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Best Western buys luxury hotel group WorldHotels

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We cover WorldHotels occasionally because it partners with Virgin Flying Club and Avios (via Iberia Plus, not BA).  Details of the Virgin miles offer is here and you can learn about the Avios partnership here.

WorldHotels is a marketing group representing 300 high-end hotels across the world.  In a surprising move, WorldHotels has been acquired by Best Western which is not a brand you associate with luxury resorts and city hotels.

Royal Garden Hotel joining Best Western

The WorldHotels brand will remain.  Whilst Best Western is pleased it can “enhance [it’s] portfolio of offerings to include the upper upscale and luxury segments” I would be surprised to see, for example, the Royal Garden Hotel in Kensington – pictured above, it overlooks Kensington Palace – suddenly renaming itself as a Best Western!

There are plans to integrate Best Western Rewards with WorldHotels.  As Best Western Rewards allows you to status match from any other hotel status you have, or even your Virgin Atlantic airline status, there could be some upside for HfP readers from this acquisition.


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