BWH Hotels Unites Global Portfolio Under WorldHotels Masterbrand

BWH Hotels is unifying its global portfolio – more than 4,000 hotels and 18 brands – under one masterbrand: WorldHotels. 

The move will combine the existing loyalty programs, Best Western Rewards and WorldHotels Rewards, into a new WorldHotels Rewards program. It will also come with a new website and redesigned mobile app. Meanwhile, WorldHotels aims to preserve the localized nature of its properties – individual identities, signage, and iconic flags will remain unchanged. 

“We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio,” said Larry Cuculic, president and CEO of 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.” 

The portfolio’s upscale and luxury brands will unify under WorldHotels Collection, with six categories distinguishing these hotels: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop, and WorldHotels Residences.  

Ron Pohl, president of WorldHotels Collection, explained the ethos behind the upscale and luxury portfolio will continue to be local, individualized stays. 

“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,” Pohl said. “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.”   

Overall, this is now the breakdown of the WorldHotels brands: 

• Luxury & Lifestyle: WorldHotels Collection, WorldHotels Backdrop, Aiden 
• Upscale: Best Western Premier, BW Premier Collection 
• Everyday Travel: BW Signature Collection, Best Western Plus, GLō®, Best Western®  
• Value: SureStay Hotels, SureStay Collection 
• Longer Stays: Executive Residency, @HOME by Best Western, SureStay Studio 

Current members of both the Best Western Rewards and WorldHotels Rewards programs will retain their existing point values. More details about the new loyalty system will be unveiled on Nov. 16, 2026.