Best Western Hotels & Resorts has announced the creation of the BWH Hotel Group, a parent organisation that brings the company’s full suite of 15 brands under one umbrella.
BWH Hotel Group is comprised of three core identities spanning every chain scale segment: SureStay Hotel Group, Best Western Hotels & Resorts and WorldHotels Collection, which will each retain their individual identities.
“BWH Hotel Group offers increased scale that will deliver improved synergies and efficiencies to all of our hotels and stakeholders,” said Graham Perry, managing director of Best Western Hotels & Resorts for Australasia.
“This harmonised solution will also contribute to enhancing the brand and modernising our image to reflect our full suite of offerings.
“The establishment of the umbrella brand continues our journey of transformation and embraces the industry-wide trend of providing diverse solutions through a single branded portfolio. We remain committed to responding to customer needs and believe BWH Hotel Group will allow us to do so more effectively.”