Best Western says it has high hopes for its new ‘white label’ franchise model, SureStay Hotel Group, in 2017, including the launch of the new concept in Asia.

Since launching the concept in late 2016, Best Western has already approved 30 SureStay hotels in North America and one in Bangkok, and it expects to have a portfolio of 100 properties by the end of 2017.

SureStay is designed for budget and lower-midscale hotels that do not conform to Best Western’s regular brands. The white label concept, according to Best Western, will enable it to expand in the vast economy sector, “without compromising the company’s established position”.

“The introduction of SureStay has not only brought an innovative solution to franchisees in the economy and midscale segments, but with Best Western as its backbone and driving force, SureStay will play an integral role in shaping the future of hospitality.”

As well as North America and Asia, Best Western says there is interest in the SureStay concept in Europe.