WorldHotels marks a major new chapter for BWH as the group adopts a single global masterbrand to bring together more than 4,000 hotels and 18 brands. The rebranding aims to strengthen the group’s market positioning and provide greater clarity for guests and hotel owners. Moreover, the company has introduced a unified loyalty programme, alongside a new website and a redesigned mobile app.

According to Sara Digiesi, CEO of BWH’s Italy and South-East Europe division, the new identity will help the group communicate its increasingly diversified portfolio. The strategy also aims to accelerate growth through a unified platform and enhanced digital tools. However, Best Western will retain its strong identity and recognition in the market. Meanwhile, WorldHotels Collection will play a more prominent role in the group’s communication strategy. This approach will give greater visibility to its exclusive positioning and support its expansion.

The portfolio covers several market segments, including luxury, boutique, upper upscale, upscale, midscale, extended stay and economy. Consequently, the new masterbrand provides a common identity for a wide range of accommodation options. The group has also launched WorldHotels Rewards, which now incorporates the existing Best Western Rewards programme. The unified scheme brings together approximately 70 million members worldwide.

In addition, BWH has invested significantly in its technology infrastructure. These improvements include a new website and a completely redesigned mobile application. The group has also reorganised its luxury and upper-upscale offering under the WorldHotels Collection umbrella. This structure includes six brands: WorldHotels Luxury, Elite, Distinctive, Crafted, Backdrop and Residences.

Finally, President and CEO Larry Cuculic highlighted the need to present the group’s full range of hotels more clearly. Although the portfolio already covers almost every type of travel experience, many guests only know some of its brands. WorldHotels therefore aims to create a more immediate and recognisable identity. It will also help travellers discover the breadth of the group’s international hotel offering.