BWH Hotels is rebranding as WorldHotels and plans to undergo a "comprehensive transformation” to strengthen portfolio awareness, “create greater clarity” for travelers and owners and accelerate growth, according to a news release shared with Hotel Dive.
The rebrand, backed by “rigorous consumer research,” brings BWH’s more than 4,000 hotels and 18 brands under a single loyalty program and global masterbrand, per the release, reflecting “how today’s travelers discover, evaluate and book hotels, while preserving the local character of each independent property.”
“WorldHotels gives us a clearer way to tell our story,” Larry Cuculic, president and CEO of WorldHotels, said in a statement. He added the rebrand enables “hoteliers to better compete on a global scale,” while maintaining independence at their hotels.
Branding for individual properties, including identities and signage, will remain unchanged. WorldHotels formerly represented BWH’s brand of independent luxury and lifestyle hotels, and will now be a part of the WorldHotels Collection.
In addition to the name change and move to a unified loyalty program, WorldHotels is introducing a new guest experience focused on local expertise as well as enhanced digital offerings including a new website.
Program upgrades
With the announcement, WorldHotels is introducing a new guest experience program that aims to make it easier for travelers to discover local experiences. The company plans to tap into the insight of independent hoteliers, with the new platform striving to “expand cross-portfolio discovery, strengthen direct relationships with guests and increase visibility for hotel owners worldwide.”
The rebrand also creates a unified loyalty program called WorldHotels Rewards that consolidates Best Western Rewards and WorldHotels Rewards into a combined platform with more than 70 million members, per the company. The new program, launching Jan. 5, 2027, introduces a simplified, three-tier structure, while preserving current member benefits.
“By bringing our loyalty program together under WorldHotels Rewards, we're making it easier for guests to discover the full breadth of our portfolio, find the right hotel for every journey and feel welcomed wherever they stay,” Joelle Park, chief marketing officer of WorldHotels, said in a statement.
Additional details about the new loyalty rewards program will be announced in the coming weeks.
The company is also rolling out a new website and redesigned mobile app experience, at the center of which is a proprietary discovery platform “built from more than 10,000 hours of insights gathered from hotel teams around the world,” per WorldHotels. The single platform also aims to increase visibility and direct-booking opportunities for hotel owners.
Further, the company’s portfolio structure is also shifting, with all upscale and luxury properties unified under the WorldHotels Collection. The collection comprises six categories: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop and WorldHotels Residences.
WorldHotels Collection “sits at the intersection of independence and scale” and provides owners “access to the commercial power, technology and demand drivers of a major hospitality network,” said Ron Pohl, president of WorldHotels Collection, in a statement.
Earlier this year, the company launched WorldHotels Backdrop, a collection of glamping retreats located in scenic destinations around the world. Meanwhile, in June, it launched an upscale sales division designed to drive commercial growth across its luxury and upscale properties.
More recently in August, BWH expanded its design-driven boutique hotel brand, Aiden, with openings in Sacramento, California, and Kansas City, Missouri.
At this year’s Lodging Conference in Phoenix, hospitality leaders said that luxury properties can stand out through thoughtful programming and seamless technology.
