Eschborn, October 2026. BWH Hotels is strategically realigning its brand architecture: WorldHotels will become the shared global master brand for more than 4,000 hotels across 100 countries and 18 hotel brands. Through this move, BWH Hotels is sharpening its brand profile, increasing the visibility of its diverse offerings for travelers, and attracting new guest segments. The WorldHotels name is already established through the existing hotel collection and will now be extended to the entire portfolio. The well-known hotel brands, including Best Western, as well as the identity and individuality of affiliated hotels, will remain fully intact. Starting in 2027, BWH Hotels Central Europe will operate under the name WorldHotels Central Europe. The repositioning also includes a unified loyalty program and further development of the group's digital offerings.
Repositioning to Reach New Guest Segments
With the introduction of the new master brand, BWH Hotels is giving the group's international portfolio an even clearer and more cohesive identity. The focus is on strengthening brand awareness among travelers, expanding access to new guest segments, and enhancing the company's position among prospective hotel partners.
"With WorldHotels, we are sharpening the profile of our entire brand portfolio and increasing its visibility," explains Carmen Dücker, Managing Director of BWH Hotels Central Europe. "Many guests currently know only a portion of our brands. Going forward, we will communicate more clearly the full breadth of our hotel offerings, from economy to luxury. This unified brand presence strengthens awareness of our hotel group while preserving the independence and individuality of our member hotels."
Hotel Brands Remain Unchanged
The group's portfolio ranges from economy hotels and upscale midscale properties to extended-stay accommodations, luxury hotels, and boutique properties. WorldHotels will bring this diversity together under one international master brand. All 18 hotel brands, their brand identities, and the names of individual hotels will remain unchanged.
"Best Western will remain Best Western," emphasizes Marcus Smola, Managing Director of BWH Hotels Central Europe. "The new brand positioning does not alter the profile of our brands or the identity of our hotels. Instead, it creates additional opportunities for our hoteliers to attract new guests and increase their visibility in the international marketplace."
Unified Loyalty Program Launching in January 2027
Another key component of the repositioning is the merger of the existing Best Western Rewards and WorldHotels Rewards programs. On January 5, 2027, the new global loyalty program, WorldHotels Rewards, will officially launch.
The two existing programs currently represent approximately 70 million members worldwide. Existing loyalty points will retain their value, and all current member benefits will remain in place. The new program will feature three membership tiers and provide easier access to the group's international hotel portfolio.
In addition, the hotel group is investing in its digital infrastructure. A new website and a redesigned mobile app will simplify hotel search and booking across the entire portfolio while increasing the international visibility of affiliated hotels.
Global Reach Meets Local Experiences
The new master brand combines the reach of an international hotel group with the individuality of locally rooted hotels. The digital platform incorporates recommendations and insights from on-property hotel teams, making it easier for guests to discover hotels, neighborhoods, and unique experiences.
In this way, international brand presence and local hospitality complement one another. This philosophy is also reflected in the brand promise: "Welcome to Our Neighborhood."
Further information at BWH Hotels | WorldHotels.com | worldhotels-inside.de
Press contact:
BWH Hotels Central Europe GmbH, Frankfurter Strasse 10-14, 65760 Eschborn
www.bwhhotels.de | worldhotels-inside.de
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