BWH Hotels rebrands under WorldHotels

BWH Hotels, also known as Best Western, has announced a rebranding effort under the WorldHotels name. This change, effective after the group’s annual convention in Phoenix, Arizona, aims to unify its global presence and enhance its digital offerings.

Rebranding reflects market trends

The transformation follows an analysis of customer behavior and expectations. Olivier Cohn, general director of France for BWH Hotels, stated the move is intended to better position the group globally by aligning with how travelers now search, evaluate, and book hotels.

Preserving individual hotel identities

Despite the new brand, each hotel's unique character, signage, and local branding will remain unchanged. The group consists of over 4,000 independent hotels across more than 100 countries, including 338 in France.

New platform and loyalty program

A new website, worldhotels.com, and a redesigned mobile app will be launched to improve customer access and discovery. Additionally, a unified loyalty program called WorldHotels Rewards will debut on November 16, combining existing programs with new benefits for 70 million members.

Focus on growth and new hotels

The rebranding also aims to attract new customers, especially younger travelers, by emphasizing local expertise. A new category, WorldHotels Collection, will group high-end and luxury hotels. Olivier Cohn hopes to add 90 new French hotels to the network by 2030, maintaining a high retention rate of 97% annually.