The global hotel group Bwh becomes Worldhotels, a single brand for over 4,000 properties

Offering greater clarity to travelers and owners along with a unified platform and advanced digital tools to accelerate growth while maintaining an authentic stay experience. This is the aim of the transformation of Bwh Hotels, one of the main global hotel groups with over 4,000 hotels and 18 brands which today include structures in the luxury, boutique, upper-upscale, upscale, midscale, extended stay and economy segments, into the global masterbrand WorldHotels, which from next January with WorldHotels Rewards will also have a single loyalty program.

A strategic evolution that follows the way today's travelers discover, evaluate and book hotels. With the transformations introduced in this step, explains Sara Digiesi, chief executive officer of WorldHotels Italy & South-East Europe, "we take advantage of our history to evolve our vision, affirming the global dimension of a group diversified in the range of brands and equipped with new tools to conquer the travelers of tomorrow".

There will be benefits for hoteliers and travellers. "For our hoteliers the benefits are multiplying" continues Digiesi, "more attractiveness on international markets, a unique loyalty program and advanced digital tools. What travelers have chosen our beloved and well-known brands for up to now remains, it changes the way in which we make them discover them to travelers from all over the world. Best Western continues to maintain the great relevance linked to an iconic and well-recognizable brand, the WorldHotels Collection hotels conquer the mainstream in a context that recognizes their exclusive character and leaves room for their expression, involving them more in the growth of the group".

It will be easier and more intuitive for guests to explore the group's full range of hospitality solutions and experiences. “We have a hotel for virtually every travel occasion, but many travelers are only familiar with a portion of our portfolio,” adds Larry Cuculic, president and chief executive officer of WorldHotels, “by bringing together our brands, loyalty program and digital capabilities under one masterbrand, we make it easier for travelers to understand our identity, while enabling our hoteliers to compete more effectively globally and maintaining independence and uniqueness.”

The WorldHotels brand leverages local expertise with the platform that enhances the know-how of thousands of independent hoteliers and their knowledge of the area, making the entire portfolio's experiences more accessible to travellers. If the identity of the structures, signs and historic brands remain unchanged, visibility, direct relationship with guests and notoriety change thanks to the signs and recognized brands that distinguish them together with the global WorldHotels platform.

Another central element of this transformation is the new unified WorldHotels Rewards loyalty program which will be launched in January 2027 by integrating Best Western Rewards and WorldHotels Rewards, which together reach approximately 70 million members, in a simple, transparent and advantageous form. The new program, details of which will be known on November 16, introduces three clear and simplified membership levels while maintaining all the current recognized benefits and adding new opportunities to earn points.