Last Updated on August 2, 2026 by Daniel Globe
Best Western is unusual among major hotel names because it is not simply a chain in which one corporation owns every building. The brand operates within BWH Hotels, a hotel network built mainly around independently owned properties and a member-owner governance model. Understanding the answer requires separating ownership of the brand from ownership of each hotel.
Quick Answer
Best Western is part of BWH Hotels, a privately held, member-owned hospitality network. Participating hotel owners help govern the organization through an elected board. The vast majority of Best Western-branded hotels are separately owned and operated, so the brand normally does not own the building or employ its staff.
At a Glance
| Ownership model | Member-owned network (not a single corporate owner) |
| Parent organization | BWH Hotels (Best Western Hotels & Resorts, SureStay Hotels, WorldHotels) |
| Publicly traded? | No — privately held |
| Portfolio size | Approximately 4,300+ hotels in 100+ countries and territories |
| President & CEO | Larry Cuculic |
Key Takeaways
- Best Western Hotels & Resorts is part of the wider BWH Hotels organization.
- BWH Hotels uses a member-owned model in which participating Best Western hotel owners can influence the network through elected representatives.
- The company behind the brand normally does not own, manage, or control each licensed hotel.
- An individual property may have a separate real-estate owner, operating company, and third-party management company.
- Larry Cuculic is president and CEO of BWH Hotels, while Viral “Victor” Patel serves as the board chairperson for 2026.
- Current company materials describe the full BWH Hotels portfolio as approximately 4,300-plus hotels in 100 countries and territories, following the addition of more than 200 hotels in 2025.
Who Owns Best Western Hotels?
There is no single owner who personally owns every Best Western hotel. Best Western Hotels & Resorts is one of the hotel groups operating under the BWH Hotels umbrella. BWH Hotels describes its structure as a member-owned model.
In practical terms, participating Best Western hotel owners belong to the network and receive access to its brands, reservation systems, marketing, technology, purchasing resources, training, and operational support. Eligible owners also participate in the organization’s governance through regional representation.
That does not mean every member jointly owns every hotel. Each property generally remains a separate local business with its own ownership, finances, employees, permits, insurance, and operating responsibilities.
| Ownership layer | Who normally controls it? | What that means |
|---|---|---|
| Brand and network | BWH Hotels and its member-owner governance structure | Controls brand standards, central systems, marketing programs, reservations, and network policies. |
| Hotel operating business | An independent owner, ownership group, or hotel operating company | Employs staff or hires a manager, serves guests, pays local expenses, and runs daily operations. |
| Land and building | The hotel operator, a separate real-estate company, or an investor | Owns the physical asset and may lease it to the hotel operating company. |
| Day-to-day management | The owner or a contracted hotel-management company | Oversees staffing, housekeeping, maintenance, pricing, food service, and local guest relations. |
Note: Best Western’s standard model is independent hotel ownership. However, the company opened its first corporate-owned hotel, the Vīb Hotel by Best Western Phoenix-Tempe, in 2022. It is therefore more accurate to say that the vast majority of licensed properties are independently owned rather than claiming that every property has independent ownership.
Best Western Hotels & Resorts and BWH Hotels Are Not Exactly the Same
Best Western Hotels & Resorts is one part of BWH Hotels. The broader organization includes three hotel families:
- Best Western Hotels & Resorts, which includes familiar Best Western-branded offerings across several market levels;
- SureStay Hotels, which focuses mainly on economy and premium-economy lodging; and
- WorldHotels, which includes independent upscale, upper-upscale, luxury, and lifestyle properties.
This distinction matters when reading statistics. A figure reported for “BWH Hotels” normally includes hotels across all three families. It should not automatically be described as the number of properties carrying the standard Best Western name.
BWH Hotels reports a global portfolio of approximately 4,300 hotels across 100-plus countries and territories, after adding more than 200 hotels in 2025.
How Best Western’s Ownership Model Developed
Best Western began in 1946 when California hotelier M.K. Guertin created an informal referral network. Participating motel operators recommended one another’s properties to travelers, giving independent businesses a way to compete through shared referrals and promotion.
