Best Western, which operates more than 120 hotels in Asia, aims to promote its hotels and resorts with brand initiatives and sales and marketing activities targeted at the travel trade industry and consumers.

This is the first time that Best Western International will be participating as an Exhibitor at the Arabian Travel Market. Since taking over the responsibility of development the Middle East region, The Best Western Head Office in Asia recognizes the importance and huge potential of this market and has decided to use ATM as a platform to launch Best Western Hotels & resorts within the region.

As for development in the Middle East, Best Western International has recently entered into a partnership with the Zainal Mohebi Group. Through this agreement, Mohebi Investment has been appointed as our Area Development partner for The Middle East and its subsidiary, and Mohebi Aviation will act as our International Sales Office, looking after sales, marketing, and reservation functions in the GCC Countries.

Mr. Glenn de Souza, Best Western Vice President International Operation - Asia remarked, "The strong economic growth in the Middle East coupled with the huge potential for expansion in tourism industry over the next few years, will create a strong demand for hotel rooms throughout the Gulf region. We aim to open 25 hotels in the Gulf and Middle East within the next five years. Best Western Residences, our first hotel in Dubai with 165 rooms is targeted to open in Feb 2009."

At the ATM, Best Western International aims to create awareness about Best Western Hotels & Resorts among travel agents, tour operators, and consumers. They will be highlighting the Gold Crown Club International (GCCI) - Best Western Hotels Rewards program and enrolling guests for this program. Besides, Best Western will also showcase its 2 distinct products segments; Best Western which consists of 3-4 star hotels and resorts and Best Western Premier positioned as 4.5 stars.

Best Western will also participate in the ATM's Travel Agent Day to promote Best Western globally and sponsor a lucky draw prize of a package to stay in any Best Western hotel in Asia to participants. In addition, Best Western organizes special one-on-one interviews with international and local media as well as will arrange an agent's familiarization trip to Thailand in May this year.

Addressing the continued impact of air travel to tourism industry growth, Mr. Samuel J.S. Poddar, General Manager of Mohebi Aviation/Escapades says, "The growth has been a primarily due to the increase in number of airline, both regular and low cost that have commenced operations."

"The big talking points this year among agents and tour operators would be the impact of global recession on the travel industry; the reduced revenue from ticket sales and the options that they have to increase their profitability be selling travel related services and product. Best Western has always valued the strong partnership that we share with the Travel Agents and Tour Operators, and we will use the ATM to highlight the revenue earning opportunities that we offer." adds Mr. J.S. Poddar.