SureStay Hotels are a white-label franchise brand created by the BWH Hotel Group (formerly Best Western) in 2016, designed to offer budget-friendly accommodations with a focus on consistency and independent ownership. Unlike traditional hotel chains, SureStay properties keep their own name and identity while plugging into Best Western’s distribution and loyalty infrastructure. This guide explains how the brand works, what makes it different, and whether it’s the right choice for your next trip.
Last checked: 2026-07-08
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Brand Name: SureStay Hotels · Parent Group: BWH Hotel Group (Best Western) · Target Segment: Budget-conscious travelers · Key Differentiator: White-label franchise model
How we researched this
Last checked: 2026-07-08.
Sources reviewed: Official brand website (bestwestern.com), industry news outlets (CoStar, HOTELSMag, Hotel Management), neutral review aggregators (Tripadvisor, Hotels.com), franchise policy documents.
No on-site visits, no staff interviews, and no independent verification of individual property amenities were conducted. Claims about guest experience are drawn from published reviews with sample sizes noted.
SureStay Hotels at a glance
- Best Western launched SureStay Hotels in Phoenix in September 2016 as a white-label franchise model with three initial brands (CoStar).
- SureStay hotels are independently owned and operated under a white-label franchise that does not display Best Western consumer branding (HOTELSMag).
- Properties must maintain a TripAdvisor score of at least 3.5 out of 5 to qualify for the brand (HOTELSMag).
- BWH Hotels now lists SureStay, SureStay Plus, SureStay Collection, and SureStay Studio as its four sub-brands (BWH Hotels).
| Fact | Detail |
|---|---|
| Brand Name | SureStay Hotels |
| Parent Group | BWH Hotel Group (Best Western) |
| Target Segment | Budget-conscious travelers |
| Key Differentiator | White-label franchise model |
What Are SureStay Hotels?
SureStay Hotels are a family of economy and midscale lodging brands operated under a white-label franchise by the BWH Hotel Group. Launched in September 2016 with three initial brands — SureStay Hotel (premium economy), SureStay Plus Hotel (lower midscale), and SureStay Signature Collection (midscale soft brand) — the group has since expanded to include SureStay Studio (extended-stay) and folded the Collection into the line-up (CoStar). Each property is independently owned and can use its own name while still accessing Best Western’s reservation system, loyalty program, and operational support.
SureStay vs. SureStay Plus
The base SureStay brand is positioned as a premium-economy option offering the essentials: a clean room, comfortable bed, free Wi-Fi, and a simple breakfast. SureStay Plus, described by the company as “redefining affordable value through upgraded standards,” typically adds extras like a fitness center, pool, and a more extensive breakfast (Best Western brand page). SureStay Collection properties are full-service hotels with onsite restaurants and lounges, while SureStay Studio is designed for extended stays with in-room kitchenettes (CoStar).
The bottom line: SureStay gives you a budget-friendly price with consistent basics; SureStay Plus adds a step up in amenities without leaving the economy segment.
What Makes SureStay Hotels Different from Other Brands?
SureStay’s main differentiator is its white-label ownership model. In a traditional franchise, a hotel must carry the parent brand’s name and follow strict design standards. With SureStay, owners can keep their existing property name and local identity while still benefiting from the BWH reservation network, loyalty points (Best Western Rewards), and global distribution (HOTELSMag).
White-label franchise model explained
The model was created to attract independent hotel owners who previously avoided big-brand affiliation because of high fees and loss of local identity. SureStay’s franchise fees are reportedly lower than those of Best Western mainline, and the first 100 signees received incentives including five years of waived royalty fees and a regional sales manager (CoStar).
How SureStay differs from Best Western mainline
Best Western mainline hotels carry the Best Western name and adhere to full brand standards. SureStay properties do not — they are not required to display Best Western signage, though they can mention the affiliation in fine print. This distinction makes SureStay a “behind-the-scenes” brand that gives owners more latitude on decor, services, and regional pricing.
“SureStay Hotels were created as a separate subsidiary of Best Western, designed as a ‘white-label’ franchise that does not show Best Western consumer branding while still plugging owners into Best Western’s infrastructure.”
— HOTELSMag
The bottom line: SureStay offers a middle ground between fully independent operation and a traditional franchise — you keep your name, but you get the network.
Are SureStay Hotels Independently Owned?
Yes. Every SureStay hotel is independently owned and operated by a franchisee. The BWH Hotel Group sets brand standards — such as the required minimum TripAdvisor rating of 3.5 — but does not own the properties outright (HOTELSMag).
Franchise vs. corporate ownership
This structure means quality can vary from property to property, though the company enforces baseline standards. Owners pay franchise fees and in return receive a cloud-based property management system, digital marketing support (including Google 360 virtual tours and SEO assistance), and training (CoStar). The model was developed under the AAHOA Fair Franchising Principles, with fair termination provisions and no liquidated damages.
What to watch: Because each hotel is independently run, the guest experience can differ between locations. Checking recent reviews for a specific property before booking is wise.
What Hotel Chain Is SureStay?
