Can Best Western Really Do Luxury?
Photo Credit: Amilla Fushi in the Maldives. Best Western is going more upmarket. Amilla Fushi
Skift Take
Change is good, but it requires spending a decent chunk of cash and having a coherent strategy.
Luxury Travel News
The Skift New Luxury column is our weekly column focused on the business of selling luxury travel, the people and companies creating and selling experiences, emerging trends, and the changing consumer habits around the sector.
It's easy to forget that up until a couple of years ago, Accor wasn't really a big player in the world of luxury hospitality. One big acquisition changed all that.
This is a useful reminder that strategies aren't set in stone and worth thinking about when it comes to another mid-market hotel company: Best Western.
Following its purchase of WorldHotels, Best Western will go by a new corporate name, BWH Hotel Group, as it shifts its focus to new segments.
WorldHotels will continue to operate independently but will plug into Best Western's loyalty program and benefit from other economies of scale. Will it wor
