Best Western® Hotels & Resorts has announced the creation of the BWH Hotel GroupSM, 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.
This brand architecture showcases the full portfolio of diversified hotel solutions on offer to the buying community of travel management companies and corporate accounts. BWH Hotel Group offers travel solutions for a variety of procurement needs and highlights the organisation’s impressive scale in the developer and investor communities.
According to Managing Director of Best Western Hotels & Resorts for Australasia, Graham Perry, the establishment of BWH Hotel Group demonstrates Best Western Hotels & Resorts’ contemporary and comprehensive portfolio.
“BWH Hotel Group offers increased scale that will deliver improved synergies and efficiencies to all of our hotels and stakeholders,” says Perry. “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.”
WorldHotels Collection, Best Western Hotels & Resorts and SureStay Hotel Group will each retain their individual identities, while also reaping the benefits of improved synergies and efficiencies of BWH Hotel Group. Australasian employees representing the entire portfolio of brands will begin using BWH Hotel Group email addresses.
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