A locally owned and operated Mountain Retreat Hotel and Suites is adopting the world's largest hotel chain brand name to its title with hopes recognition will boost business.
Now called Best Western Mountain Retreat Hotel and Suites, co-owner Barbara Clendenning said she believes the credible brand will help fill the hotel's 87 guest rooms.
"It will give us more exposure worldwide because we have more advertising potential," she said. "As you see everywhere on the Internet and the television, you see Best Western ads everywhere and more of the branding so people know what they're getting."
The hotel was built 20 years ago as a Super 8 and has changed significantly since then but without a recognizable logo, Clendenning felt the business didn't have enough exposure.
The changeover has been in the works for a few years, and Clendenning said Mountain Retreat chose Best Western because "they're the best on out there."
"It lends us credibility internationally - we didn't have that before. Before people didn't even know us."
It isn't the first time Best Western has flaunted its colours in Squamish - in 2000 Sea to Sky Hotel partnered with Best Western although the collaboration only lasted a few years.
"The previous owners decided to go a different direction and broke off the partnership," said Sea to Sky Hotel's general manager of four years Mohsen Mohajer.
Clendenning said the history is a bit of a challenge because locals may still associate the Best Western brand name with Sea to Sky hotel, and Mohajer agreed.
"Since I've worked there there's been a bit of confusion about our former partnership," he said. "I had some phone calls from people who still thought we were but that almost never happens now."
Clendenning said Best Western Mountain Retreat and Suites will have to modify that local assumption to get that competitive edge they hope the brand name will provide.
"I think this will help us out competitively," she said.
She said in today's economy, knowing exactly what amenities to expect is the norm.
"Everyone is looking to get the best bang for their buck and with a chain, you know what you're getting, there's a certain standard," she said.
Coastal Hospitality still owns the hotel, but the Best Western brand means Mountain Retreat has to meet specific criteria.
So far, she said the partnership has "been wonderful" and despite Best Western's head office being located in Pheonix, its staff are available 24 hours a day for support and questions.
The glowing reviews are already coming from both sides.
"We are proud to welcome the Best Western Mountain Retreat Hotel and Suites to our chain," said Mark Williams, vice president of North American development for Best Western International.
"This property will give another quality lodging option to business and leisure guests traveling to the outdoor recreation capital of Canada."
