to Brand and Activate at the same time
after the following requirements have been met:
1. Property has been approved by the BWO as an applicant.
a. After preliminary review and approval by the BWO’s Certified
Designer, Vīb, GLō, Sadie, Aiden and Executive Residency by Best
Western hotels are required to be submitted to BWI Design for final
approval BEFORE this hotel could be promoted as being a part of that
brand.
b. Approval from BWI Design is not required for Best Western Premier,
BW Premier Collection and BW Signature Collection is the BWO has
a Certified Designer and is permitted to approve the applicant for the
BWO.
2. Property enters into an agreement with the BWO, which includes a
commitment to meet all standards required as noted in Reference
1501.04, and includes at minimum:
a. The BWO informing the property about Quality Assurance, Brand
Standards, Brand Identity, passing score requirements and
Design/Aesthetics requirements.
b. The BWO confirms that the property understands these
requirements and agrees to meet these requirements within the
required deadlines.
c. The BWO also confirms property will not display any Best
Western branding or represent itself as a Best Western until the
property is Qualified to Brand.

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3. BWO endorses the property as a prospective member and forwards all

required information to BWI (i.e. EDS build form, GDS switch letter,
etc.)
4. BWI reviews all reports, property’s commitment and BWO’s
endorsement.

5. BWO schedules the first Quality Assurance Assessment based on property

progress on Brand Standards, Quality Assurance and Design/Aesthetic
Requirements.
6. Property receives its first full assessment (all reports are to be completed).
For this assessment the Assessor must assess 10 clean and vacant rooms.
The Assessor must also scan all other remaining “ready to rent” rooms (a
quick 15 to 30 seconds view) to ensure that all completed rooms are
equipped as required and ready to rent. If any significant standards are not
met, the issue(s) must be corrected before the hotel is activated. The
property must achieve a passing score on all of the following Assessment
Reports:
a. Guest Rooms/Public Areas Report: passing score 900 for all brands
b. Supplemental Facilities Reports: passing score 900 for all brands
c. Staff and Service Evaluation Report : passing score 800 for all
brands
d. Brand Standards Report (note that the “Directory of Services” will
be assessed for content only; branding of the Directory of Services
will be assessed on the next assessment). The passing score is 800
for all.
i. Upon written request for a waiver/extension from the BWO
(and with approval of Best Western International, Inc.), a
property may be designated as Qualified to Activate before it
has achieved a passing score on Brand Standards provided that
the property is otherwise well suited and prepared to represent
Best Western.
1. If approved, a waiver/extension will be granted by BWI.
The property will be given an additional 3 months (from
the date of the initial assessment) to achieve a passing
partial assessment Brand Standards score.

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2. If the property does not achieve a passing Brand

Standards score within the 3 months, the property will be
immediately terminated.
e. Brand Identity Report: Assessor will report all branding that does
not comply as marginal for educational purposes. This report will
therefore score 1000 with all non-compliant issues recorded as
marginal with dates for completion.
Minimum Passing Scores: Conversion properties, (If any one report
fails, the assessment has failed)
Report All Best Western brands
GRPA and Supplemental Facilities 900
Brand Standards 800
Staff and Service Evaluation Report 800
Global Brand Identity 1000
(No Best Western branded items are permitted
– all other items noted as marginal)

7. BWO confirms that all aesthetic requirements as outlined on the property’s

Aesthetics Review report have been implemented.
8. If the property achieves passing scores on all Reports (listed in item #6) and
the aesthetic requirements have been met, the property is Qualified to Brand
and Activate; the BWO requests activation. BWI reviews the assessment
reports and confirms that the property is Qualified to Brand and Activate.
BWI activates the property in all systems, and the property is placed in
Conditions Pending status.
9. If a passing score is not achieved on all reports, the property is NOT
Qualified to Brand or Activate. A prospective conversion property may not
represent themselves in any way as being a Best Western. The use of the
Best Western Brand is prohibited until a passing score has been obtained on
a full assessment as defined in #6 above AND the property has achieved
Qualified to Brand status.
10.Property begins branding in preparation for meeting all branding
requirements within the next 3 months.

