Best Western

What Best Western does

Best Western Hotels & Resorts operates as the global hotel franchise network within BWH Hotels, comprising approximately 4,300 independently owned and operated properties across nearly 100 countries. The Scandinavian operations, managed from Stockholm with regional offices in Copenhagen and Oslo, oversee 211 affiliated hotels across Sweden, Norway, Denmark, and Greenland. The company serves three interlocking customer groups: independent hotel owners seeking global distribution and brand recognition without giving up operational autonomy; leisure and corporate travelers booking through the Best Western Rewards loyalty program (24+ million members worldwide) and the bestwestern.dk website/app; and corporate accounts accessing Business 499, Business 500+, and Best Business Advantage negotiated-rate programs.

The technology stack is a hotel management and distribution platform anchored by global booking connectivity (GDS, OTAs, direct), a mobile application, and the Best Western Rewards loyalty infrastructure with points that never expire and status matching to other chains. For member hotels, BWH Hotels provides a Revenue Center (professional pricing optimization), a Marketing Center (digital and print marketing tools), and centralized procurement via the Nores purchasing organization. The product portfolio is segmented across four hotel brands: Best Western (mid-scale, included breakfast), Sure Hotels (focused accommodation), WorldHotels (upscale/boutique, including WorldHotels Crafted), and Aiden Hotels (modern lifestyle with self-check-in, gaming zones, and phone-to-TV streaming), supplemented by Aiden Long Stay for extended business or renovation stays.

The business model is franchise-driven, generating revenue from membership fees and royalty streams paid by affiliated hotel owners, complemented by direct-to-consumer bookings via bestwestern.dk with a guaranteed best-price policy, corporate travel agreements, conference and meeting services across major Scandinavian cities, and ancillary food-and-beverage revenue including the standardized Best Breakfast concept and the Too Good To Go surplus-food partnership. Go-to-market blends direct B2C (website/app), B2B corporate sales (regional, Scandinavian, and worldwide sales teams), and channel partnerships (OTAs, GDS, The Hotel Alliance/Stays), with brand marketing amplified through sports sponsorships spanning Vasaloppet, SHL, and Hockeyallsvenskan.

Name

Best Western

Legal name

Best Western Hotels & Resorts

Website

https://bestwestern.dk

Company type

Private

Founded year

1966

Operating status

Operating

Headcount range

11–50 employees

Short description

Best Western Hotels & Resorts, part of BWH Hotels, is a global hotel franchise network of 4,300+ independently owned properties across ~100 countries, serving leisure and corporate travelers via its 24M-member loyalty program while providing distribution, revenue management, and marketing services to affiliated hotel owners.

Ownership category

akta.pro rank

Product category

Hotel Accommodation Services

NAICS

Hotels (except Casino Hotels) and Motels (72111), Traveler Accommodation (7211)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011)

akta.pro primary industry

Business & Corporate Full-Service Hotels (THAGAAAE)

akta.pro secondary industries

Urban & Downtown Full-Service Hotels (THAGAAAA), Golf & Leisure Full-Service Hotels (THAGAAAH), Beachfront & Island Luxury Resorts (THAGACAA), Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

Keywords

• Hotel accommodations
• Hospitality services
• Hotel franchise network
• Corporate travel programs
• Loyalty rewards program

Headquarters

HQ city

Copenhagen

HQ country

Denmark

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Technology or R&D, Supply Chain, Infrastructure

Revenue model

1. Hotel Room Bookings: Primary revenue stream from guest room accommodations across 211+ Scandinavian hotels and 4,300+ global hotels. Revenue is generated through direct bookings, OTAs, and corporate agreements.
2. Corporate Account Agreements: Business travel programs including Business 499, Business 500+, and Best Business Advantage tiers providing negotiated rates to corporate clients, driving recurring B2B revenue.
3. Conference and Meeting Services: Meeting and conference facilities across properties with dedicated sales team supporting corporate bookings for events and gatherings.
4. F&B and Restaurant Services: Restaurant operations including Rooftop Restaurant at Ilulissat and Best Breakfast service included in room rates, generating food and beverage revenue.
5. Membership Fees and Franchise Royalties: Hoteliers pay membership fees to join BWH Hotels network, receiving access to global distribution, marketing support, and loyalty program infrastructure.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Best Western Hotels & Resorts operates a global hotel franchise network with approximately 4,300 hotels across nearly 100 countries, offering accommodation services across multiple brands (Best Western, Sure Hotel, WorldHotels, Aiden Hotels). The company sells hotel room bookings to leisure and business travelers, supported by the Best Western Rewards loyalty program (24+ million members), corporate travel agreements, and conference facilities, while providing member hotels with revenue management, marketing, and distribution services.

