Best Western Hotels & Resorts Acquires WorldHotels

Main Photo: The Amilla Fushi, Baa Atoll, Maldives – a WorldHotels hotel

Date: February 2019

Location: Global

Name: Best Western and WorldHotels

No. of Keys: WorldHotels – 300 hotels.

Seller: US based Associated Luxury Hotels – AHLI, who acquired Frankfurt-based WorldHotels in February 2017. Prior to that WorldHotels was once part of Steigenberger Hotels, as SRS WorldHotels and linked to IHS, Trust International and Nexus (2014). Trust was acquired by Sabre for US$154m in November 2015.

At that time AHLI said “The acquisition represents a timely and unique opportunity to increase Associated Luxury Hotels’ competitiveness and profile with the addition of remarkably complementary, membership-based service offerings and a geographically diverse network.

Worldhotels, established in 1997, will remain focused on the individual business traveller, leisure and meeting sector solutions and expertise for its 75,000 rooms among 350 member hotels and resorts around the world.

ALHI will continue focusing on the North American meetings, incentives, conventions and exhibitions marketplace for its membership of more than 250 luxury-level independent hotels and resorts totalling 138,500 rooms, plus their Global Luxury Alliance members across the globe.

ALHI had already announced to its members that it plans to establish “ALHI boots on the ground,” augmenting its ALHI GSO sales team into Europe in 2017.

Both ALHI and Worldhotels have been exploring means of expanding their geographic reach, talent pool, market penetration, and tactical deployment, making this strategic combination beneficial to both organisations and their memberships.

At the time the plan was to manage the two brands separately.

The WorldHotels Collection is classified into three tiers: WorldHotels Luxury, WorldHotels Elite and WorldHotels Distinctive.

Buyer: Best Western Hotels & Resorts announced today it has acquired renowned global hotel brand WorldHotel representing a collection of hotels and resorts in premier destinations around the world.

Best Western, headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of over 4,200 hotels in nearly 100 countries and territories worldwide.

“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, President and CEO of Best Western Hotels & Resorts. “I have the utmost respect for WorldHotels and believe in its vast potential.”

The acquisition of WorldHotels was completed last week. The WorldHotels brand will play a critical role in enhancing Best Western’s portfolio of offerings to include the upper upscale and luxury segments.

WorldHotels will maintain its distinctive personality and individuality while benefiting from Best Western’s robust and scalable E-Commerce platform, strong partnerships, award-winning loyalty program, effective sales and marketing support, global distribution network, and powerful revenue engines.

“Best Western is one of the largest, most respected and trusted hotel brands,” said Geoff Andrew, CEO, WorldHotels. “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.”

Best Western has been on a journey of amazing transformation over the past several years. In the last year alone, Best Western was named one of the world’s Most Innovative Companies by Fast Company, expanded its portfolio to 13 dynamic brands reaching new guests in new segments, and won a record number of industry awards and accolades.

The acquisition is a testament to Best Western’s commitment to growth, modernisation and continued progression, bolstering the company’s position as a trusted leader in the global hospitality industry.

“In the coming months, our focus will be to unlock WorldHotels’ potential by improving revenue delivery to its hotels while protecting its independent identity.

We truly believe our platform and revenue engines will benefit WorldHotels and attract many more independence–minded, quality hotels to join the brand. We are very pleased that Geoff Andrew will continue as CEO of WorldHotels for the foreseeable future,” concluded Kong.

THPT Comment: OK we have seen Marriott buy Starwood, Accor buy a lot, IHG buy Six Senses, Hyatt buy Two Roads…but this is the first Mega hotel marketing representation company buy a rival of this size. Great move for Best Western.

First Seen: Hotel Online

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