Another week, another hotel merger. Phoenix-based Best Western Hotels & Resorts has acquired Frankfurt, Germany-based WorldHotels, a collection of approximately 350 upscale independent properties in 250 destinations around the world, which Best Western said will greatly enhance its portfolio offerings in the upper-upscale and luxury segments.
"There is tremendous synergy between Best Western and WorldHotels. By joining forces in this new partnership, we will create competitive advantages for both companies," said David Kong, Best Western's president and CEO. "I have the utmost respect for WorldHotels and believe in its vast potential."
While WorldHotels will continue to operate separately from Best Western, it will benefit from the giant hotel company's robust e-commerce platform, strong partnerships, award-winning loyalty program, sales and marketing support, global distribution network and powerful revenue engines. The Best Western portfolio currently numbers 4,200 hotels in 100 countries.
"Best Western is one of the largest, most respected and trusted hotel brands," said Geoff Andrew, CEO of WorldHotels, in a statement announcing the acquisition. "As we join forces, the combined power of our brands sets the stage for a bright future for both Best Western and WorldHotels.
"Through its established senior leadership team and regional presence in each market, Best Western brings a new level of expertise that will undoubtedly help grow the WorldHotels brand in key markets," added Andrew, who will continue at the helm of luxury brand.
Over the past several years, Best Western, which was founded in 1946 and now encompasses 13 brands, has been bulking up its portfolio by tapping into new market segments, particularly in the boutique sector. In 2018 the company launched two new boutique brands, Sadie and Aiden. Sadie will fit in the upscale segment, while Aiden will compete in the upper-midscale segment. This followed the 2016 launching of two midscale boutique brands, Glo Hotels and Vib, to compete in secondary and primary markets, respectively.
"In the coming months, our focus will be to unlock WorldHotels' potential by improving revenue delivery to its hotels while protecting its independent identity," said Kong. "We truly believe our platform and revenue engines will benefit WorldHotels and attract many more independence-minded, quality hotels to join the brand."