Best Western Rewards to merge into WorldHotels Rewards in 2027

The parent company of Best Western hotels has changed its name from BWH Hotels to WorldHotels, aiming to attract a wider range of travelers, Skift reported. Despite the rebranding of the parent company, the 18 individual hotel brands, including Best Western, will retain their names.

As part of this corporate change, the two loyalty programs—Best Western Rewards and WorldHotels Rewards—will merge under the WorldHotels Rewards name on January 5, 2027, according to The Points Guy. The merger will unify benefits and points for members across the brands.

The rebranding reflects the company's growth from a single brand in 2010 to a portfolio of 18 brands spanning luxury, boutique, upscale, extended-stay, and economy segments. The CEO noted that public awareness has not kept pace with this evolution.

While the parent company has rebranded, the Best Western brand remains unchanged for travelers, and hotel owners were informed of the change at an annual convention. The loyalty program merger is expected to maintain the value of points and benefits for members, with no devaluation reported.

This change is significant for members of both loyalty programs as they prepare for the transition early next year. Travelers and members should watch for communications detailing how their points and elite status will be handled under the new WorldHotels Rewards program.