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11.The assessment used to Qualify to Brand or Qualify to Activate a property

can be no more than 3 months old.

11. Within 1 month of the activation assessment date, the property must have
the following required items in use at the property (a Partial assessment is
not required):
Items required within one month:
a. Business Cards
b. Guest Directory
c. Service Promise Plaque
d. Property Letterhead and Envelopes
e. Three (3) Logo items in Each Room
f. Three (3) Logo Items in Public Areas
12. All signage and materials/collateral from competing chains or brands must
be removed or concealed from guest view prior to the display of any Best
Western branding.

13. Within 3 months of the assessment that was used to Qualify to Brand and
Activate a property, the property must receive a Brand Identity Partial
assessment. All Brand Identity requirements must be met at this time.
All Best Western branding present must be compliant and all references
to the property name must be correctly branded or the appropriate points
must be deducted.
The status of the property, however, does not change as a result of this
partial, the property remain in a Conditions Pending status.
All properties must also have in place no later than the 3 months Brand
Identity Partial assessment:
a. Illuminated Primary Sign
14.At the 6 month full assessment:
a. If the property achieves passing scores of 900 in GRPA/SF (all
brands); 800 for all other reports, the property is in Good Standing
(prior to this, the property has been in “Conditions Pending”
status).
b. The property is expected to fully comply with all branding
requirements at the 6 month assessment. All requirements,
including all references to the property name, must be fully

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compliant or be recorded as deficient in the six month BI

assessment.
c. If the property fails any report, the property is in Final Cure Period,
and must be re-assessed (full assessment) within 3 months of the
failing assessment; the property must pass all reports on this next
assessment to avoid termination.
15.Within 3 months of becoming Qualified to Brand, all websites must be
compliant. The website compliance will be reviewed by the BWO and is not
included in assessment reports.

Qualifying to Brand and Activate – New Construction

Reference 1503.01

Qualifying to Brand and Activate– New Construction Properties

1. Property enters into an agreement with the BWO, which includes a
commitment to meet all standards within the timelines required, and includes
at a minimum the BWO informing the property about Quality Assurance,
Brand Standards, and Brand Identity and passing score requirements. BWO
confirms that property understands these requirements and agrees to meet
these requirements within the required deadlines. BWO also confirms
property will not display any Best Western branding or represent itself as a
Best Western, other than outlined in Qualified to Promote, until the property
is Qualified to Brand.
2. The BWO may request Best Western International to approve the property to
be Qualified to Promote at any time, after it has met the required criteria as
per Reference 1500.03. The property may then commence activities as
detailed in the Qualified to Promote definition in Reference 1500.03.
3. For a new construction property, once construction has officially
commenced, the property may install a brand compliant billboard or banner
at the construction site only, announcing the property is “coming soon”, or
words to that effect.
4. The BWO gathers information required and BWI begins to build property’s
reservation database with property information and rate information at the
latest 2 months prior to the scheduled opening date; the opening date must
be confirmed by BWO to BWI at this time.
5. At 12 months prior to scheduled opening date, the BWO may request Best
Western International to approve the property to be Qualified to Brand.

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6. At 6 months prior to scheduled opening date, the BWO may request Best
Western International to approve the property to be Qualified to Activate,
and to begin to accepting reservations for arriving guests on or after the
scheduled opening date.
a. Once activated on all reservations systems, the anticipated opening date
must be noted in the “property alert” section of bestwestern.com

7. The phone must now be answered Best Western, and all branding
undertaken must be compliant.
8. The BWO will check 1 month before scheduled opening to ensure the
property is not at risk of missing the scheduled opening date. If reservations
are booked and the property is not able to accommodate guests who have
valid reservations, within 7 days of the guests’ arrival date, the property
must:
a. Reserve and pay for the first night’s stay at a BWO approved comparable
alternative hotel for the affected guest(s).
b. Pay for the difference in room rate starting on day 2 for the duration of
the original reservation or until property can accommodate the guests at
their property.
c. Provide transportation to the alternative property and a telephone call at
no cost to the displaced guest.
9. When construction for at least 50% of the guest rooms and all public areas is
completed, the property may open for business to accept overnight guests.
Any unfinished areas must be concealed from guests view.
a. All aesthetic requirements must also be in place before the hotel may
open for business.
b. If all of the guest rooms and facilities are not ready at the time of the
activation Assessment, the remaining guest rooms and facilities must
be completed within 3 months after the activation Assessment.

