- BWH Hotels has changed its corporate masterbrand name to WorldHotels.
- The group operates more than 4,000 hotels in 100 countries.
- Individual Best Western hotel brands remain unchanged.
- Best Western Rewards merges into WorldHotels Rewards on 5 January 2027.
- The combined loyalty programme has around 70m members.
The parent company of Best Western Hotels, BWH Hotels, has changed its corporate masterbrand name to WorldHotels. The rebrand unites its 18 brands under one identity to boost recognition beyond its mid-range image and accelerate growth. The group operates more than 4,000 hotels in 100 countries including 338 in France and has unified its loyalty programmes under WorldHotels Rewards.
The individual Best Western hotel brand and property-level names remain unchanged. The masterbrand shift adopts the WorldHotels name as its overarching global portfolio identity to represent its range of luxury, boutique, upscale and economy properties. Individual property names, signage and identities including Best Western, Best Western Plus, SureStay and Aiden remain the same.
On 5 January 2027 the Best Western Rewards programme will merge into a single consolidated programme under the WorldHotels Rewards name. Existing members will keep their points, status levels and the benefit of points that never expire. The group introduced WorldHotels Luxury, Elite, Distinctive, Crafted, Backdrop and Residences categories for its upscale and luxury properties. The company deployed a new website and redesigned mobile app.
Larry Cuculic shared that the transformation aims to correct market misconceptions and reflect the actual breadth of the modern portfolio.
