SureStay Hotel Group is an innovative ‘white label’ hotel franchise by more than seven-decade-old Best Western Hotels & Resorts, offering value-seeking guests an outstanding travel experience at low prices. The chain, which started in late 2016, comes with three differentiated brands, namely, SureStay, SureStay Plus Hotel, and SureStay Signature Collection. These properties need to maintain a 3.5 or higher TripAdvisor scores to ensure guests quality service during their stay. They all adhere to the standards of Best Western’s brand, including complimentary breakfast, high-speed internet access, and well-appointed guestrooms.

SureStay Hotels are targeted at the economy and midscale markets within North America and abroad, yet a lot of them resembles major hotel groups’ soft brands or upmarket collections. Its first official property is the Genetti Hotel in Williamsport, PA, which obtains a 4.5 TripAdvisor score. It opened in December 2016. All SureStay brands are intended to operate independently from its parent chain and will have a website of its own. Best Western Hotels & Resorts president and CEO David Kong was quoted in a media report that the move was to avoid associating the quality of the Best Western brands with economy brands and create confusion with the customers.