That will happen via integration of Best Western’s technology and sales and marketing platforms, and access to Best Western’s regional offices and relationships, Kong said.

He pointed out WorldHotels’ competitors, including Preferred Hotels & Resorts and Leading Hotels of the World, and said that what Best Western brings to the table from the technology, sales and marketing and loyalty standpoints will give WorldHotels an edge.

WorldHotels properties will have access to Best Western’s regional offices, Kong said, as well as resources to supplement revenue management and sales and marketing efforts, as well as OTA negotiations.