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Best Western tackles the upscale market by buying WorldHotels

The 3 brands of the WorldHotels group will keep their own identity and will benefit from the expertise of the Best Western group to develop more quickly according to the CEOs of the 2 entities.

The WorldHotels group, with nearly 300 hotels on all continents, will benefit from Best Western's expertise in revenue management, loyalty and distribution networks. The 3 upscale (WorldHotels Distinctive) and luxury brands (WorldHotels Elite and WorldHotels Luxury) join Best Western Premier Collection and Surestay Collection in these segments.

"There is tremendous synergy between WorldHotels and Best Western, and this partnership will create competitive advantages for both companies." said David Kong, CEO of Best Western. The new entity represents more than 3,800 properties and 16 different brands. 

After the launch of 2 brands last September, this acquisition is further proof of the hotel group's commitment to growth and modernization. Having fallen below 300,000 rooms available during 2018, the group has consolidated its position as the 10th largest hotel group. 

Interview | David Kong, President and CEO, Best Western: "In Europe we are looking for growth of about 200 hotels every year going forward."

Earlier, IHG and AccorHotels had also shown an interest in upscale and luxury brands with the acquisition of Six Senses and Regent Hotels and Resorts for the former and Movenpick and Fairmont for the latter. What about budget brands?


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