The organization became more structured as it grew. According to the company’s official history and timeline, several milestones shaped the present model:
- 1946: Best Western Motels began as a referral link among independent lodging properties.
- 1966: Best Western and Best Eastern united under the Best Western name. Regional members elected a seven-person board, and the headquarters moved to Phoenix.
- 1974: The organization dropped “motel” from its name and moved beyond its earlier referral-chain image.
- 1975–1976: Expansion accelerated into Australia, New Zealand, Mexico, and Central America.
- 1988: Best Western launched the Gold Crown Club International frequent-traveler program, later renamed Best Western Rewards.
- 2019: Best Western acquired WorldHotels, extending the organization into upper-upscale and luxury segments.
- 2021: Larry Cuculic became president and CEO.
- 2022: Best Western opened its first-ever corporate-owned hotel, the Vīb Hotel by Best Western Phoenix-Tempe.
The earlier claim that Best Western changed from a cooperative to a membership organization in 1988 is not supported by the company timeline. Membership-based governance was already operating decades earlier.
Member-Owners, Franchisees, Licensees, and Affiliates
The word “franchisee” is often used broadly for any independently operated branded hotel. Best Western’s structure is more specific, especially in North America, where the company commonly describes participating owners as member-owners.
A member-owner operates a qualifying hotel under an approved brand and participates in the wider network. The owner must follow applicable standards and pay required charges while retaining responsibility for the local business.
Legal arrangements can vary by country and brand. Best Western’s current privacy policy refers to Best Western-branded properties as licensed hotels and explains that companies outside the United States may also receive permission to license the brands as regional affiliates. Those affiliates are not necessarily owned or controlled by Best Western International.
The safest terms depend on the situation:
- Member-owner: An owner participating in the member-owned Best Western system.
- Licensee: A business authorized to use a brand and its systems under a licensing agreement.
- Franchisee: A commonly used industry term that may not fully describe every Best Western membership or regional agreement.
- Affiliate: A regional company permitted to license or support the brands in a particular market.
- Management company: A separate business hired by the hotel owner to run daily operations.
Who Governs and Leads BWH Hotels?
Ownership and management are separate. Hotel owners influence governance through an elected board, while the executive team manages the company’s central operations and strategy.
BWH Hotels says its North American board contains seven directors, with one elected from each district. Directors must be Best Western owners, serve three-year terms, and may serve no more than two terms.
| Position | Current leader | Role |
|---|---|---|
| Board Chairperson | Viral “Victor” Patel | Leads the membership-elected board for 2026 and represents hotel-owner interests. |
| President and CEO | Larry Cuculic | Leads BWH Hotels and oversees company strategy, policies, programs, and executive operations. |
| President of International Operations and WorldHotels | Ron Pohl | Oversees international operations and the WorldHotels organization. |
| Senior Vice President and CFO | Mark Straszynski | Leads central financial functions. |
| Senior Vice President and CMO | Joelle Park | Leads company marketing strategy. |
The official BWH Hotels leadership page should be used for the latest board and executive appointments because these positions can change.
Who Owns and Operates an Individual Best Western Hotel?
An individual Best Western hotel may be owned by a person, family business, partnership, limited-liability company, real-estate investment group, or hotel-development company. That owner may run the property directly or hire a professional management company.
The real estate can also have a different owner from the operating business. For example, one company may own the land and building while another leases the property, employs the staff, and operates it under the Best Western brand.
Best Western International’s privacy policy states that licensed hotels are independently owned and operated and are not owned, managed, or controlled by Best Western International. This separation affects matters such as:
- local hiring and employment;
- property maintenance;
- room-rate decisions;
- local taxes and business licenses;
- insurance and financing;
- food-and-beverage operations;
- guest-service recovery; and
- compliance with local laws.
The brand still sets standards and can inspect properties, require corrections, or take action under its agreements. Independent ownership does not give a hotel permission to ignore brand requirements.
What Best Western Provides to Hotel Owners
Joining a recognized hotel network can provide resources that would be expensive for an independent property to build alone. BWH Hotels’ public development materials describe support across a hotel’s development and operating life cycle.
