Arguably, this is more of a discussion about Best Western than it is about Hilton. First, I'd say that Best Westerns in North America vs BW in UK/Europe are very different things. I have stayed many times at BW throughout Europe and have been quite satisfied with my experience as they often had a boutique feel, with a fairly decent breakfast. Within North America they would usually compare to a Hampton Inn or Hampton Suites and some are quite dated