Best Western signs master franchise deal for South Asia

Best Western Hotels & Resorts has inked a master franchise agreement with Delhi-based Sorrel Hospitality.
Led by a team of seasoned hospitality industry veterans with extensive experience building and managing hotel portfolios, Sorrel will be responsible for Best Western’s future positioning, growth and development across India, Bangladesh & Sri Lanka.
“We see tremendous potential right now in India and we are delighted to have aligned with a company like Sorrel Hospitality, which has an outstanding track record of success, as we work to expand our footprint in India,” said Ron Pohl, senior vice president, brand management, Best Western Hotels & Resorts.
“We are confident that Sorrel is the right partner to help us move closer to our very ambitious international expansion goals, and we look forward to working with their team.”
Sorrel has put together a team of experts to guide Best Western’s efforts in India, including Gurmeet Singh Uberai, promoter director, Atul Jain, chief operating officer and Tajinder Singh, vice president of sales and marketing.
Together, the team will “execute a multi-pronged, multi-year development initiative”.
Sorrel has already begun an analysis of the Best Western portfolio in India, which currently includes 22 properties.
The company will work to identify and retain only those that are most stable and profitable, ensuring the system embodies Best Western’s core values and brand standards. The Sorrel team will focus on enhancing Best Western’s image in India, driving quality and steady, consistent growth for developers and investors.