Let’s cue the laughter. Okay okay, that’s enough. For all those that reside within the confines of the United States of America or have visited enough times, you can safely say that the Best Western brand has a…below average reputation.
Fair or not, reputations are hard to break free from. And until I started exploring more about BWH Hotels, I was more than willing to blindly adhere to this reputation. However, with 19 brands, ranging from the value and extended stay category of SureStay and @Home by Best Western to the aspirational stays of WorldHotels, BWH Hotels rises well above the assumed namesake mid-scale offering of Best Western.
All independently owned and operated, BWH Hotels truly have an offering for anyone and in my opinion, this really shines with their wealth of soft brand properties, or hotels with independent names under the umbrella of the global brand. According to a 2023 Forbes article, Best Western has the second largest offering of soft brand properties.
In Europe, travelers can greatly benefit from the uniqueness of boutique hotels under the Best Western global brand.
PROVE IT
While I have personal experience using a Best Western credit card and using points to visit a European Best Western property, for the sake of this exercise, I’ll establish the parameters. Using a Conde Nast Traveler article of the “Best Places to Go in Europe” in 2024, I did a search for Best Western properties in the corresponding areas. For pricing, I utilized a one-night stay for two adults from May 1-2, 2024. I’ll lay out my findings below.
Biarritz, France
The Hotel Jules Verne is a 4-star, centrally located hotel in Biarritz with beautifully updated rooms, a swimming pool, breakfast, and several other services. A classic room with a queen bed would cost 24,000 points or 135 Euro. Reviewers average a 4.4 on Google and 4.5 on TripAdvisor. With a prime location in a French resort town, this is hard to beat.
Copenhagen, Denmark
At the 81-room boutique Huxley Copenhagen, a business queen bed room will run you 40,000 points or 1995 DKK ($292.35). The freshly updated rooms are unique and promise to provide something for everyone, pulling in an average Google review of 4.1 and 4.5 on TripAdvisor. The Huxley provides easy access to dining, shopping, and entertainment.
Northern Italy
A WorldHotels Crafted property, the Hotel Mulino di Firenze is a 4-star unique accommodation set in a renovated 15th century mill. Located only 6km from the center of Florence, this hotel provided nice access to the city, as well as other attractions throughout Tuscany. Hotel Mulino di Firenze boasts a 4.6 on Google and 4.5 on TripAdvisor with a queen bed running you 40,000 points or 264 Euro.
BELIEVE ME NOW?
I dare you to take a few minutes to look for yourself at other popular destinations in Europe – Paris, Rome, London, and so on. Odds are there will be something available, and often by the look of it, you’ll no longer be questioning the legitimacy of the power of Best Westerns in Europe.
As I was in the early stages of preparing for our 10-day road trip through Western Europe, I stumbled upon some of the offerings on our proposed route. I was intrigued enough to apply for a Best Western credit card to take advantage of a huge signup bonus and Platinum status. We ended up very pleased with our two-night stay at a boutique spa retreat in Germany.
IS THIS THE END OF THE STORY
This is not the end of the story for Best Western. The credit cards, rewards program, and hotels are for the most part left out of most bloggers sites. If they don’t make you money, why write about them? I totally get that.
Nonetheless, Best Western is worthy of my time. I personally found value in the program, and I think many others could find a place for a Best Western property during their next trip to Europe.
I look forward to discussing more about my experience with Best Western and the loyalty program in the near future. Until then, keep them in mind as an under-the-radar option in Europe.
