BWH Hotels宣布全球转型：4,000多家酒店与18个品牌统一至WorldHotels主品牌，统一忠诚计划2027年1月5日上线
BWH Hotels 10月27日在 Phoenix 宣布企业转型：把旗下分布在100个国家的4,000多家酒店与18个品牌，统一到单一主品牌 WorldHotels 之下，并推出统一的忠诚会员计划 WorldHotels Rewards，定于2027年1月5日上线；各酒店自身的名称、招牌与品牌标识保持不变。
新计划将合并 Best Western Rewards 与现有的 WorldHotels Rewards，两个计划合计约有7,000万会员，统一后设三个会员等级。公司说，会员现有积分的价值予以保留，身份匹配、会员房价与积分不过期等现有权益继续有效；统一细则定于2026年11月16日公布。
WorldHotels 总裁兼首席执行官 Larry Cuculic 说，公司几乎能满足每一种出行场景的住宿需求，但许多旅客只了解其产品组合的一部分；把品牌、忠诚计划与数字能力连接到一个主品牌之下，能让旅客更容易理解今天的公司，也让旗下酒店业主在全球范围内更有竞争力，同时保留4,000家酒店各自的独立性与个性。
转型还包括推出新的 WorldHotels 官网与重新设计的手机应用，其中包括一个汇集了全组合酒店团队逾10,000小时调研信息的自有发现平台，帮助旅客了解酒店、周边社区与本地体验，并统一管理预订与会员权益。高端与奢华酒店将归入 WorldHotels Collection，分设 WorldHotels Luxury、WorldHotels Elite、WorldHotels Distinctive、WorldHotels Crafted、WorldHotels Backdrop 与 WorldHotels Residences 六个类别。
BWH Hotels Unveils Transformation: More Than 4,000 Hotels and 18 Brands Unite Under WorldHotels Masterbrand, Unified Loyalty Program Launches January 5, 2027
BWH Hotels on October 27 announced a comprehensive enterprise transformation in Phoenix, bringing more than 4,000 hotels and 18 brands across 100 countries under a single global masterbrand, WorldHotels, and introducing a unified loyalty program, WorldHotels Rewards, scheduled to launch on January 5, 2027. Individual property identities, signage and brand flags will remain unchanged.
The new program consolidates Best Western Rewards and the existing WorldHotels Rewards, which together have about 70 million members, into a single program with three membership tiers. The company said current benefits, including status matching, member rates and non-expiring points, will remain in place and members will retain the value of their existing points. Further details are scheduled to be announced on November 16, 2026.
"We have a hotel for virtually every travel occasion, but many travelers only know a portion of our portfolio," said Larry Cuculic, President and Chief Executive Officer of WorldHotels. "By connecting our brands, loyalty program and digital capabilities under one masterbrand, we're making it easier for travelers to understand who we are today, while enabling our hoteliers to better compete on a global scale and preserving the independence and individuality of our 4,000 hotels."
The transformation also includes a new WorldHotels website and a redesigned mobile app, featuring a proprietary discovery platform built from more than 10,000 hours of information gathered from hotel teams across the portfolio, covering hotels, neighborhoods and local experiences alongside booking and loyalty management. Upscale and luxury properties will be grouped under WorldHotels Collection, with six categories: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted, WorldHotels Backdrop and WorldHotels Residences.
来源：GSM·美国（原文链接）
图片来源：Best Western Hotel Trollhättan, Sweden, CC BY-SA 4.0, via Wikimedia Commons
