Best Western parent company renamed WorldHotels and integrating membership program
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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.
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- Pinchain TourismBWH Hotels launches comprehensive transformation, grouping 18 brands under the flagship WorldHotels brand
BWH Hotels announces a comprehensive transformation, grouping more than 4,000 hotels across its 18 brands under a single loyalty program and the global flagship brand WorldHotels; the program will officially launch on January 5, 2027.
- Hotel Dive FeedBWH Hotels Renamed WorldHotels and Launches Comprehensive Transformation
BWH Hotels announced its renaming as WorldHotels, bringing its more than 4,000 hotels and 18 brands under a unified master brand and loyalty program. The former Best Western Rewards and WorldHotels Rewards will merge into WorldHotels Rewards, covering more than 70 million members; the new program will launch on January 5, 2027, and adopt a three-tier structure.
- Skift FeedBest Western parent company BWH renamed WorldHotels
BWH Hotels, the parent company of Best Western, announced at its annual conference in Phoenix that it is renaming itself WorldHotels, while the names of its 18 brands remain unchanged. The two loyalty programs, Best Western Rewards and WorldHotels Rewards, will merge under the WorldHotels name on January 5.
- Business Travel NewsBWH Hotels unifies 18 brands under the WorldHotels master brand
BWH Hotels announced that it will unify its 18 brands and more than 4,000 hotels under the WorldHotels global master brand, but the individual brands will not be renamed.
- PhocusWire All NewsBest Western rebrands as WorldHotels, merges loyalty programs and upgrades digital platform
Best Western Hotels announced to hotel owners on October 27 that it will unify its 4,000 hotels and 18 brands under the WorldHotels master brand, while merging the two loyalty programs 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 adaptable to AI platforms. The company also plans to launch an app for AI platforms in 2027, integrated with the loyalty program.
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