Best Western has opened the first @HOME by Best Western property in the United States, choosing St. George, Utah, as the launch market for its new apartment-style extended stay concept. The debut signals a strategic move into one of hospitality’s fastest-growing segments, where travelers increasingly want the flexibility of residential living combined with the consistency of a trusted hotel brand.
For Southern Utah, the opening also strengthens St. George’s growing role as a gateway destination for outdoor tourism, business travel and long-stay demand.
A New Chapter for Extended Stay Travel
The @HOME by Best Western concept is designed for travelers staying longer than a typical hotel visit. Instead of standard guestrooms, the property offers studio-style accommodations built around comfort, practicality and independence.
That includes in-room kitchens, workspaces and layouts intended to feel more like an apartment than a traditional hotel room.
This model is gaining momentum globally as remote work, blended travel and longer leisure stays continue to reshape accommodation preferences. Guests increasingly want the ability to cook, work and settle in while still benefiting from hotel-level service and reliability.
Why St. George Was Chosen First
The decision to launch in St. George reflects the city’s strong tourism and economic fundamentals. Located in Southern Utah, the city is a major access point for some of the American West’s most sought-after landscapes, including Zion National Park, Bryce Canyon and Snow Canyon State Park.
That makes it attractive for visitors seeking multi-day adventure itineraries, hiking holidays and road trips across Utah’s national parks.
St. George also benefits from population growth, expanding business activity and year-round appeal driven by sunshine, golf and outdoor recreation. These factors create demand not only for short stays, but also for extended visits.
Strong Appeal for Multiple Traveler Types
The new property is positioned to serve a broad mix of guests.
Leisure travelers may use it as a comfortable base for exploring canyon landscapes and desert attractions. Business travelers can benefit from workspace-focused rooms and reliable connectivity. Medical visitors and relocating professionals may also find value in longer-stay flexibility near key institutions and growing employment centers.
This diversity is one reason extended stay hotels are becoming increasingly important. They can capture demand across multiple travel segments rather than relying solely on weekend tourism or seasonal vacations.
Inside the Guest Experience
The St. George property includes 92 studio accommodations across four floors, according to the project summary. Full kitchens give guests greater control over meals and budgets, an important advantage for longer visits.
Shared amenities such as patios, a pool, communal spaces and a fitness center are designed to balance privacy with social connection.
For many travelers, this combination is especially attractive. Guests can enjoy independence inside their suite while still accessing the convenience and atmosphere of a hotel environment.
That blend may also appeal to families and groups who need more flexibility than a standard room can offer.
Economic Benefits for Southern Utah
New hotel openings often create impact far beyond accommodation supply. In St. George, the launch can support job creation in operations, guest services, maintenance and management while generating additional demand for nearby restaurants, retail businesses and local attractions.
Extended stay hotels can also help stabilize tourism economies because guests typically remain longer and spend more consistently over time.
That can be valuable during shoulder seasons when short-term leisure demand softens. Longer average stays often support steadier occupancy and more predictable local spending.
A Strategic Partnership
The opening was developed through collaboration between BWH Hotels and Prime Hospitality, continuing an existing partnership focused on hospitality growth in Southern Utah.
For Best Western’s parent company, the project represents an opportunity to diversify its portfolio and compete more aggressively in the long-stay category. For regional partners, it adds a new lodging product aligned with local market demand.
The brand’s wider pipeline, including future openings beyond Utah, suggests the St. George debut could serve as a template for broader national expansion.
What It Means for Travelers
For travelers planning trips across Utah and the American Southwest, the launch adds a new type of accommodation choice.
Visitors no longer need to choose strictly between a traditional hotel room and a short-term rental. Apartment-style hotels increasingly offer a middle ground: more space and flexibility, backed by brand standards and professional operations.
That can be especially useful for multi-night park itineraries, family travel, digital nomad stays or relocation periods.
Outlook for the USA Hotel Market
The debut of @HOME by Best Western reflects where hospitality is heading. Guests are prioritizing convenience, value and lifestyle fit as much as nightly rates.
Brands that respond with flexible formats and experience-led design are likely to capture future demand.
For St. George, the opening reinforces its status as one of the West’s rising travel hubs. For the wider industry, it marks another sign that extended stay is no longer a niche category—it is becoming a core part of modern travel.
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