We've stayed at the Holiday Inn Express in North Conway. I stay at that chain whenever possible. They include a nice hot breakfast buffet too compared to Comfort Inns cold small breakfast.
We've also stayed at a pricier hotel years ago. Red Jacket Mountain View. Our room was horribly outdated & worn and it was a "nicer" mountain view room. The indoor pool area even seemed old. I wouldn't stay there again unless everything was done over by now. The hallways & stairs were all odd. Like as if they just kept adding on & adding on. I looked really nice from the outside from the road.
I just looked at their website. The rooms look way nicer than I remember. And from the aerial photo, it appears they've done even more building & expanding. I don't recall if it was a Best Western when we stayed there or not. It could have been because we did used to stay at that chain.