BWH, formerly known as Best Western, is re-branding itself as WorldHotels.
That will be the master brand for a portfolio of more than 4,000 hotels across 100 countries, bringing 18 brands and a combined loyalty membership of 70 million into a more unified platform.
The transformation aims to raise brand awareness, simplify hotel discovery and strengthen direct bookings while helping independent properties compete more effectively in the global hospitality market, news hub Travel Mole reports.
The company said the move reflects consumer research showing that travellers often recognize only part of its portfolio, despite a presence across luxury, boutique, upscale, extended-stay and economy segments.
Larry Cuculic, president and CEO of WorldHotels, said the unified approach would make the company’s offering easier to understand while giving hotel owners greater opportunities to compete internationally.
WorldHotels Rewards will combine Best Western Rewards and WorldHotels Rewards into one program.
The group’s upscale and luxury properties will be brought together under WorldHotels Collection, which encompasses six categories: WorldHotels Luxury, Elite, Distinctive, Crafted, Backdrop and Residences.
Which confuses the hell out of me.
Do you know the difference between BW Premier Collection and Best Western Plus? Me neither.
How about WorldHotels Luxury Collection, WorldHotels Elite Collection, WorldHotels Crafted Collection and WorldHotels Distinctive Collection?
Ron Pohl, president of WorldHotels Collection, says the new platform will give independent properties access to the distribution, technology and commercial resources of a global network without requiring them to abandon their individual identities.
Rightho.
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