“Best Western Parent Rebrands as WorldHotels in Bid for Broader Traveler Appeal” — what this page in the network covers. The parent company of Best Western has announced a new name: WorldHotels. This marks the second rebrand for the organization, which previously operated as BWH Hotel Group. The move aims to attract a wider range of travelers beyond the traditional Best Western midscale brand.
However, the biggest challenge may come from within, as its own members—thousands of independent hotel owners—must embrace the new identity. The company, headquartered in Phoenix, Arizona, oversees roughly 4,300 hotels across more than 100 countries under brands like Best Western, Best Western Plus, and Executive Residences by Best Western. By adopting the WorldHotels name, the parent seeks to signal a portfolio that spans luxury and lifestyle segments while retaining its core value offerings. The full version stays on the original page, which this listing opens directly.