Published on : Thursday, February 21, 2019
Best Western Hotels & Resorts acquires WorldHotels. Two years earlier WorldHotels was bought by Associated Luxury Hotels. The acquisition lets Best Western foray into the upper upscale and luxury segments.
Best Western launched soft brands such as the BW Premier Collection in 2015 targeting upscale and upper upscale independent hotels; SureStay Collection in 2016 targeting upper economy and midscale properties, and BW Signature Collection in 2017 which goes for the upper midscale hotels.
Frankfurt-based WorldHotels’ has more than 300 hotels and resorts in its portfolio. It plugs the high-end segments for the chain.
Associated Luxury Hotels’ is focused on expanding its meetings service across the luxury sector; while WorldHotels is focused on corporate and leisure sales. Probably these incongruent goals led to their break up.
WorldHotels hopes to benefit from Best Western’s robust and scalable e-commerce platform, strong partnerships, award-winning loyalty program, effective sales and marketing support, global distribution network, and powerful revenue engines.
WorldHotels intends to maintain its identity and to be marketed separately from Best Western. Geoff Andrew will continue as CEO of WorldHotels for the foreseeable future, said Kong.
Andrew said: “Best Western is one of the largest, most respected and trusted hotel brands. As we join forces, the combined power of our brands sets the stage for a bright future for both Best Western and WorldHotels. Through its established senior leadership team and regional presence in each market, Best Western brings a new level of expertise that will undoubtedly help grow the WorldHotels brand in key markets.”