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Best Western Hotels & Resorts has announced a comprehensive global rebranding initiative. This marks the most significant update to the brand’s identity in over twenty years. The changes are designed to reflect the company’s evolution from a single brand to a diverse portfolio of distinct hotel brands.

Main News

The company revealed a new logo, replacing its familiar blue and gold crown emblem with a more modern, stylized “BW” icon. The updated logo features a blue “B” and an orange “W” and is intended to symbolize connection and a forward-looking direction.

This rebranding accompanies the introduction of several new distinct hotel brands under the Best Western umbrella. These new brands include the boutique-oriented SureStay Hotel Group, the upscale Vib and Glo brands, and the extended-stay Executive Residency.

The company stated that the overhaul aims to clarify its expanded portfolio for guests and hotel owners. The rebranding will be implemented across over 2,000 hotels in North America throughout 2021, followed by a global rollout.

Summary

Best Western Hotels & Resorts is undergoing a major global rebrand, its largest in over two decades. The initiative includes a complete visual identity change, headed by a new, modern “BW” logo.

The rebrand is part of a strategy to better define the company’s growing collection of hotel brands. These brands now include new concepts like SureStay, Vib, Glo, and Executive Residency.

The updated branding will be applied across all customer touchpoints, from hotel signage to digital platforms. The rollout is scheduled to begin in North America before expanding to other international markets.

FAQs

**Why is Best Western changing its logo?**
The company is updating its logo as part of a broader rebranding effort to modernize its image. The change reflects its evolution from a single brand to a global group of multiple, distinct hotel brands.

What is happening to existing Best Western hotels?
Existing hotels will be updated with the new branding over a planned rollout period. The rebranding encompasses visual elements, marketing materials, and digital presence across the entire portfolio.

Does this rebranding introduce new types of hotels?
Yes, the rebranding highlights several new hotel brands under the Best Western umbrella. These new brands target specific market segments, including boutique travel, upscale stays, and extended-stay accommodations.

Disclaimer: This report is for informational purposes only and does not constitute financial advice. All information is based on verified reporting available at the time of publication.