BWH Hotels Unveils Transformation: More Than 4,000 Hotels and 18 Brands Unite Under WorldHotels Masterbrand, Unified Loyalty Program Launches January 5, 2027
BWH Hotels on October 27 announced a comprehensive enterprise transformation in Phoenix, bringing more than 4,000 hotels and 18 brands across 100 countries under a single global masterbrand, WorldHotels, and introducing a unified loyalty program, WorldHotels Rewards, scheduled to launch on January 5, 2027. Individual property identities, signage and brand flags will remain unchanged.
The new program consolidates Best Western Rewards and the existing WorldHotels Rewards, which together have about 70 million members, into a single program with three membership tiers. The company said current benefits, including status matching, member rates and non-expiring points, will remain in place and members will retain the value of their existing points. Further details are scheduled to be announced on November 16, 2026.
"We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio," said Larry Cuculic, President and Chief Executive Officer of WorldHotels. "By connecting our brands, loyalty program and digital capabilities under one masterbrand, we're making it easier for travelers 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 transformation also includes a new WorldHotels website and a redesigned mobile app, featuring a proprietary discovery platform built from more than 10,000 hours of information gathered from hotel teams across the portfolio, covering hotels, neighborhoods and local experiences alongside booking and loyalty management. Upscale and luxury properties will be grouped under WorldHotels Collection, with six categories: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop and WorldHotels Residences.
Source: GSM · USA (original Chinese edition)
Photo: Best Western Hotel Trollhättan, Sweden, CC BY-SA 4.0, via Wikimedia Commons
