Highly regarded hotel executive Georgina Williams has joined Best Western Australasiaas Brand Development Manager with responsibility for growing the group's profile and presence in Australia and New Zealand.
"My main role is to bring new members into the Best Western family, working closely with Steve Richards, the Head of Commercial at BWA," says Georgina.
"We're particularly interested in speaking with owner-operator hotels whose business would benefit from Best Western's branding, distribution, and customer loyalty."
Georgina has held senior roles at several leading hospitality companies including SilverNeedle Hospitality, Stamford Hotels & Resorts and Swissotel.
She brings a very strong marketing and communications background to the job, relishing her new role and the challenges it brings.
"Best Western has a unique culture. It's authentic and our properties are the product of their local environment – there is no cookie cutter approach at Best Western," Georgina says.
She added that talks are under way with local hoteliers about Best Western's latest brand, SureStay, a white label option for the budget market, and that the response has been positive.
"Best Western has exceptional recognition with travellers around the world with a highly successful Quality Assurance Program and Net Promoter customer experience score here in Australia," says Georgina.
"It is an honour to join this dynamic company and support the future growth of Best Western's exceptional portfolio of properties."