Best Western parent company renamed WorldHotels and integrating membership program

On October 27, 2026, Best Western Hotels announced to hotel owners that it would unify its 4,000 hotels and 18 brands under the WorldHotels master brand, while merging the two membership systems and preserving the independence of each brand; the group's website and mobile app have been rebuilt on the Adobe platform, with the goals of increasing direct bookings, accelerating iteration of personalization capabilities, and making hotel content more suitable for AI platforms. The company also plans to launch an app for AI platforms in 2027, integrated with the membership system. On the same day, another report said that BWH Hotels announced it would unify its 18 brands and more than 4,000 hotels under the WorldHotels global master brand, but the brands would not be renamed. On October 28, parent company BWH Hotels announced at its annual conference in Phoenix that it would be renamed WorldHotels, with the names of its 18 brands remaining unchanged. Regarding the timing of the membership system merger, earlier reports said Best Western Rewards and WorldHotels Rewards would merge under the WorldHotels name on January 5, but did not specify the year; later reports said the two programs would merge into WorldHotels Rewards, covering more than 70 million members, with the new program launching on January 5, 2027 and adopting a three-tier structure. The renaming has now been announced at the conference, and the membership system merger is set for January 5, 2027.