Best Western Hotels & Resorts is adding luxury to its portfolio with the acquisition of Frankfurt-based WorldHotels, financial terms of the deal have not been disclosed.

This is the second change in ownership for WorldHotels. It was bought by US based hospitality sales and marketing consortium Associated Luxury Hotels two years ago, in February 2017.

WorldHotels, which has 300 hotels and resorts worldwide, will play a “critical role in in enhancing Best Western’s portfolio of offerings to include the upper upscale and luxury segments”, said the hospitality group when announcing the acquisition on February 18.

Best Westerns, headquartered in Phoenix, Arizona, operates more than over 4,200 hotels in nearly 100 countries worldwide. Its 13 brands include mid-price Best Western, upper mid-price Best Western Plus Collection and the upscale BW Premier Collection by Best Western. The recently launched franchise SureStay Collection caters to travellers looking for mid-scale accommodation.

David Kong beiieves in WorldHotels’ vast potential (Image credit: Best Western)

With WorldHotels in the family, “Best Western now boasts a portfolio of hotel brands in every chain scale segment,” is how the hotel group describes its enhanced inventory.

“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.”

While WorldHotels maintains its individuality it will benefit from Best Western’s “robust and scalable e-commerce platform, partnerships, loyalty programme, sales and marketing support, global distribution network and revenue engines.”

Geoff Andrew will continue as CEO of WorldHotels for the foreseeable future, Kong said.

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