The hospitality holding Best Western Hotels & Resorts has announced plans to consolidate its global portfolio, which comprises over 4000 properties in 100 countries, under the new global master brand, WorldHotels. This initiative was announced by BWH Hotels, headquartered in the USA, on Wednesday.
The transition will allow 18 different brands, loyalty programs, and digital platforms to be unified under a single identity. However, individual hotels will be able to retain their existing names and brand affiliations. The main goal of this step is to enhance brand recognition, simplify access for guests, and expand reach.
The decision was made after conducting consumer research, which showed that travelers are only familiar with a fraction of the company's portfolio, which includes accommodation options ranging from economy to luxury and boutique hotels.
Larry Kukulik, President and CEO of WorldHotels, commented on the change, stating: 'We have a hotel for almost any type of trip, but many travelers only know part of our portfolio.'
Currently, the hospitality holding manages 34 hotels in one country, with another 26 properties under development. This global consolidation is expected to increase the visibility of the hotels among international tourists and strengthen access to the group's distribution network.
Expansion in India
Rajan Bhattacharya, Chairman of WorldHotels India and South Asia, stated that WorldHotels reflects confidence in India's potential and a commitment to implementing global standards, broader international presence, and unique local hospitality in the local market, while preserving the individuality and local flavor that make Indian hospitality special. The group also intends to increase its presence in India.
Furthermore, the launch of the WorldHotels Rewards program is planned for January 5th of next year, along with the presentation of an updated website and mobile application.
The group's independent properties, including both luxury and upscale ones, will be organized within the WorldHotels Collection. This collection includes six brands: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop, and WorldHotels Residences.