GLō poised to light up the broad-midscale market

GLō is an energetic new-build boutique hotel brand that seeks to break the prototypical hotel mold. With a focus on the creation of a dramatic and memorable arrival experience, streamlined contemporary guestrooms, and the use of stylish yet cost-effective materials, GLō is perfect for creative developers and savvy travelers seeking value, design, and comfort.

Designed to bring something fresh to secondary, suburban, and highway locations, GLō is positioned to assume a new place in the broad-midscale market. Best Western’s new brand broke onto the scene with an unprecedented triple GLō groundbreaking in September 2016 and today has 25 properties in the pipeline.

With GLō, Best Western Hotels & Resorts has created a smart, careful, spaceconscious footprint including a unique room layout featuring center-loaded bathrooms. The design has helped maximize space in a fresh way and has assisted with the footprint, optimizing revenue and changing up the guest experience. Additionally, the furniture hugging the wall in GLō guestrooms and underbed drawer storage provides crafty storage solutions and open space. Barn doors with dual-use close off the bathroom and the closet—a fun and decorative, yet practical and economical, design attribute.

The main goal in the design plan for GLō was to ensure that lobbies were versatile.

The functionality of hotel common areas has changed dramatically over the past five years. A lobby is no longer just a lobby, and today’s merging of multifunctional common spaces is appealing to guests because they feel like they are having a different experience in each area throughout the day. With GLō, breakfast display areas are concealed, allowing the space to be used differently at separate times. The lobby flows into an integrated breakfast area and the space transforms into a work-and-relax area after breakfast.

The main goal in the design plan for GLō was to ensure that lobbies were versatile. This was achieved primarily by incorporating furniture elements that can easily be moved to accommodate larger group seating in the lobby. Best Western Hotels & Resorts also introduced communal tables to break up the landscape, providing a taller visually appealing element. With GLō, the communal table is internally illuminated, or “GLō-ing” to provide a beacon for both day and night.

Glo Poised
Glo Poised

Images courtesy: © Best Western Hotels & Resorts

Keeping true to the illumination concept of its name, lighting is clearly a very important feature in design―not only in public areas, but in guestrooms as well. With the right lighting, preferred areas in a public space can be highlighted, transform spaces entirely, change the mood of a space, and accentuate the design. The fixtures used for GLō help define space within an open floor plan.

Designed to bring something fresh to secondary, suburban, and highway locations, GLō is positioned to assume a new place in the broad-midscale market.

GLō exemplifies imagination and thoughtfulness in its design, offering a unique alternative to developers and at the same time bringing excitement and the cool factor that today’s travelers are seeking in the midscale segment.

Amenities and features available at most GLō hotels:

  • Complimentary breakfast
  • In-room work desk with signature Herman Miller desk chair
  • In-room coffee and tea maker
  • Gel-topped signature mattress
  • Stylish bath amenities
  • Complimentary high-speed internet
  • Fitness center
  • Business area
  • Wireless, secured printing in the public area
  • On-site guest laundry and/or same-day dry cleaning services

Insider knowledge:

  • The prototype is scalable from 85 to 150 keys.
  • The lobby features 3,100 square feet of space.
  • Construction time depends on the market conditions, but typically takes a year to build.
  • Site plan is 1.9 acres.
  • Overall building footprint is 10,094 square feet.
  • The minimum cash required for a GLō hotel depends on the market, but the brand build is competitive in the market segment.

Ownership/management:

Each GLō is privately developed and managed. There are 25 properties in the pipeline. Those under construction include:

  • Brooklyn, New York, developer information confidential
  • Nashville, Tennessee, developed by Music City Airport Hospitality
  • DeSoto, Texas, developed by Eighty- Twenty Development