LOS ANGELES -- Best Western soft brand World Hotels is launching a “curated collection of independent hotels that offer cutting-edge design, immersive guest experiences and expert service”.
WorldHotels Crafted properties will be committed to a high level of service, maintaining a minimum TripAdvisor rating of 4.5 or above. Additionally, Crafted hotels must “capture the spirit of the destinations they serve” and offer access to “strategically designed social spaces”.
WorldHotels Crafted is the fourth sub-brand in the WorldHotels stable, joining WorldHotels Luxury, WorldHotels Elite and WorldHotels Distinctive portfolios of luxury, upper-upscale and upscale properties, respectively. Crafted hotels will play across all three of those categories.
Acquired by Best Western early last year, the WorldHotels network currently spans more than 300 independent hotels globally.
BWH Hotel Group CEO David Kong said Best Western’s extension of WorldHotels comes as boutique and independent hotels outpace the growth of the industry as a whole.
“Boutique hotels have a lot of traction,” Kong told Travel Weekly USA.
“Twenty-some percent of construction is targeted toward that segment, and that [share] has grown every year. And then on top of that, if you look at the RevPAR boutique hotels achieve, when [comparing it to] others in the same chain scale segment, they are far superior to their peers. Which means they’re highly profitable.”
Meanwhile, Mr Kong is optimistic about WorldHotels’ continued expansion, which he said will be bolstered by the brand’s integration with Best Western’s sales network and loyalty program.
“I’m hoping we can bring new energy and excitement to the WorldHotels portfolio,” he said. “And I think some of the properties that belong to other [boutique hotel collections] we compete with will have a reason to take a closer look at us.”