SureStay by Best Western

SureStay by Best Western entered the hospitality market in August 2016 through SureStay, Inc., an Arizona corporation created for Best Western’s first economy segment offering. The brand draws on the infrastructure, reputation, and rewards program of Best Western International, Inc., an Arizona corporation founded in 1946 by US American hotelier Merrill K. Guertin and 66 other hoteliers. Best Western moved its headquarters from Long Beach, California, to Phoenix in 1966. The SureStay Hotel Group operates through names including SureStay Hotel by Best Western, SureStay Plus Hotel by Best Western, and SureStay Collection by Best Western. By November 2017, it had more than 33 properties worldwide and a pipeline of 44 additional hotels across 20 states and three countries, including Thailand and Sweden. SureStay by Best Western currently has 61 franchised units and no company owned locations. It is part of BWH Hotel Group, which also includes WorldHotels™ and Best Western® Hotels & Resorts. The global hotels market was valued at USD 2,080.57 billion in 2025.

The global hotels market was valued at USD 2,080.57 billion in 2025 and is projected to reach USD 3,931.42 billion by 2034, reflecting a Compound Annual Growth Rate of 7.54%. A separate report placed the market at USD 1,376.40 billion in 2023 and projected approximately USD 2,993.90 billion by 2032, with a CAGR of roughly 9.14% from 2024 through 2032. Europe held a 36.04% share in 2025. Online booking platforms such as Airbnb, MMT, and Booking.com expand hotel visibility and often use discounts and special offers to attract value focused travelers. Business and leisure tourism support investment in accommodations and updated facilities. Travelers are showing greater interest in customized packages and hotels that offer value, especially in economy and budget segments. Leisure represented 65.74% of the market in 2025, while the professional segment is projected to grow at a CAGR of 9.03% during the forecast period. Marriott International, Inc., Wyndham Hotel Group, LLC., and Hilton Worldwide Holdings Inc. compete in the sector with tools such as AI, data analytics, and machine learning. SureStay uses a conversion friendly model and BWH Hotel Group’s infrastructure to reduce some entry barriers.

A SureStay by Best Western location requires an initial investment of $5.36 million to $8.27 million. This amount reflects property acquisition or lease, construction or renovation, furnishings, fixtures, equipment, and working capital. Brand specific franchise fees, royalty rates, and advertising fees are not disclosed in the available franchise data. The broader SureStay Hotel Group provides related reference points. A SureStay Hotel by Best Western franchise has a stated franchise fee of $35,000, while other sources report one time upfront fees from $43,745 to $56,765. Its total investment is $4,675,000 to $7,300,000, with a midpoint of $5,987,500, and its minimum cash requirement is $4,675,000. The source also indicates a need for $2 million to $3 million in liquid capital and substantial real estate experience. SureStay Collection by Best Western has a $4,000 franchise fee, total investment of $901,750 to $2,951,015, a midpoint of $1,926,383, and a minimum cash requirement of $901,750. Its investment is approximately 85% more accessible than the typical hotel resort sub sector average of $6.2 million to $7.7 million. Group franchisees typically contribute 1% to 3% of sales to national advertising funds and pay loyalty program fees on qualifying revenue. Total hotel franchise fees often range from 8% to 12% of gross revenue. Owners also need Furniture, Fixtures, and Equipment reserves commonly set at 4% to 5% of revenue, along with periodic brand required renovations. BWH Hotel Group provides the broader hospitality platform and financial frameworks.

Franchisees receive training and continuing assistance in hotel operations, marketing, and revenue optimization. Daily operations center on rooms, WiFi, complimentary breakfast, and friendly service. Some employee feedback describes a lean staffing model in which employees may cover all positions during a shift. The SureStay Hotel Group includes four sub brands: SureStay, SureStay Plus, SureStay Studio, and SureStay Collection. SureStay StudioSM launched in 2019 as a premium economy extended stay format. Support includes Best Western’s reservation system, Best Western Rewards® with nearly 50 million global members, marketing resources, technology, websites, global partnerships, sales teams, and a revenue management system. The conversion friendly model can reduce development costs because properties are not subject to Property Improvement Plans, and franchisees may use preferred vendors. Properties must maintain a TripAdvisor score of at least 3.5. Those below that level may be re evaluated for continued affiliation, and properties are subject to unannounced inspections and minimum Guest Satisfaction Survey scores. SureStay Hotel by Best Western has a presence in multiple states, with development concentrated in the Eastern United States, including Pennsylvania, Virginia, West Virginia, North Carolina, and New Jersey. The strategy targets underserved markets in mid sized cities and along major interstate corridors.

Direct revenue comparisons for SureStay Hotel by Best Western and SureStay Collection by Best Western are unavailable. The global hotels market is projected to grow from USD 2,197.80 billion in 2026 to USD 3,931.42 billion by 2034, at a CAGR of 7.54%. SureStay’s economy to midscale focus corresponds with demand for value based lodging and the leisure segment’s 65.74% share in 2025. Guest feedback is described as consistently positive, with Google and TripAdvisor ratings close to 4.0. The group grew from its 2016 launch to 33 worldwide properties by November 2017, more than 400 properties worldwide by December 1, 2022, and 250 hotels open in North America. SureStay Hotel by Best Western has 238 open franchises in the US, while SureStay Collection by Best Western reached 325 units over eight years.

The SureStay Hotel Group reached 33 properties worldwide by November 2017, with 44 more hotels in its pipeline, and exceeded 400 properties worldwide by December 1, 2022, including 250 open hotels in North America. SureStay by Best Western has 238 open franchises in the US, and SureStay Collection by Best Western has grown to 325 units over eight years. BWH Hotels welcomed nearly 100 new hotels during the first half of 2025 in Latin America, the Middle East, and Asia Pacific, with a goal of reaching 70 properties in the Middle East by 2027. In 2019, Best Western acquired WorldHotels®, forming BWH Hotel Group and adding upper upscale and luxury offerings to its portfolio. That year, it also launched SureStay StudioSM. Larry Cuculic, formerly General Counsel, became President and CEO of BWH Hotel Group in 2021. SureStay benefits from Best Western’s reservation system, Best Western Rewards® with nearly 50 million members, and operational support. BWH Hotels is also developing @HOME by Best Western℠, an upper midscale extended stay brand with more than 30 hotels in development, and has introduced glamping resorts.

The core SureStay by Best Western opportunity is intended for investors with substantial financial capacity and, preferably, real estate experience, given the $5.36 million to $8.27 million initial investment. SureStay Collection by Best Western requires minimum cash of $901,750 and offers a lower entry point for qualified investors. Hotel management experience can help, although BWH Hotel Group provides training and continuing support in operations, marketing, and revenue optimization. No explicit multi unit requirement is stated. The investment scale and BWH Hotel Group’s growth across 19 distinctive brands may support multi unit development for experienced, well capitalized operators. SureStay Hotel by Best Western is focused in the Eastern United States, especially Pennsylvania, Virginia, West Virginia, North Carolina, and New Jersey. Suitable markets should have stable business travel, growing healthcare sectors, and limited upper midscale hotel competition. Additional opportunities are identified in the Midwest and Southwest, especially in underserved mid sized cities and along major interstate corridors. BWH Hotels’ addition of nearly 100 hotels during the first half of 2025 across Latin America, the Middle East, and Asia Pacific also indicates geographic opportunities.