Home NEWS Launch of the New Soft Brand BW Premier Collection

Launch of the New Soft Brand BW Premier Collection

Best Western Hotels

The new soft brand BW Premier Collection has now been launched with its first hotels in the region of Best Western Hotels Central Europe. The BW Premier Collection is a selection of exclusive private hotels under the umbrella brand of Best Western Hotels & Resorts, which markets extraordinary top hotels in urban destinations and holiday regions. The first hotels of the BW Premier Collection include the 66 room boutique hotel “The Harmonie Vienna” in Austria, with an art concept focusing on dance, and the newly-built V8 Hotel Superior, a themed hotel in the Motorworld Region Stuttgart in Boeblingen, Germany, which focuses on cars and motorsports. The V8 Hotel Superior will open at the end of the year and offer 153 rooms.

Marketing offer for exclusive hotels at top locations in urban centers

The first hotels in the BW Premier Collection are starting in the region of Best Western Hotels Central Europe. The BW Premier Collection is a soft brand by Best Western Hotels & Resorts, and a new marketing offer for exclusive hotels at top locations in urban centers and holiday destinations. Outstanding private hotels will be presented under the umbrella of this collection. The hotels will benefit from Best Western’s services without taking on the company’s full branding.

Best Western Hotels

The offer for non-branded, exclusive private hotels is called a soft brand concept: Select hotels are marketed under the umbrella of the BW Premier Collection. These hotels do not directly belong to the Best Western brand, but they can be booked on the Best Western website and booking channels. In addition, guests may collect Best Western Rewards Points at BW Premier Collection hotels. There are currently around 80 hotels belonging to the exclusive BW Premier Collection worldwide. Now, the first BW Premier Collection hotels in Austria and Germany are ready to launch: The Harmonie Vienna in Austria, and the V8 Hotel Superior in the Motorworld Region Stuttgart in Boeblingen in Germany.

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