BWH announces transformation to united global portfolio under WorldHotels

BWH Hotels has announced a comprehensive transformation, bringing more than 4,000 hotels and 18 brands under a single loyalty program and global masterbrand, WorldHotels.

The move is designed to strengthen portfolio awareness, create greater clarity for travelers and hotel owners and accelerate growth through a unified platform and enhanced digital capabilities, while delivering a guest experience that’s powered by local expertise. 

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Grounded in rigorous consumer research and guest feedback, this strategic evolution reflects how today’s travelers discover, evaluate and book hotels, while preserving the local character of each independent property. 

“We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio,” said Larry Cuculic, President and Chief Executive Officer, WorldHotels.

“WorldHotels gives us a clearer way to tell our story. By connecting our brands, loyalty program and digital capabilities under one masterbrand, we’re making it easier for travelers to understand who we are today, while enabling our hoteliers to better compete on a global scale and preserving the independence and individuality of our 4,000 hotels.” 

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The move to WorldHotels is intended to create greater clarity and awareness, while preserving the distinct identities of its brands and properties. Unifying under WorldHotels bridges this gap, giving guests a seamless way to navigate its full spectrum of hospitality options.  

While individual property identities, signage and iconic flags will remain unchanged, the WorldHotels platform will expand cross-portfolio discovery, strengthen direct relationships with guests and increase visibility for hotel owners worldwide.  

Central to the transformation is WorldHotels Rewards, a new, unified loyalty program that consolidates Best Western Rewards and WorldHotels Rewards with approximately 70 million existing members combined.

Simple, transparent and rewarding, the new program introduces three streamlined membership tiers, while protecting all current benefits such as status matching, member rates and points that never expire.

Members will retain their existing points value and enjoy additional opportunities to earn points, while gaining access to a more connected global portfolio and simplified rewards experience. 

“WorldHotels Rewards was designed with our guests at the heart of every decision.”

“Through extensive consumer research and member feedback, we learned travelers want a loyalty program that feels intuitive and transparent, that recognizes them wherever they travel,” said Joelle Park, Chief Marketing Officer, WorldHotels.

“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.”