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10.The BWO schedules the first Quality Assurance Assessment (must be within
1 month of actual opening, which means the first night the property accepts
overnight guests of any kind).
i. For this assessment the Assessor must assess 10 clean and
vacant rooms. The Assessor must also scan all other
remaining “ready to rent” rooms (a quick 15 to 30 seconds
view) to ensure that all completed rooms are equipped as
required and ready to rent. If any significant standards are not
met, the issue must be corrected immediately or the hotel will
be restricted in all reservations systems until the issue(s) are
corrected.
11.At the activation Assessment, if the hotel achieves the passing scores
outlined in the table below, the property is placed in a “Conditions Pending
status and must be scheduled for a full Assessment within 6 months.
a. If the hotel fails to achieve the passing scores outlined in the table
below on any report or if the Assessment does not take place, the
property is placed in a “Final Cure Period” status and must be
scheduled for a full QA Assessment within 3 months from the failed
assessment.
i. The property remains in a Final Cure Period (FCP) status until
it has successfully passed a full assessment and achieves the
passing scores on all reports.
Minimum Passing Scores: New Construction properties, (If any one
report fails, the assessment has failed)
Report All Best Western Brands
GRPA and Supplemental Facilities 900
Brand Standards 800
Staff and Service Evaluation Report 800
Global Brand Identity 800

12.At the activation Assessment, all items which the property chooses to brand,
displays the property name, and/or are required to be branded must be
branded correctly or the point loss must be recorded (Exception: if the
required signage is not yet installed, a marginal call will be recorded. If
signage is installed but is non-compliant, the full points are to be deducted).
a. The following items are all required to be branded and in place at the
time of the activation assessment:

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i. Business Cards
ii. Guest Directory (unless the unbranded option is being used)
iii. Service Promise Plaque
iv. Property Letterhead and Envelopes
v. Three (3) Logo items in Each Room
vi. Three (3) Logo Items in Public Areas
vii. Illuminated Primary Sign
Note: if the property does not have all required signage installed at the initial
Assessment, a Brand Identity partial assessment will be completed when the
compliant signage has been installed, but not later than 3 months from the
actual opening date.
The maximum time that is allowed for a new construction property to achieve
passing scores on all reports (including all branding) is up to 3 months from the
actual opening date, before it is moved into FCP status.
13.Within 6months of the activation Assessment, the hotel must be scheduled
for a full QA Assessment and achieve same passing scores as the activation
Assessment. See table above.
a. If the hotel achieves the passing scores outlined in the table above, the
property is placed in a “Good Standing” status and must be scheduled
for a full Assessment within 11 months.
b. If the hotel fails to achieve the passing scores outlined in the table
above on any report, the property is placed in a “Final Cure Period”
status and must be scheduled for a full QA Assessment within 3
months from the failed Assessment.
i. If the property fails the 3 month full assessment, the property is
terminated.
14. Within 1 month of opening all websites must be compliant. Note that
website compliance is to be reviewed by BWO and is not included in
assessment reports.
15. If the property is required to complete a partial assessment for Brand
Identity (which must occur within 3 months of the actual opening date), and
the property:
a. Achieves passing scores, Good Standing status is granted and the
next full assessment is scheduled within the normal timelines for a
property in a good standing status.

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b. If a passing score was achieved on all other reports at the initial

assessment but is not achieved on Brand Identity at the 3 month
partial assessment, the property will be placed in Final Cure Period
status. The property will now require a full assessment within 3
months and must achieve the required passing (outlined in the table
above) to avoid termination.

