BWH Hotels — the official name of the company long referred to as Best Western — is unique in that it mostly runs through a non-profit membership model.
BWH Hotels has 18 brands that cover a range of lodging, from budget stays to boutique-style properties, resorts, and extended stays. Founded in 1946, BWH Hotels is headquartered in Phoenix, Arizona.
In room count, the group had about 336,000 rooms as of September 2025, making it smaller than some other well-known hotel groups. It had over 3,900 hotels across more than 100 countries. That represented a net drop from pre-pandemic levels, when it had 4,500 hotels. However, the company aims to expand its footprint to 5,000 hotels worldwide by 2030.
BWH Hotels says it has the second-largest number of soft-branded hotels of any hotel group. That means it has more than 500 hotels with more flexible brand standards for developers. One example is The Stratosphere (“The Strat”) on the Las Vegas Strip.
BWH Hotels’ Categories & Brands
Extended Stay: @Home by Best Western, Executive Residency, SureStay Studio
Value: SureStay Hotels, SureStay Plus, SureStay Collection
Timeless: Best Western, Best Western Plus, Best Western Premier, GLo
Aspirational: WorldHotels Luxury, WorldHotels Elite, WorldHotels Distinctive, WorldHotels Crafted
Boutique: Vib, Sadie, Aiden
Collection: BW Premier Collection, BW Signature Collection
Extended Stay
@Home Best Western
- Global Footprint: 1 open, 1 in the pipeline.
BWH Hotels Take: “@HOME by Best Western offers a mid-priced, apartment-style design with flexible extended-stay options and amenities focused on comfort and convenience. In 2025, BWH Hotels opened its first property in Walkerton, Ontario, the dual-branded Best Western Plus Walkerton Hotel & Conference Centre.”
Skift Take: Brand launched in October 2022 under a slightly different name, and the first U.S. property will open in 2026 in St. George, Utah. The development pipeline is well below its goal of having 100 in the works by 2026. Yet BWH Hotels has been retooling the brand to make it more appealing to developers, such as by being flexible about guestroom and meeting space sizes. For consumers, stays don’t include breakfast, though there’s typically a place to buy supplies, and the rooms are designed with road warriors in mind.
Executive Residency by Best Western
- Global Footprint: 10 hotels globally
BWH Hotels Take: “Executive Residency by Best Western offers spacious, well-appointed suites designed for long-term stays.”
Skift Take: A step above what @Home by Best Western (above) offers, this brand, which debuted in 2016, has a handful of properties in five countries. This brand combines the comforts of home with professional amenities, making it ideal for business travelers and extended vacations.
SureStay Studio by Best Western
- Global Footprint: 12 hotels globally
BWH Hotels Take: “Designed for extended stays, featuring amenities such as kitchenettes and spacious work areas, providing practical and comfortable accommodations for guests who need a home away from home.”
Skift Take: A premium-economy extended stay option, SureStay Studio was launched in 2019, addressing a gap in Best Western’s portfolio. It’s a conversion brand, which is more popular than new construction brands when developers face rising interest rates.
Value
BWH Hotels Take: “Provides value-driven accommodations, with a focus on quality and affordability, offering a comfortable stay with essential amenities for budget-conscious travelers.”
Skift Take: The company added this premium economy brand in 2016. Unlike most of the other non-profit BWH Hotels’ brands, SureStay operates under a low-cost franchising model. It has grown fast in the premium economy segment.
- Global Footprint: 96-plus hotels
BWH Hotels Take: “Great value with quality extras. Whether for leisure or business, SureStay Plus Hotels is the perfect choice for those who like to travel simply and casually.”
Skift Take: The next step up in the SureStay family, Plus offers extras such as breakfast, Wi-Fi, pools, and fitness centers. Post-pandemic, BWH Hotels removed several properties from the system to ensure consistent quality standards.
SureStay Collection by Best Western
BWH Hotels Take: “Offers a variety of hotels that deliver consistent value and quality, ideal for travelers seeking reliable and cost-effective lodging solutions.”
Skift Take: Sitting at ‘premium economy,’ or the higher end of the SureStay brand family, SureStay Collection is a soft brand. That means it offers developers and owners flexibility on standards, helping to keep costs. For consumers, the look and feel differ somewhat from property to property.
Timeless
- Global Footprint: 1,693 hotels globally
BWH Hotels Take: “Best Western is a globally recognized brand known for its consistency, comfort and reliability. It offers well-maintained properties and a familiar experience for travelers who value dependability and convenience. In 2026, the brand will celebrate 80 years of legacy and hospitality.”
Skift Take: Best Western’s namesake, the brand that started it all, is one of the most recognizable brands in North America and Asia Pacific. It prides itself on good value and amenities, including free Wi-Fi and free breakfast. The midscale brand targets both leisure and business travelers.
- Global Footprint: 1,160 hotels globally
BWH Hotels Take: “Offering enhanced amenities and comfort, Best Western Plus properties cater to guests who appreciate a higher level of service without the premium price.”
Skift Take: A step up from the Best Western brand, Best Western Plus is a consistent performer with an average occupancy rate of around 70% (in North America). The upper-midscale brand has growth on the agenda, with about 150 hotels in the pipeline. Guests can expect a restaurant on-site with a broader menu than at the foundational Best Western, plus some other higher-quality amenities. Breakfast isn’t free.
- Global Footprint: 116 hotels globally
BWH Hotels Take: “Provides superior levels of comfort and service in upscale hotels, ensuring a premium experience for travelers seeking reliability and quality.”
