BWH Hotels, the US-headquartered hospitality group behind Best Western, is bringing more than 4,000 hotels across 100 countries under WorldHotels as its global masterbrand, consolidating 18 brands, loyalty programmes and digital platforms under a unified identity.
The transformation aims to strengthen brand recognition and simplify hotel discovery and bookings across luxury, boutique, upscale, extended-stay and economy accommodation. Existing hotel names and identities will remain unchanged, allowing independently owned properties to retain their character while benefiting from the group’s international distribution network.
“We have a hotel for practically every type of trip, but many travellers know only part of our portfolio,” said Larry Cuculic, President and CEO of WorldHotels. He said the new identity would help travellers better understand the group’s offerings while enabling independent hotel owners to compete internationally.
The announcement comes amid renewed domestic travel demand and plans to strengthen Bangladesh’s tourism infrastructure. During the December 2025 holiday season, hotels and resorts across major destinations reported occupancy levels of 60–80%. The government has also outlined plans for international-standard hospitality facilities in Cox’s Bazar, Sylhet and Khulna, alongside greater private-sector participation.
WorldHotels currently operates three properties in Bangladesh: Best Western Plus Maple Leaf and Best Western Plus Runway in Dhaka, and Best Western Heritage in Cox’s Bazar. Its development pipeline includes four additional properties across Cox’s Bazar and Chattogram.
Ranjan Bhattacharya, Chairman, WorldHotels, South Asia, said, “Great brands are built on trust, strengthened by their legacy and sustained by their ability to evolve. The transition to WorldHotels marks an important step in that journey, allowing us to build on Best Western’s established foundation while creating greater opportunities for our hotel partners and guests. As Bangladesh’s hospitality sector enters an exciting phase of growth, WorldHotels reflects our confidence in the country’s potential and our commitment to bringing global standards, wider international reach and distinctive hospitality experiences to the market, while preserving the individuality and local character that make Bangladesh’s hospitality unique.”
Atul Jain, Chief Operating Officer, WorldHotels, South Asia, said, “Bangladesh has opportunities in both business and leisure hospitality, and we see considerable potential in the markets where we already operate. WorldHotels will help our hotel partners reach a wider international audience and benefit from a stronger distribution network, while continuing to serve travellers in their respective markets.”
The transformation includes WorldHotels Rewards, launching on January 5, 2027, which will combine existing loyalty programmes for approximately 70 million members worldwide. The three-tier programme will retain benefits such as member rates, status matching and points that never expire.
A redesigned website and mobile application will integrate reservations, rewards and local destination information, supported by more than 10,000 hours of insights from hotel teams worldwide. The group’s luxury and upscale independent properties will also be brought together under WorldHotels Collection, comprising six brands.