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Best Western International announced today that the Hotel Mäster Johan in Malmö, Sweden is the first independent hotel to join the BW Premier CollectionSM, Best Western’s new soft brand. Launched in October, the BW Premier Collection continues Best Western’s rich history of providing guests with unique and local hotel experiences around the world.

The Hotel Mäster Johan is a first-class hotel in the heart of Malmö, a city in the southern part of Sweden. The 68-room boutique hotel has been carefully renovated to keep its modern, classic Nordic style with light colors, natural materials and beautiful art. The Hotel Mäster Johan is a recipient of the prestigious 2014 TripAdvisor Travelers Choice award.

“We are thrilled to be able to sign an international hotel as the first property in the BW Premier Collection portfolio. The Hotel Mäster Johan is a terrific example of the types of hotels that we expect will join the BW Premier Collection; upscale and luxury properties in primary and destination markets that share our commitment to delivering an exceptional and unique travel experience,” said Best Western International President and CEO David Kong.

“Our pay-for-performance fee structure combined with our powerful distribution channels and industry leading services provide a compelling opportunity for hoteliers to have the support of our global brand, reduce their reliance on online travel agencies and improve profitability while maintaining their independence,” added Kong.

“As a successful boutique hotel it is important for us to maintain our own brand. In an increasingly competitive market, joining the BW Premier Collection allows us to do that while benefiting from the support and services Best Western provides,” said Nina Nilsson Ulvinen, Hotel Mäster Johan owner and CEO.

The BW Premier Collection affords hoteliers with independent, upscale hotels access to Best Western’s $4.1 billion global reservation system, award-winning and fast-growing loyalty program, Best Western Rewards®, a global sales and marketing team and the power of its industry-leading mobile, eCommerce and technology resources, all while retaining their local identity and individuality.

“The Hotel Mäster Johan is one of the most popular hotels in Sweden which makes signing them as the first property in the BW Premier Collection very gratifying. We believe that the BW Premier Collection hotels will not only benefit from their relationship with Best Western, but Best Western Rewards members also win with a greater variety of hotels at which to redeem their points,” said Best Western Sweden CEO Johan Kukacka.

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