Skift Take: A stylish hotel chain with a global presence, Premier targets upscale leisure and business travelers. This upscale brand offers restaurants but not free breakfasts.
- Global Footprint: 13 hotels in the U.S. and Canada
BWH Hotels Take: “Designed for modern travelers who seek a sleek, stylish environment. With innovative amenities, contemporary design, and smart technology, the brand offers a fresh hotel experience.”
Skift Take: GLo was founded in 2015 to bolster its U.S. presence in the upper midscale market. The brand currently exists exclusively in North America. It offers some “lifestyle” design elements, such as playful paint colors and lobby decor, without going fully into boutiques with, say, rooftop bars. The GLō Best Western Bronx opened as a 72-room, newly constructed hotel in the heart of the Bronx, New York City, in the summer of 2025.
Aspirational
- Global Footprint: 11 hotels globally
BWH Hotels Take: “Offering unparalleled luxury, where opulent accommodations and exceptional service create unforgettable experiences, WorldHotels Luxury caters to discerning travelers seeking high-end, bespoke stays.”
Skift Take: BWH Hotels acquired the WorldHotels brand (and its four collections) in 2019. It has retained the now 52-year-old brand’s personality. There’s room for expansion: The Luxury Collection has doubled since the sale, expanding into Spain and western Canada. Some properties, including several in Asia Pacific, charge $1,000 a night.
- Global Footprint: 49 hotels globally
BWH Hotels Take: “Providing premium accommodations and superior service in sought-after destinations. Perfect for high-profile guests seeking elite experiences with sophisticated, world-class standards.”
Skift Take: This brand features big-box, upper-upscale hotels in city centers and other high-demand locations, typically with hundreds of guest rooms. The Stratosphere in Las Vegas, with about 2,500 rooms, is the biggest.
- Global Footprint: 41 hotels globally
BWH Hotels Take: “Each WorldHotels Distinctive property is an extraordinary landmark, representing the best of its locale. These unique and upscale properties blend local charm with exceptional amenities.”
Skift Take: WorldHotels Distinctive operates in a similar space to the Elite collection, but the properties are typically a little smaller and maybe only have one restaurant or bar. The brand offers upscale luxury and full-service accommodations in North America, Europe, and Asia, mainly in city centers. International properties activated recently include Inverness Palace Hotel & Spa in Inverness, Great Britain, and Acqua Di Mare Resort in Roatán, Honduras.
- Global Footprint: 38 hotels across North America and Europe
BWH Hotels Take: “An inclusive collection that captures the spirit of the destination that it serves. Properties are typically smaller, with perhaps 40 to 50 guestrooms.”
Skift Take: The Crafted collection was launched shortly after acquiring WorldHotels to target the luxury lifestyle segment with a “boutique”-like brand, accentuating food-and-beverage offerings and local flair in the decor. It has grown quickly.
Boutique
- Global Footprint: 5 hotels globally.
BWH Hotels Take: “Vīb is a vibrant, modern brand catering to contemporary travelers. With its energetic design and social spaces, each property offers a stylish and fun environment, ideal for guests who appreciate both comfort and a dynamic atmosphere.”
Skift Take: Opened in 2014, this upscale brand targets tech-savvy millennials and Gen Z travelers. It’s a new construction brand. BWH Hotels built its own two hotels in Tempe, Arizona, and Denver, Colorado, as models for developers. Rooms are efficient, and the breakfast area and lobby blur into a social hub many hours of the day.
BWH Hotels Take: “Modern. Memorable. Charismatic. Attracts owners and travelers with a distinctive mix of modern style, local character, and customizable development opportunities. Aiden hotels blend sleek, stylish designs with comfort and convenience, appealing to travelers who value both aesthetics and amenities. Each property is brought to life by local, independent designers.”
Skift Take: A lifestyle hotel brand in the upscale segment, Aiden is a brand that takes design inspiration from the local area. While not a lifestyle brand per se, Aiden gives next-generation developers the flexibility to have a non-vanilla/non-generic design. There are 50+ in development across 15 countries. Aiden is a conversion brand that takes a, say, 30-year-old independent property, gives it a fresh look, and makes it more appealing to travelers at a possibly higher nightly rate.
Collection
BW Signature Collection by Best Western
- Global Footprint: 213 hotels worldwide
BWH Hotels Take: “BW Signature Collection hotels stand out for their unique attributes and upscale amenities, perfect for guests seeking distinctive experiences and excellent service at an affordable price point.”
Skift Take: The BW Signature Collection was added to the portfolio in 2017 as a new addition to its upper-midscale market, and it has grown quickly.
BW Premier Collection by Best Western
- Global Footprint: 80 hotels globally
BWH Hotels Take: “BW Premier Collection properties are upscale, independent hotels that provide a premium experience and exceptional service while maintaining the flexibility of independent operation.”
Skift Take: BWH Hotels’ first “soft brand,” BW Premier Collection, was launched in 2015. The brand is a strong performer in one of BW’s fastest-growing segments. Expect many Latin American all-inclusive resorts to seek to join this soft brand.
Branded Residences
BWH Hotels is also developing branded residences. Upcoming properties include Essensia Sky and Parkway Saigon WorldHotels Residences in Ho Chi Minh City, Vietnam (opening in 2026), Noble Crystal Tay Ho WorldHotels Residences in Hanoi City, Vietnam (opening in 2026), and Grand Life WorldHotels Luxury near the Black Sea in Batumi, Georgia (opening in 2028).
Originally Published on July 6th, 2023 | Last updated on November 20, 2025
Joey Tyson and Angie Kirby contributed to earlier versions of this story.
