Best Western has revealed plans to introduce its new upscale hotel concept, BW Premier Collection, to Asia.

The hotel group has signed an agreement with Thai real estate company, Habitat Group, for BluPhere Pattaya – a new-build eight-storey project in Na Jomtien, a beachfront site on Thailand’s Eastern Seaboard.

Located close to the beach and a few minutes’ drive from downtown Pattaya, BluPhere Pattaya is a brand new property providing 195 apartment-style units. The property will retain its existing branding and will be managed by Best Western as part of the BW Premier Collection, its upscale “soft brand”.

Like all Best Western hotels, the new property will offer free Wi-Fi to all guests.

“Thailand’s tourism industry is in an extremely healthy position. Simply looking at the numbers, Thailand welcomed a record 32.6 million international visitors and generated THB2.52 trillion (US$71.8 billion) in revenues in 2016, which exceeded the initial government targets set at the start of the year,” said Olivier Berrivin, Best Western’s managing director of international operations for Asia (pictured third from left).

“But looking beyond the figures, Thailand is creating a strong and sustainable base on which to build its tourism industry in future. The country’s stated ambition of focusing on quality tourists will raise visitor spending, extend average length-of-stay, and build a more prosperous tourism economy for all stakeholders, allowing the Kingdom to continue reaping the benefits of tourism in future.

“In line with this strategy, BW Premier Collection is a great fit for Thailand. Designed for guests who crave individuality, character and local charm, this upscale concept is expanding into some of the world’s most sought-after destinations. We are delighted to bring BW Premier Collection to Asia with BluPhere Pattaya, and to continue our close relationship with the Habitat Group,” he added.

This signing marks the second collaboration between Best Western and Habitat Group, following the Best Western Premier BayPhere Pattaya – another upscale development on Thailand’s Eastern Seaboard.

Officially launched in 2014, BW Premier Collection is a selection of independent upscale hotels in locations including San Francisco, New York, New Orleans, Vancouver, Paris, Rome, Stockholm, Edinburgh and Liverpool.