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UK: BWH Hotels GB has rebranded as WorldHotels GB as part of a global strategy bringing more than 4,000 hotels across 100 countries under the WorldHotels masterbrand.
The change applies at parent-company level, with more than 200 independent hotels and 12,000 rooms across Great Britain now represented by WorldHotels GB.
Individual properties will retain their existing brands, identities, signage and hotel flags, including Best Western and BW Premier Collection.
The group currently has nearly 50 hotels in its 12-month development pipeline. This follows the addition of 12 hotels and almost 600 rooms during 2026, with a further six properties expected to join before the end of the year.
Premium and upscale properties represent approximately 15 per cent of the current GB portfolio. WorldHotels GB plans to increase its overall portfolio by 50 per cent by 2029, with growth expected to include premium and extended-stay hotels.
Tim Rumney, CEO of WorldHotels GB, said: “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.”
The global group will also launch WorldHotels Rewards on 5 January 2027, combining Best Western Rewards and the existing WorldHotels Rewards programme.
The unified scheme will bring together 53 million members and introduce three membership tiers. Existing points and benefits will be retained, including status matching, member rates and points that do not expire.
Reward-member bookings currently generate 27 per cent of WorldHotels GB’s hotel revenue in Britain.
Larry Cuculic, president and CEO of WorldHotels, said the unified strategy would connect the group’s hotel brands, loyalty programme and digital capabilities while preserving the independence of its properties.
The rebrand is intended to provide independent hotel owners with greater international reach and shared distribution capabilities without requiring them to surrender their individual positioning.
Highlights
- BWH Hotels GB has rebranded as WorldHotels GB.
- More than 200 independent hotels and 12,000 rooms sit within the GB portfolio.
- Individual hotel brands and identities will remain unchanged.
- The group has nearly 50 hotels in its 12-month development pipeline.
- WorldHotels GB plans to expand its portfolio by 50 per cent by 2029.
- WorldHotels Rewards will launch globally on 5 January 2027.
- The loyalty programme will bring together 53 million members.
