Best Western Hotels & Resorts is taking over 300-strong luxury representation brand WorldHotels for an undisclosed sum.

WorldHotels will maintain its distinctive personality and individuality “while benefiting from Best Western’s robust and scalable e-commerce platform, strong partnerships, award-winning loyalty program, effective sales and marketing support, global distribution network, and powerful revenue engines”.

Best Western president and CEO David Kong said: “In the coming months, our focus will be to unlock WorldHotels’ potential by improving revenue delivery to its hotels while protecting its independent identity.

“We truly believe our platform and revenue engines will benefit WorldHotels and attract many more independence–minded, quality hotels to join the brand.”

Geoff Andrew will continue as CEO of WorldHotels “for the foreseeable future,” Kong added.

“There is tremendous synergy between Best Western and WorldHotels. By joining forces in this new partnership, we will create competitive advantages for both companies.”

Andrew said: “As we join forces, the combined power of our brands sets the stage for a bright future for both Best Western and WorldHotels.

“Through its established senior leadership team and regional presence in each market, Best Western brings a new level of expertise that will undoubtedly help grow the WorldHotels brand in key markets.”

More than 4,200 operate under the Best Western umbrella across 13 brands in almost 100 countries.