Never again call it BWH Hotels. The American hotel group, which oversees 18 well-known brands, starting with its entire portfolio of brands incorporating the Best Western name, is now under a single global umbrella brand: WorldHotels. Nothing strange to it, since BWH Hotels took over the namesake chain in 2019, with a strong business focus.
While for business travelers nothing changes with an offer of more than 4,000 hotels worldwide, this transformation translates into the consolidation of this entire portfolio within the WorldHotels group. On the other hand, professionals accustomed to visiting all these establishments will see the launch of a unified loyalty program, WorldHotels Rewards, starting in January.
By bringing together the existing programs, Best Western Rewards and WorldHotels Rewards, and their 70 million members, this loyalty tool will offer three simplified levels of membership, while preserving the current benefits. That is, as the group describes it, the alignment of the status held with another hotel loyalty program, reserved rates for members, and points that never expire. If further details are revealed by the group by mid-November, current members are already certain that they can retain the value of their existing points and will benefit from new opportunities to accumulate them.
Another major change is the launch of a new website alongside a redesigned mobile app. This enhanced digital platform highlights the local expertise of the independent establishments affiliated to the network. Finally, as part of this transformation, the portfolio’s upscale and luxury hotels will now be brought together under the WorldHotels Collection.
This evolution aims to strengthen the brand’s reputation and its diversity, covering everything from premium economy to luxury, including boutique hotels. According to studies, many travelers only knew a part of it, notably the mid-range dimension at the heart of Best Western’s offering.«By bringing together our brands, loyalty program and digital capabilities under a single umbrella brand, we make it easier for travelers to understand who we are today.», said Larry Cuculic, CEO of WorldHotels. While with a unique loyalty program, « We make it easy to discover the full range of our portfolio and help our customers find the hotel that suits their trip.»," emphasized in turn Joelle Park, global marketing director of WorldHotels.
