SHREEM CAPITAL ON Oct. 1 opened the first GLō, Best Western Hotels & Resorts’ new upper-midscale brand.
The 75-room boutique hotel is in DeSoto, Texas, a 15-minute drive along Interstate 35 to downtown Dallas. The company broke ground in August 2017.
Jiger Patel is co-founder of Shreem Capital, which has other Best Western brands. “I continue to be impressed with the company’s innovative mindset and I am proud to have experienced the brand’s transformation first hand,” he said in a statement.
The GLō DeSoto lobby features a bar for unwinding or networking, a divisible meeting room and a 15-person spa/hot tub adjacent to a fitness center. Guest rooms have 50-inch TVs, nested lounge chairs and signature furniture with built-in storage.
Best Western Hotels & Resorts launched GLō in fall 2015, touting its $65,000 per key development cost. The company designed the brand at the behest of members who wanted a modern, new-build brand along the nation’s major highways.
The exterior lighting is designed to attract drive-up business as well as members of Best Western Rewards.
The company expects five more GLō hotels to open this year.