Depending on the brand, location, and agreement, resources may include:
- a recognized hotel name and visual identity;
- access to central reservation and distribution systems;
- listing on brand websites and booking channels;
- participation in loyalty programs;
- national and regional marketing;
- revenue, sales, and performance guidance;
- architecture and design support;
- technology platforms and integrations;
- operational training and quality evaluations;
- purchasing programs and vendor relationships; and
- support during conversion, construction, renovation, and opening.
Owners also benefit from communication with other participating hoteliers. The member-owned structure gives eligible owners a formal route to provide input on brand direction rather than acting only as customers of a franchising corporation.
Pro Tip: A prospective owner should ask which services are included in standard charges and which require separate payments. Technology, reservation, marketing, loyalty, design, opening, inspection, and renovation costs can be treated differently under each agreement.
What Remains the Hotel Owner’s Responsibility?
Brand support does not replace local ownership duties. The hotel owner remains responsible for building and funding a viable business.
Common owner responsibilities include:
- buying, leasing, constructing, or converting the property;
- arranging financing and maintaining adequate working capital;
- completing required renovations and property improvements;
- obtaining zoning, building, fire, health, liquor, and business approvals;
- hiring or contracting a qualified management team;
- paying wages, utilities, taxes, insurance, debt, supplies, and maintenance costs;
- meeting applicable accessibility and employment rules;
- maintaining brand quality and guest-service standards; and
- managing the hotel’s financial performance.
Joining the network can support these activities, but it does not transfer the property’s debts, payroll, legal obligations, or operating risk to BWH Hotels.
Requirements and Process for Joining Best Western
Best Western does not publish one universal checklist that guarantees acceptance. Each proposal must fit an available brand, market, property type, and development strategy. Requirements may also differ between a new-build project and the conversion of an existing hotel.
The company’s public development process describes support covering design, compliance, construction, management, operations, and performance. A typical project may involve the following stages.
1. Initial Project Review
The prospective owner provides details such as the location, property type, room count, current condition, proposed brand, development schedule, and ownership structure. The development team considers whether the market and property fit the network.
2. Financial and Ownership Review
The parties review the proposed ownership entity, funding plan, development budget, management resources, and ability to complete required work. A strong hotel plan may include acquisition costs, renovation reserves, pre-opening expenses, debt service, and working capital.
3. Property and Brand Assessment
For a conversion, the property may be inspected to identify changes needed to meet the proposed brand’s standards. For a new hotel, the owner works through approved design, architecture, construction, and procurement requirements.
4. Agreement and Approval
If the project is approved, the owner reviews and signs the applicable membership, license, or related agreements. The exact legal documents and required disclosures depend on the location and structure of the transaction.
5. Renovation, Construction, and System Setup
The property completes required work and prepares its technology, reservations, distribution, branding, training, and operating systems. Local permits and inspections must also be completed.
6. Opening and Ongoing Quality Review
After the hotel joins the network, it must continue meeting applicable standards. Support and performance reviews may continue throughout the relationship, along with inspections, training, system updates, and future improvement requirements.
Costs, Fees, and Return on Investment
There is no single public price for buying or opening a Best Western hotel. Total cost depends on the property, location, land value, brand, room count, building condition, financing, and work required to meet standards.
A complete investment budget may include:
- land or property acquisition;
- construction or renovation;
- furniture, fixtures, and equipment;
- professional, legal, design, and permitting fees;
- membership, licensing, reservation, marketing, and system charges;
- technology and point-of-sale systems;
- signage and exterior-branding work;
- pre-opening payroll and training;
- insurance, taxes, and financing costs;
- working capital; and
- reserves for future property improvements.
BWH Hotels states that its membership fees are lower than those of many other hospitality chains, but a prospective owner should obtain the current project-specific fee schedule and compare the full cost of affiliation rather than relying on a general marketing statement.
Warning: A Best Western affiliation does not guarantee occupancy, profit, loan repayment, resale value, or a specific return on investment. Results depend on the purchase price, debt, local demand, competition, labor, renovation costs, management, guest satisfaction, and wider economic conditions.
Questions to Ask Before Investing
- Which BWH Hotels brand best fits the market and property?
- What fees apply at signing, opening, and during normal operation?
- What renovation or property-improvement work is mandatory?
- When will future improvement cycles be required?
- Which central services are included and which cost extra?