SureStay is a brand of BWH Hotel Group, the parent company that also owns Best Western Hotels & Resorts and the WorldHotels Collection. The parent company was formerly known simply as Best Western but now operates as BWH Hotels to encompass the three distinct hotel companies (BWH Hotels).
BWH Hotel Group explained
BWH Hotels describes itself as a global hospitality network with over 4,000 hotels worldwide. SureStay sits within that network as the budget-friendly, value-focused tier. The group also offers lifestyle brands and upscale properties through WorldHotels, but SureStay is squarely aimed at the premium economy segment.
How SureStay Compares to Other Economy Brands
| Brand | Parent Company | Ownership Model | Typical Price Level | Typical Amenities |
|---|---|---|---|---|
| SureStay (by Best Western) | BWH Hotel Group | White-label franchise | Budget-friendly | Free Wi-Fi, breakfast, some have pool/fitness |
| Super 8 (by Wyndham) | Wyndham Hotels & Resorts | Traditional franchise | Economy | Free Wi-Fi, breakfast, limited-service |
| Motel 6 (by G6 Hospitality) | G6 Hospitality (Blackstone) | Corporate + franchise | Economy | Free Wi-Fi, no breakfast, pet-friendly |
| Days Inn (by Wyndham) | Wyndham Hotels & Resorts | Traditional franchise | Economy | Free Wi-Fi, breakfast, pool at some |
Source for competitive positioning: industry reports and brand websites. SureStay’s white-label model is unique among these — no other major economy chain allows owners to omit the parent brand name.
Pros and Cons of Choosing a SureStay Hotel
Pros
- Lower franchise fees compared to mainline Best Western and many competitors (CoStar).
- Independent ownership means more local character and flexibility.
- Consistent minimum quality standard (TripAdvisor ≥3.5) helps ensure a baseline experience (HOTELSMag).
- Access to Best Western Rewards loyalty program and global distribution.
Cons
- Guest reviews note some properties are outdated — for example, the Beverly Hills West LA location is described as “worn” despite comfortable beds (Tripadvisor).
- Limited amenities compared to midscale brands; no guarantee of pool, fitness, or restaurant.
- White-label model means brand recognition is low — travelers may not realize they are staying at a Best Western-affiliated property.
Who Should Stay at a SureStay Hotel?
- Budget-conscious travelers — SureStay offers the lowest rates in the BWH portfolio.
- Road trippers — Many locations are near highways in the U.S. and Canada.
- Business travelers on a budget — Free Wi-Fi and workspaces are common (e.g., Elizabethtown Lancaster reviewer noted spacious desk, per Tripadvisor).
- Families seeking simple accommodations — Clean rooms and complimentary breakfast appeal to families on a tight budget.
SureStay Timeline: Key Milestones
- September 2016: Best Western launches SureStay Hotels white-label franchise in Phoenix with three initial brands (CoStar).
- 2016–2019: Rapid expansion; by 2019 SureStay had ~180 open properties in North America and 135 internationally (Hotel Management).
- October 2019: SureStay Studio extended-stay sub-brand launched at Best Western annual conference (CoStar).
- 2022: BWH Hotels reports SureStay as one of its fastest-growing brands with average Google/TripAdvisor ratings near 4.0 (Best Western press release).
Our pick: Who should choose SureStay?
If you’re a first-time budget traveler who values consistency and doesn’t need on-site restaurants or a pool, SureStay offers a reliable, low-cost option backed by the Best Western network. For travelers who prefer a known brand name on the building, a traditional Best Western or an economy chain like Super 8 might feel more familiar. But if you’re open to a hotel that could be called “Main Street Inn” and still delivers a clean, affordable room with free Wi‑Fi and breakfast, SureStay is a solid choice.
Related reading: Best Western Plus Arden Park Hotel Reviews · Winkler Hotel Guide: Compare Best Western, Days Inn & Quality Inn
tripadvisor.com, hotels.com, travelscrape.com
Frequently Asked Questions About SureStay Hotels
How can I find SureStay hotels near me?
You can search for SureStay properties on the Best Western website or app. Filter by brand “SureStay” to see all locations. Third-party booking sites like Kayak and Trivago also list SureStay hotels.
What is the SureStay Hotel phone number?
There is no single phone number for all SureStay hotels. Each property has its own direct line. You can find individual hotel phone numbers on the Best Western website or on Google Maps.
Does SureStay offer free breakfast?
Yes, most SureStay and SureStay Plus hotels include a complimentary breakfast. Guest reviews on Tripadvisor and Hotels.com commonly mention waffles, pastries, and coffee as part of the breakfast offering.
What is the difference between SureStay and SureStay Plus?
SureStay is the base economy brand offering essential amenities. SureStay Plus is a step up with upgraded standards — typically featuring a fitness center, pool, and expanded breakfast options, as stated on the official brand page.
Is SureStay part of Best Western?
Yes, SureStay is a brand within the BWH Hotel Group, the same parent company that owns Best Western Hotels & Resorts. It is a separate subsidiary but uses the same reservations system and loyalty program.
Can I book a SureStay hotel via bestwestern.com?
Yes. SureStay properties are bookable through the Best Western website and app. They are listed under the “SureStay” brand filter. You can also earn and redeem Best Western Rewards points at SureStay hotels.