Best Western buys into luxury

Six Australian hotels are among 300 properties worldwide affiliated with WorldHotels, the luxury brand newly purchased by Best Western Hotels & Resorts.  

Stamford Plaza, Sir Stamford and Stamford Grand properties across Sydney, Adelaide, Melbourne and Brisbane are all marketed through WorldHotels, a brand based around the concept of individual and distinctive luxury accommodation.

Best Western completed the purchase last week for an undisclosed price, the US accommodation giant looking to enhance its upscale credentials with the WorldHotels name and portfolio.  

“There is tremendous synergy between Best Western and WorldHotels,” said David Kong, CEO of Best Western Hotels & Resorts.

“By joining forces in this new partnership, we will create competitive advantages for both companies. I have the utmost respect for WorldHotels and believe in its vast potential.”

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Kong says Best Western will look to “unlock WorldHotels’ potential by improving revenue delivery to its hotels while protecting its independent identity”.

“We truly believe our platform and revenue engines will benefit WorldHotels and attract many more independence-minded, quality hotels to join the brand,” he said.

Geoff Andrew, CEO of WorldHotels, will continue in his role following the sale, which comes just two years after WorldHotels was bought by Associated Luxury Hotels.

Describing Best Western as one of the largest, most respected and trusted hotel brands, Mr Andrew said:  “The combined power of our brands sets the stage for a bright future for both Best Western and WorldHotels.

“Through its established senior leadership team and regional presence in each market, Best Western brings a new level of expertise that will undoubtedly help grow the WorldHotels brand in key markets.”

The Australian hotels within the WorldHotels affiliation are: Stamford Plaza Sydney Airport, Stamford Plaza Melbourne, Stamford Plaza Brisbane, Stamford Plaza Adelaide, Stamford Grand Adelaide and Sir Stamford at Circular Quay.