Product overview

Best Western Hotels & Resorts operates as part of BWH Hotels, a global hotel chain with approximately 4,300 hotels in nearly 100 countries. The product portfolio is organized as a multi-brand hotel platform with several sub-brands: Best Western (core mid-scale hotel brand), Sure Hotels (focused accommodation), WorldHotels (upscale/boutique), and Aiden Hotels (next-generation lifestyle). The platform is anchored by the Best Western Rewards loyalty program and supported by guest-facing services including Best Breakfast (included breakfast concept), Conference & Meetings (MICE facilities), and a mobile app. For hotel owners, BWH Hotels provides operational services including Revenue Center, Marketing Center, and quality assurance programs. The company also offers long-stay options through Aiden Long Stay and expanded inventory through The Hotel Alliance with Stays.

Differentiator

Problem solved

Functional benefit

Brands

• Best Western: Core hotel brand offering traditional hotel accommodations
• Sure Hotel
• WorldHotels
• Aiden Hotels
• Best Western Rewards
• Best Breakfast
• Best Sport
• Revenue Center
• Marketing Center

Products and services

• Best Western Hotels The core mid-scale hotel brand offering traditional accommodation across Scandinavia with included breakfast (Best Breakfast) and access to the Best Western Rewards loyalty program. Properties emphasize local character and personalized service.
• Sure Hotels A family of hotel brands including Sure Hotel and Sure Hotel Studio by Best Western, offering focused accommodation with quality assurance and access to the Best Western Rewards loyalty program.
• WorldHotels A collection of upscale and boutique hotels within the BWH Hotels portfolio, offering curated and unique accommodations under the WorldHotels Crafted brand, targeting travelers seeking distinctive experiences.
• Aiden Hotels A next-generation hotel brand targeting the smart, informed guest. Features flexible self-check-in, cozy lounge areas, gaming zones, and direct streaming from phone to room TV. Also offers Aiden Long Stay for extended business or renovation stays.
• Best Western Rewards Best Western's award-winning loyalty program, free to join, with benefits including 10-15% member discount in Scandinavia and up to 10% worldwide, points that never expire, bonus nights globally, and status match with other hotel loyalty programs.
• Best Breakfast A breakfast dining concept across Scandinavian Best Western hotels featuring locally sourced ingredients, no artificial sweeteners or light products, and customizable yogurt with homemade berry compote and muesli. Breakfast is included in the room rate at most properties.
• Conference & Meetings Conference and meeting facilities across Best Western's Scandinavian properties, offering flexible meeting rooms, conference packages, and support for group bookings in cities including Copenhagen, Malmö, Stockholm, Oslo, and Gothenburg.
• Best Western Mobile App A mobile application enabling guests to search and book hotels, manage reservations, access loyalty account and rewards, and interact with Best Western's booking platform.
• Revenue Center A professional revenue management service for hotel owners within BWH Hotels, where dedicated Revenue Managers handle pricing strategy and optimization, allowing hotel operators to focus on operations.
• Marketing Center A tailored marketing support service for hotel owners, offering digital marketing tools, printed materials, promotional giveaways, website assistance, advertising support, and participation in campaigns.
• Business 499 Corporate Travel Program A corporate agreement tier for smaller businesses offering negotiated rates, benefits, and invoiced business travel accommodations across the Best Western network.
• Business 500+ Corporate Travel Program An enterprise tier for larger organizations offering comprehensive corporate travel management, negotiated rates, and dedicated account management across the Best Western network.

