BWH Hotels has announced a comprehensive transformation that will bring more than 4,000 hotels and 18 brands across 100 countries together under a single loyalty program and global masterbrand, WorldHotels.
Comprising WorldHotels, Best Western Hotels & Resorts and SureStay Hotels, BWH Hotels said: "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."
As part of the transformation, a new unified loyalty program, WorldHotels Rewards, is set to launch on January 5, 2027.
"We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio," Larry Cuculic, President and Chief Executive Officer, WorldHotels, said in a statement. "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," added Cuculic.
Best Western West Towne Suites in Madison, Wisconsin. (Photo Credit: Best Western)
The new rewards program consolidates Best Western Rewards and WorldHotels Rewards with 70 million existing members combined.
"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," added Park.
Additional details regarding WorldHotels Rewards will be announced on November 16, 2026.
The transformation will see the portfolio's upscale and luxury hotels unified under WorldHotels Collection, which comprises six categories, including WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop and WorldHotels Residences.
"The future of luxury hospitality isn't about standardization. It's about helping exceptional independent properties compete and grow on a global stage, while remaining true to their identity," Ron Pohl, President, WorldHotels Collection, said in a statement accompanying Tuesday's announcement. "WorldHotels Collection sits at the intersection of independence and scale, giving owners access to the commercial power, technology and demand drivers of a major hospitality network while maintaining the tailored, local experiences today's travelers are seeking."
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