Refreshed WorldHotels brand ready to welcome travellers across global portfolio

Transforming from BWH Hotels, the launch of WorldHotels reflects a modern, global hospitality offering with new streamlined loyalty programme, upgraded digital experience

Brought to you by WorldHotels 

Modern travellers want simplicity, authenticity and local experiences. Positioning itself to meet the needs of these travellers, BWH Hotels announced a consolidation of its global portfolio to WorldHotels on October 27, 2026. 

More than just a rebranding, this is a natural business evolution for the brand – a refreshed, global identity that better reflects the breadth, diversity and appeal of the portfolio for modern travellers. 

“We have a hotel for virtually every travel occasion, but many travellers only know a portion of our portfolio,” said Larry Cuculic, president and CEO, WorldHotels. “WorldHotels gives us a clearer way to tell our story. By connecting our brands, loyalty programme and digital capabilities together under one masterbrand, we’re making it easier for travellers to understand who we are today, while enabling our hoteliers to better compete on a global scale and preserving the independence and individuality of our 4,000 hotels.”

The WorldHotels portfolio comprises its three hotel companies: WorldHotels, Best Western Hotels & Resorts, and SureStay Hotels, representing 18 brands and over 4,000 properties across more than 100 countries.

The Best Western brand continues to be a core pillar of the WorldHotels portfolio. Upscale and luxury hotels in the portfolio will be unified under the WorldHotels Collection umbrella, comprising properties that offer unique perspectives and experiences rooted in local authenticity, thoughtful design and exceptional service. 

WorldHotels Collection comprises six categories: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop and WorldHotels Residences.

WorldHotels Residences extends the brand into luxury residential living, while WorldHotels Backdrop features properties in immersive natural settings and elevated accommodations.

Loyalty rewards, simplified 

Part of the refresh is a new, unified loyalty programme that makes it easier to earn and use points. It consolidates Best Western Rewards and WorldHotels Rewards with approximately 70 million existing members.

Starting January 5, 2027, the new programme features three streamlined membership tiers while protecting current benefits such as status matching, member rates and points that never expire. 

Members will get access to exclusive rates and perks for more rewarding stays with over 4,000 locations to use them. 

Members will retain their existing points value and enjoy additional opportunities to earn points, while gaining access to a more connected global portfolio and simplified rewards experience.

“WorldHotels Rewards was designed with our guests at the heart of every decision. Through extensive consumer research and member feedback, we learned that travellers want a loyalty program that feels intuitive and transparent, that recognizes them wherever they travel,” said Joelle Park, chief marketing officer, WorldHotels. “By bringing our loyalty programme together under WorldHotels Rewards, we’re making it easier for guests to discover the full breadth of our portfolio, find the right hotel for every journey and feel welcomed wherever they stay.”

More details will be announced on November 16.

Alongside the programme, WorldHotels has upgraded its digital infrastructure with a new unified website and mobile app, launching in January. Guests can easily access exclusive offers and book stays, access the rewards programme and discover local experiences at their destination. 

Experience the new world of WorldHotels for all types of travellers, taking you closer to your destination through authentic experiences.