The refresh is designed to enhance WorldHotels’ brand storytelling and ensure each WorldHotels collection has its own identity and personality.

WorldHotels Collection launches refreshed branding including new logos and updated vision and mission statements. The brand refresh comes at a time when the soft brand celebrates its 50th anniversary this year under the theme “A WORLD Reimagined”.

David Kong, Global President and CEO, commented,“Our 50th anniversary is a significant milestone, providing us with the ideal opportunity to lean into the resources at BWH Hotel Group and reimagine luxury hotel experiences. WorldHotels has always been at the forefront of innovation, and this year we recognised a need to adapt our branding to align with the evolving digital and media landscape. I am thrilled to celebrate our 50th anniversary with the premier of our refreshed branding, which will play a critical role in helping the brand and our hoteliers maintain a competitive edge, especially as we emerge from the pandemic.”

The brand invested in extensive research to gain a greater understanding of the luxury and lifestyle traveller and what motivates them now. WorldHotels interviewed key stakeholders, conducted a global member survey, and identified the best way to evolve the brand. The refresh is designed to enhance WorldHotels’ brand storytelling and ensure each WorldHotels collection has its own identity and personality. This is achieved with the following changes:

• Refreshed Masterbrand logo: WorldHotels focused the refresh on reinforce the well-known logo and enhanced it to deliver a modern twist. This is achieved through a bolder font for “WorldHotels”.
   
• New Collection logos: WorldHotels now offers four collections to suit the needs of today’s traveller – Luxury, Elite, Distinctive and Crafted.The brand logo refresh is giving each collection brand its own identity through distinctive colour palettes, fonts and signature collection border patterns. This will help clarify each collection while also enabling travellers to quickly identify the style of the hotel.
   
• Updated Vision and Mission Statements that reflect the evolving culture and DNA of WorldHotels.