WorldHotels Collection premiers refreshed branding including new logos and updated vision and mission statements.
As the soft brand within the BWH Hotel Group celebrates its 50th anniversary this year, it invested in extensive research to gain a greater understanding of the luxury and lifestyle traveler and what motivates them now. WorldHotels interviewed key stakeholders, conducted a global member survey, and identified new ways 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 logo and enhancing it to deliver a modern twist. This is achieved through a bolder font for “WorldHotels”.
New Collection logos: These logos are where WorldHotels truly wanted to change and give each collection its own identity and personality. WorldHotels now offers four collections – Luxury, Elite, Distinctive and Crafted. The brand logo refresh is giving each collection brand its own identity through distinctive color palettes, fonts and signature collection border patterns.
Updated vision and mission statements that reflect the evolving culture and DNA of WorldHotels:
Vision Statement: To be the most trusted and intuitive partner with access to essential and extensive resources for a discerning global family of the finest curated independent hotels and resorts.
Mission Statement: To be stronger together by empowering our community of hoteliers, travel partners and guests with expertise, passion and collective goals to inspire unique, life enriching experiences that connect people and places.
“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,” said David Kong, global president and CEO. “This year we recognized a need to adapt our branding to align with the evolving digital and media landscape. I am thrilled to celebrate our 50thanniversary 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.”