US hotel chain Best Western is scouting for
a new management partner to expand its presence in India, according to three
people familiar with the matter, as the company gears up for growth in the
country's hospitality sector.
Eight years after signing on a franchise partner
in India, which it calls an "important" market, Best Western has
fallen behind targets due to what industry experts say are quality
considerations and the absence of a strong sales and distribution network.
"Best Western needs more focus on the top
management to be able to grow the brand in India. The international partners
need to give more commitment and attention that this territory deserves,"
said one of the people, who earlier worked with the company.
Best Western had inked an agreement with
existing master franchise partner Cabana Hotel Management Services in June
2007. At that time, Cabana had planned to invest over $1.2 billion to add more
than 100 Best Western hotels and 10,000 rooms in India by 2017 — targets that
are likely to be missed.
While Cabana acknowledged that growth
hasn't taken place as planned, it denied that a change of partner was being
contemplated. Best Western International, headquartered in Phoenix, Arizona,
was noncommittal.
"We consider India an important market and
we will continue our steadfast efforts to meet the hospitality needs of
customers in this significant market," David Kong, president and CEO of
Best Western International, said.
A Cabana (Best Western India) official said
the company is currently discussing the terms of an extension of its agreement
with Best Western International.
"In terms of the global Best Western
development pipeline, India stands at number 4 amongst all Best Western
Affiliates internationally," Gaurav Sarin, associate vice president of
Best Western India,said.
While Best Western India's website mentions 25
operational properties with about 1,250 rooms in the country, he said the
company runs 29 hotels.
Sarin attributed the slow signing of deals to
the overall slowdown and financing issues facing the hospitality industry since
2010-11. "Signup numbers might be proceeding at a slower clip in the past
two to three years compared to earlier. However, it is still much higher
compared to other chains."