Independent hoteliers offering a destination-focused and authentic guest experience will have the opportunity to benefit from WorldHotels marketing and support nous after BWH Hotel Group launched a new dedicated sub-brand catering to the market segment.
The WorldHotels Crafted Collection, announced at the Americas Lodging Investment Summit (ALIS) in Los Angeles, will allow hoteliers to reach wider markets to share their individual stories of authenticity, with minimal branding requirements. In return, hoteliers will receive marketing and revenue support and access to group-wide customer bases, while retaining individualism and opportunities to create.
Eligibility and qualifying requirements will see hotels required to maintain a TripAdvisor rating of 4.5 or higher and to actively market their product to guests craving an authentic destination experience coupled with world-class customer service. Qualifying properties must also be offering a guest experience in the upscale, upper-upscale and luxury standards.
Accepted hoteliers will be granted access to the BWH Hotels Group rewards and loyalty program as well as group-wide partnerships, benefiting from a strong digital presence and a global sales team.
The move comes around a year after BWH Hotel Group acquired the WorldHotels group, introducing the former Best Western organisation to the luxury market via a dedicated brand portfolio. It also follows the introduction earlier this year of the WorldLuxury Affinity Program, an invitation-only support program to assist hoteliers with branding, marketing and promotion.
BWH Hotel Group CEO, David Kong, said he was thrilled to be seeing the WorldHotels label flourishing under the BWH strategic partnership formed last year.
“The WorldHotels Crafted Collection is set to become one of the most authentic, daring and brave collections of independent hotels around the globe.
“The sophisticated infrastructure of BWH Hotel Group, together with and the creativity and rich experience of the WorldHotels team, will undoubtedly make WorldHotels Crafted Collection a remarkable success,” Kong added.