Qualifying to Brand and Activate – Changing Brands

Reference 1504.01

1. A Best Western branded hotel may change from one brand to another at any
time provided that the property is in a good standing status for the new
brand. The following administrative procedures must be followed:
a. The BWO must notify BWI in writing of the intent of the property to
change its brand.
b. BWO must ensure that the hotel is compliant with the
Design/Aesthetics Requirements for the new brand before the change
could be made.
i. Hotels changing to BW Premier must submit a BW Premier
application, have a Design Evaluation conducted by a BWI
certified designer and be approved by the BWI Design before
the brand could be changed.
c. If the hotel had a full QA Assessment within the last three months
and achieve the passing scores for the new brand, (see table below), a
full QA is not required before the hotel is activated into the new
brand.
d. If the hotel had a full QA Assessment that was more than 3 months
ago, a new full QA Assessment is required is required and the hotel
must achieve the passing scores for the new brand, (see table below),
before the hotel is activated into the new brand.

Report All Best Western Brands

GRPA, Supplement Facilities 800
Brand Standards 800
Brand Identity 800
Staff & Service Evaluation 800

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e. If the hotel is changing from one brand to another a partial assessment

for Brand Standards must be completed to confirm that the hotel is
compliant with the Brand Standards for the new brand.
f. Within 2 months of the notification date to BWI the following steps
must be completed :
i. Remove all branding that is unique to the hotel’s former brand
and replace it branding for the new brand. The following item,
however must always be branded with the brand specific
branding:
1. All exterior signage
2. Service Promise plaque
3. Stationery (Letterhead and envelope)
4. Business Cards
5. Telephone answered with the name of the brand
g. If re-branding is not completed within 2 months from the date of the
notification, the property is restricted.
h. If re-branding is not completed within 3 months from the date of the
notification, the property is terminated.
i. The re-branding of the property must be confirmed to BWI by a
Partial Assessment within 2 months + 10 days from the date of the
avoid restriction, and 3 months + 10 days to avoid termination.
j. Once the property has successfully completed the rebranding, the
property is placed into Good Standing status. The next full QA
Assessment will be scheduled within either 6 or 11 months from the
date of the last full QA Assessment depending on whether the hotel is
in a Good Standing 2 or a Good Standing 1 status for its new brand.
Note: BWO should ensure that its hotels that are changing brands are able to
complete the rebranding within 2 months before notifying BWI that a hotel is
changing its brand. This will help to ensure that the hotel is not restricted or
terminated for not completing the rebranding in a timely manner.

Inclusion in Publications
Reference 1505.01

Requirements for Inclusion in Best Western Publications

To qualify for inclusion in any Best Western Publication a property must meet the
following requirements:

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1. The property must have already met all requirements to be Qualified to

Brand or Activate.
2. If the property has not met all requirements to be Qualified to Brand or
Activate, the property must sign an Agreement to comply with all
requirements. The agreement must be completed and signed no less than 2
months prior to the publication’s cutoff date.
3. BWO senior management must endorse the property’s agreement and agree
with their ability to comply with all requirements. Agreement and
endorsement must be received by BWI no later than 45 days prior to the
publication’s cutoff date. BWO will advise BWI each year on publication
cutoff dates and publication dates.
4. A conversion property will comply with all requirements by the deadlines
contained in the Agreement.
5. A conversion property’s listing will include anticipated date of opening as a
Best Western.
6. A new property will comply with all requirements within 6 months of the
effective date (as listed on the publication) of the publication or by the
deadlines contained in the Agreement whichever is sooner.
7. Properties not yet open will include the anticipated opening date.
Note: The Agreement to Comply with All Requirements will contain such issues as
QA scoring levels, design evaluation fulfillment, and branding requirements as
well as the required timelines. These issues and timelines will parallel those in the
Global Quality Assurance Manual. Other requirements may be imposed by BWI at
its sole discretion.

Reference 1505.02

If the property does not meet all requirements by the established deadlines the
following actions will be taken:
1. The property may be charged a non-compliance fee at the option of the
BWO.
2. If the property has not met all requirements within 3 months of the deadline,
the property is subject to restriction and termination at BWI’s sole
discretion.

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