Quantifiable outcome

• Hotels can reduce distribution costs through centralized booking systems and global sales partnerships
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Too Good To Go (TGTG)coreStrategic or Co-development PartnerBWH Hotels partners with Too Good To Go, a global social impact company connecting consumers with hotels and restaurants to rescue surplus food. Excess food is packed in bags and resold to consumers through the TGTG app, reducing food waste.
• VasaloppetminorGTM or Marketing PartnerOfficial accommodation supplier to the world's oldest and largest long-distance race, dating back to the 1520s. Provides athletes, organizers, and active participants with genuine treatment and quality overnight stays.
• SHL (Swedish Hockey League)minorGTM or Marketing PartnerSponsorship of Sweden's premier hockey league spanning teams from Luleå in the north to Malmö in the south. Aligns with BWH Hotels' geographic diversity across Scandinavia.
• HockeyallsvenskanminorGTM or Marketing PartnerPartnership strengthening team spirit, engagement, and memorable experiences for players, fans, and hotel guests throughout Sweden.
• ArbetskamraternaminorStrategic or Co-development PartnerNonprofit association working to create more inclusive workplaces for people with intellectual disabilities. BWH Hotels actively creates opportunities for employment and community at all hotels regardless of background.
• Stays (The Hotel Alliance)coreChannel Partner/ Reseller/ DistributorAlliance partnership expanding hotel inventory available to Best Western customers in Scandinavian markets, providing more booking options across Denmark and beyond.
• Nores (Purchasing Organization)coreOthersPurchasing organization through which BWH Hotels negotiates favorable prices for member hotels, reducing procurement and distribution costs for affiliated properties.
• Best Western Worldwide SalescoreChannel Partner/ Reseller/ DistributorGlobal sales organization providing international market presence and increased market share for member hotels through regional, Scandinavian, and global accommodation agreements.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Hilton Worldwide: Major franchised hotel group (Hilton Honors with 200M+ members) competing with Best Western for corporate accounts and loyalty-driven travelers across Hilton's midscale-to-upscale portfolio.
• IHG Hotels & Resorts: Operates Holiday Inn, Crowne Plaza and Staybridge Suites globally with a franchised model and massive loyalty base (IHG One Rewards), targeting overlapping corporate and leisure segments as Best Western Worldwide.
• Marriott International: Largest global hotel company with broad franchising across luxury through midscale tiers (Marriott Bonvoy with 200M+ members), competing for the same global corporate agreements and direct-booking share as BWH.
• Radisson Hotel Group: Global multi-brand hotel group (Radisson Blu, Radisson RED, Park Inn) with strong Scandinavian presence and an established loyalty program (Radisson Rewards), competing in the same corporate and meetings segments in Copenhagen, Stockholm and Oslo.

Regional players

• Scandic Hotels: Largest hotel operator in the Nordic region with ~280 properties across Sweden, Norway, Finland and Denmark, directly competing with BWH's Scandinavian footprint for the same corporate and leisure demand pool.
• Nordic Choice Hotels: Nordic-headquartered hotel group with brands across luxury (Clarion Collection), midscale and economy tiers, overlapping directly with BWH's Copenhagen, Stockholm and Oslo-based properties and corporate programs.
• Elite Hotels of Sweden: Swedish-based hotel chain with upscale and business properties in Stockholm, Gothenburg and other Nordic cities, overlapping with BWH's Scandinavian corporate and leisure traveler base.

Direct peers

• Wyndham Hotels & Resorts: Largest franchised hotel company globally with mid-scale and economy brands (Days Inn, Ramada, Super 8, Howard Johnson), directly comparable to Best Western's independently owned, multi-tier franchised model.
• Choice Hotels International: Operates mid-scale franchised brands (Comfort Inn, Quality Inn, Sleep Inn, Clarion) with the same franchise/affiliation model as BWH, serving similar price-sensitive leisure and corporate travelers in the Americas and globally.

Others

• Stays (The Hotel Alliance): Nordic hotel alliance partnering with BWH to extend booking inventory across Denmark and Scandinavia; functions as a distribution/reseller peer rather than a direct brand competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/269324686558773
• LinkedInlinkedin.com/company/bwdenmark
• Instagraminstagram.com/bestwesterndanmark
• Xx.com/bwdenmark

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Best Western