BWH Hotels, the parent company of Best Western, renamed itself WorldHotels on 27 October 2026.
What changes
The new name applies to the group, not to its hotels. Best Western and SureStay keep their names. The group counts about 4,000 hotels, 18 brands and some 70 million loyalty members in more than 100 countries and territories.
A single loyalty programme, WorldHotels Rewards, will launch on 5 January 2027. It will replace Best Western Rewards and the existing WorldHotels Rewards, with three status tiers. Members keep their status, their member rates and their points, which do not expire. A new website and a redesigned mobile app are also planned.
Where the name comes from
The group bought WorldHotels Collection, a network of about 300 independent hotels and resorts, in 2019. It then took the name BWH Hotel Group, shortened to BWH Hotels in 2023.
Larry Cuculic, president and CEO, told CoStar News Hotels that the change aims to show the diversity of a portfolio travellers know poorly. The group has given no revenue or membership targets.
The signal
Groups now present themselves to travellers through their most upmarket name. Behind the logo, what they really want to unify is the loyalty programme, the main tool for winning direct bookings from the online agencies.
