BWH Hotel Group Managing Director, Graham Perry.

Fifteen hotel brands operating globally for Best Western Hotels and Resorts have been aligned together under one new tri-tiered corporate umbrella, with the company this week introducing the BWH Hotel Group.

Aimed at amplifying the brand collection to hotel investors, developers and the wider corporate travel management community, the new structure will work to showcase a presence by BWH Hotel Group across all major market sectors as well as coverage across sub-sectors such as upper-midscale, which is where the company’s flagship Best Western brand will remain.

Speaking exclusively to HM, BWH Hotel Group Australasia Managing Director, Graham Perry, said the new company structure would help the company scale up in this region, which was one of its core objectives.

Best Western’s new tiered brand structure covers all major market segments.

“As 65 per cent of all our properties in the region are currently Best Western and a further 19 per cent Best Western Plus, there is great potential to grow the other 13 brands plus consolidate and fill in the gaps with Best Western and Best Western Plus properties in regional areas and capital cities, particularly fringe areas,” Perry said.

He added the harmonised rebrand would enhance the brand image by reflecting its 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.

“Guests will not experience any change. Our brand development collateral for investors, brokers, hoteliers will reflect this new brand structure going forward.”

The new structure takes effect immediately, with each brand continuing to be marketed on its individual merits to consumers.

Speaking on the impact of the change as it relates to the Best Western name, Perry said: “I believe it strengthens the existing brands and provides further clarity in terms of alignments of these and all our brands by tier. It champions the Best Western brand as a mid-tier brand and offers other solutions for all other tiers.”