Best Western isn’t a brand most people associate with five-star stays, rooftop bars, or wellness retreats in the Mexican highlands. But the company behind that familiar roadside sign has quietly built a hospitality portfolio that covers more ground than almost anyone in the industry. Four thousand hotels across 100 countries will do that.

BWH Hotels, the parent company that operates Best Western Hotels & Resorts, WorldHotels, and SureStay Hotels, quietly became one of the most range-spanning hospitality companies in the world. Its 4,300-plus properties stretch across more than 100 countries and cover every tier of travel, from the dependable roadside stop to five-star independent luxury. 

Some WorldHotels Luxury properties are priced firmly in premium territory, well beyond what most people associate with the Best Western name. Most travelers have no idea the same company is behind both.

Now BWH Hotels is leaning into a travel behavior it calls trip stacking, the growing tendency for travelers to layer multiple destinations into a single trip. And with a portfolio this broad, the company may be uniquely positioned to support it.

The Brand Most People Think They Know

Best Western became part of the American landscape in 1946, when a California hotelier named M.K. Guertin built a referral network among independent roadside operators in the western United States. The name Best Western came from the fact that most of those early member properties were west of the Mississippi. The name stuck. So did the association with affordable, no-frills lodging.

That reputation isn’t wrong. It’s just incomplete. Over the past decade, the company has undergone a quiet but significant transformation. It rebranded its parent as BWH Hotels and launched design-forward concepts, including Aiden and Vib. In 2019, it made its most consequential move: acquiring WorldHotels, a collection of curated independent luxury properties with more than 50 years of hospitality heritage behind it.

WorldHotels wasn’t absorbed into the Best Western machine. It was allowed to keep its identity as a boutique, independent, place-driven collection, while gaining access to BWH Hotels’ global distribution network, loyalty programs, and booking infrastructure. The collection has continued to grow since the acquisition, welcoming nearly 100 new hotels in 2025 alone, expanding into new markets across Europe, Asia, and the Americas.

The result is a company with a split personality most travelers don’t know about: budget-friendly SureStay properties on one end, top-tier WorldHotels luxury experiences on the other, and everything in between.

A New Travel Pattern Reshaping the Industry

BWH Hotels’ latest push for trip stacking pairs multiple destinations within a single journey rather than committing to one place for the whole trip. The company released findings this February pointing to a broader industry shift: travelers in 2026 are planning more intentionally, combining urban energy with cultural detours or restorative retreats in a single itinerary.

Limited vacation time is driving it. So is rising expectation. Travelers who can only get away twice a year are increasingly less willing to spend all seven days in one city when they could experience two.

“Travelers are being more thoughtful about how they plan their journeys and how they use their time,” said Larry Cuculic, BWH Hotels’ president and CEO. “With a portfolio that spans over 4,000 hotels and destinations in over 100 countries and territories globally, BWH Hotels is uniquely equipped to support the different ways travelers are structuring their trips. Whether that means extending a stay, adding a second location, or exploring more neighborhoods within a single destination.”

For BWH Hotels, this trend is a genuine strategic advantage. Most hotel brands control a narrow slice of the market, either budget, midscale, or luxury, in a limited number of destinations. BWH Hotels can theoretically see a traveler through their entire trip: a splurge night at a WorldHotels Elite property in Bangkok, a mid-range stop at a Best Western Premier, and a budget-conscious last night closer to the airport.

The Destinations Making the Case

To illustrate the concept, BWH Hotels highlighted several destination pairings from its global portfolio, and it’s here where the luxury side of the brand comes most clearly into focus.

Bangkok & Southeast Asia: The Carlton Hotel Bangkok Sukhumvit, a WorldHotels Elite property, anchors a Southeast Asia trip with a polished, full-service experience in one of the city’s most connected neighborhoods. It’s the kind of stay that eases travelers into a multi-country journey on their own terms. 

Kortrijk, Belgium: Hotel Damier, a WorldHotels Crafted property on the historic Grote Markt, isn’t a name most American travelers would recognize. But this compact Belgian city sits within easy reach of Brussels, France, and the Netherlands, making it an unexpectedly ideal base for a European multi-stop. The hotel’s location on the centuries-old central square leans into exactly what WorldHotels Crafted properties are designed to offer: local character, refined accommodations, and a sense of genuine place.

Mexico City & Cuernavaca: Mexico City naturally calls for a follow-up. After the capital’s intensity, the Soul Spring Sanctuary Cuernavaca, a WorldHotels Luxury property less than two hours away, offers a wellness-focused contrast. Curated spas, quieter rhythms, and a restorative setting that makes the itinerary feel complete rather than exhausting.

Milan & the Italian Lakes: Two WorldHotels Elite properties, WorldHotel Casati 18 and Matilde Boutique Hotel, place travelers in the design-saturated heart of Milan before the natural pull toward Lake Como or the Dolomites takes over. These aren’t convention hotels. They’re design-forward stays surrounded by historic architecture, positioned to make the most of a city that’s as much about atmosphere as it is about sights.

Northern California: Perhaps the most accessible example for domestic travelers, and the one that shows the full BWH Hotels spectrum in a single road trip is the Aiden by Best Western in Berkeley. The hotel makes a thoughtful base for the Bay Area. Best Western Plus Inn at the Vines drops guests into Napa Valley’s wine country. And a few hours northeast, the Peppermill Resort Spa Casino in Reno, a WorldHotels Elite property, adds an entirely different energy to close out the trip.

Why It Matters Beyond Marketing

The trip stacking angle is, in part, a clever way for BWH Hotels to remind travelers that their loyalty points travel with them across brands. Both the Best Western Rewards and WorldHotels Rewards programs work across the portfolio, meaning points earned at a budget SureStay in Sacramento can theoretically offset a night at a luxury independent hotel in Bangkok.

But there’s something more interesting happening beneath the marketing language. BWH Hotels’ bet is that the old mental model of hotel brands, where price tier equals brand identity, is due for an update. Marriott has done this with its portfolio of 30-plus brands. Hilton has followed. BWH Hotels makes the same case, but from a different starting point: instead of a luxury brand adding budget tiers, it’s a beloved mid-market brand that discovered it was sitting on something much more aspirational.

For travelers who’ve never considered Best Western for an international luxury trip, that’s a shift worth paying attention to. The roadside sign hasn’t gone anywhere. Now, behind the parent company’s name is a collection of hotels that would look completely at home in the pages of a high-end travel magazine, even if they still share a loyalty program with the motel by the interstate.

This article originated on and was syndicated by The Roam Report.