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Best Western Targeting Younger, Hipper Clientele

We had to wonder, after spotting a Best Western in the bohemian section of Seville, and writing about this stylish Best Western off the coast of Ipanema, is the budget-friendly hotel chain aiming to attract a hipper market? We checked in with the franchiser to find out and, as it turns out, we were kinda right.

Though the company says it is difficult to describe a typical client, given that both business and leisure travelers are "looking for value," our source noted that the chain is increasingly serving guests in their 20s and 30s, a likely result of the past year's online marketing campaign focused on Gen X and Gen Y travelers.

Quick looks at openings both recent (Tokyo) and forward-looking (Thailand, Philippines) also show a migration toward the younger and typically more adventurous traveler. Here in the U.S., Best Western is targeting expansion in markets like New York, San Francisco and San Antonio.

The younger-eschewing marketing efforts continue this month, as the company rolls out a contest aimed at those of us who rocked big hair and Members Only jackets in the 80s. In celebration of the 20th anniversary of the chain's loyalty program, the Water Cooler Contest awards $50,000 and more than a million program points to one winner, according to our source.

Full details aren't yet available, but we found a sneak peek on YouTube. Watch the video above to find out more.