WorldHotels Collection introduced a new independent hotel collection brand at this week's Americas Lodging Investment Summit: WorldHotels Crafted Collection. The new brand will require minimal branding requirements, promote customized storytelling for each property and be inclusive of primary and destination markets.
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“The announcement of this new collection perfectly showcases the tremendous future that lies ahead for WorldHotels and our family of creative, innovative and independent hoteliers,” Kristin Intress, CEO of WorldHotels, said in a statement. “WorldHotels Crafted Collection will be a selection of wonderfully unique design properties. With bold style and strategically designed social spaces, travellers will be pulled from their rooms to experience something more than the status quo. These hotels will deliver a truly immersive experience where guests can create lasting memories.”
Every hotel will be provided with access to systems and support through WorldHotels and its parent organization, BWH Hotel Group, which also includes Best Western Hotels & Resorts and SureStay Hotel Group. Hotels joining WorldHotels Crafted Collection will be on-boarded in a rapid ramp-up with near immediate access to BWH Hotel Group’s rewards programs, digital presence, partnerships and global sales team. Each hotel within the brand will be expected to maintain a TripAdvisor rating of 4.5 or above.
“I am thrilled to see WorldHotels flourish under the BWH Hotel Group umbrella,” David Kong, global president and CEO of BWH Hotel Group, said in a statement. “The WorldHotels Crafted Collection is set to become one of the most authentic, daring and brave collections of independent hotels around the globe. The sophisticated infrastructure of BWH Hotel Group, together with the creativity and rich experience of the WorldHotels team, will undoubtedly make WorldHotels Crafted Collection a remarkable success.”
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WorldHotels Crafted Collection joins WorldHotels' three other brands: WorldHotels Luxury, WorldHotels Elite and WorldHotels Distinctive. With the launch of WorldHotels Crafted Collection, the BWH Hotel Group portfolio now includes 18 brands.