BWH combines the initials of Best Western and WorldHotels, which Best Western acquired fully a month ago.

It is significant not only because it will replace the Best Western corporate identity that has been around since 1966 (although the chain was founded in 1946) but because it marks its evolution from a mid-market player to one that offers, for the first time, upper upscale and luxury segments.

Related: Best Western acquires WorldHotels