BWH Hotels GB to become WorldHotels GB as global group unifies its brand and loyalty strategy

BWH Hotels GB is to become WorldHotels GB as part of a global brand refresh bringing more than 4,000 hotels across 100 countries under the WorldHotels masterbrand.

The move will see the British business adopt the WorldHotels GB name at parent-brand level. Its hotels will retain their existing brands, identities, signage and property flags.

The announcement forms part of a wider global refresh of the group's brand positioning, alongside the launch of WorldHotels Rewards™, a new loyalty programme combining Best Western Rewards™ and WorldHotels Rewards™.

BWH Hotels GB currently represents more than 200 independent hotels across Great Britain, with a total of more than 12,000 rooms. The group currently has nearly 50 hotels in its 12-month development pipeline. 

These range from cities such as York and London to urban, suburban, coastal and rural destinations, where independent owners are looking to benefit from global reach. 

The pipeline builds on 12 hotel additions, totalling almost 600 rooms so far this year, with an additional six properties expected to go live by the end of 2026.

Premium and upscale properties currently account for approximately 15 per cent of the GB portfolio, with growth in these segments supporting the group’s ambition to expand its total portfolio by 50 per cent by 2029.

The refreshed brand strategy is intended to raise awareness of the breadth of the group's portfolio and help travellers understand the range of hotels available across its brands, from midscale independent properties with strong local identities to premium hotels.

For hotel owners, the change brings the GB business under a unified global brand strategy while allowing individual properties to retain their identity and independence.

Tim Rumney, CEO of WorldHotels GB, formerly BWH Hotels GB, said: “Independent hoteliers across Great Britain have faced a challenging few years and we want to help them compete and grow in a changing market. Becoming WorldHotels GB is an important step in that ambition, giving us greater scope to reach global audiences and meet the expectations of today's travellers.

“Our hotels will retain their existing brands and identities. Best Western remains at the heart of our business, but the refreshed brand strategy also gives us greater scope to grow in premium and extended-stay segments, where we see significant opportunity.

“We have ambitious plans to grow our business in Great Britain over the next five years. Alongside attracting new hotels, we’ll continue to focus on quality and the guest experience, helping independent hoteliers benefit from the reach of a global group without losing what makes their properties unique.”

WorldHotels Rewards™ will launch globally on 5th January 2027, bringing together 53 million existing Best Western Rewards™ and WorldHotels Rewards™ members. 

Bookings made by Reward customers currently accounts for 27 per cent of total hotel revenue in Britain for World Hotels GB.

The programme will have three streamlined membership tiers while retaining existing benefits, including status matching, member rates and points that do not expire. Members will retain their existing points value.

Larry Cuculic, president and CEO of WorldHotels, said: “We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio.

“WorldHotels gives us a clearer way to tell our story. By connecting our brands, loyalty program and digital capabilities together 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.”