- How much revenue currently comes from brand reservation channels?
- What are the hotel’s historical occupancy, average daily rate, and operating margins?
- Does the budget include debt service, insurance, taxes, labor increases, and replacement reserves?
- Are there territory, transfer, sale, termination, or renewal restrictions?
- What happens if the property fails a quality inspection?
Prospective owners should review financial statements, property records, inspection reports, agreements, market studies, and renovation estimates with qualified legal, accounting, lending, engineering, and hotel-advisory professionals.
Growth and Expansion Opportunities
BWH Hotels offers brands serving a wide range of market positions, allowing owners to consider conventional hotels, extended-stay properties, boutique concepts, soft brands, and upscale or luxury collections. An owner may enter the network through new construction, conversion of an existing independent property, rebranding, or acquisition of an operating hotel.
Growth can also occur within an existing property through renovation, additional rooms, meeting space, food-and-beverage improvements, extended-stay features, or better use of technology. Any major change still needs to make sense for local demand and the hotel’s cost structure. BWH Hotels reported adding more than 200 hotels across its brands in 2025, signaling continued development momentum entering 2026.
Expansion into another hotel should be treated as a separate investment decision. Strong results at one property do not ensure the same outcome in a different market.
What Best Western’s Ownership Structure Means for Guests
Independent ownership allows individual hotels to reflect their location, building style, and local management. It also means that amenities and service can vary within the wider brand network.
Guests should check the page for the exact property rather than assuming every Best Western offers the same:
- breakfast;
- restaurant or bar service;
- pool or fitness facilities;
- airport transportation;
- pet policy;
- parking fees;
- resort or destination fees;
- room layout; or
- check-in and cancellation terms.
For a problem during a stay, the local hotel should normally receive the first opportunity to resolve it because its owner or management company controls daily operations. Brand customer care may provide another contact route when the matter cannot be settled locally.
Note: Two hotels with “Best Western” in their names can have different owners, managers, buildings, amenities, and local policies even though both use the same reservation network and must follow applicable brand standards.
Hotel ownership also depends on serving travelers with practical facilities and reliable service. Related travel-planning details, such as choosing a carry-on suitcase with a USB charger, can help explain the changing conveniences guests consider when preparing for a stay.
Sources
- BWH Hotels Partnership — explains the member-owned model and owner participation.
- BWH Hotels Leadership Team — lists the current board and executive leadership.
- Best Western Timeline and Story — supports the company-history milestones, including the 2022 first corporate-owned hotel.
- Best Western International Consumer Privacy Policy — explains the separation between Best Western International and independently operated licensed hotels.
- BWH Hotels Development Process — describes development, design, compliance, and operational support.
- BWH Hotels — Viral Patel Elected Board Chairperson for 2026 — confirms current board leadership and 2025 portfolio growth.
Frequently Asked Questions
Who owns Best Western Hotels?
Best Western Hotels & Resorts is part of BWH Hotels, which uses a member-owned structure. Participating Best Western hotel owners help govern the organization through an elected board. The individual hotels are normally owned and operated by separate local businesses or investment groups.
Is Best Western owned by Marriott or Hilton?
No. Best Western is not a Marriott or Hilton brand. It belongs to the BWH Hotels organization, which also includes SureStay Hotels and WorldHotels.
Is Best Western a publicly traded company?
No. Best Western is privately held and is not listed on a public stock exchange. Its member-owner structure differs from hotel corporations owned by public shareholders.
Does Best Western own the hotel buildings?
Usually not. The land and building are commonly owned by an independent hotel owner or a separate real-estate company. Best Western International says its licensed hotels are independently owned and operated. The company opened a limited corporate-owned exception, the Vīb Hotel by Best Western Phoenix-Tempe, in 2022.
Are Best Western hotel owners franchisees?
“Franchisee” is sometimes used as a general description, but Best Western commonly calls participating North American owners member-owners. Licensing, affiliation, and operating arrangements may differ by country and brand.
Who is the CEO of Best Western?
Larry Cuculic is the president and CEO of BWH Hotels. He assumed the role in December 2021. Viral “Victor” Patel is the chairperson of the membership-elected board for 2026.
How many Best Western hotels are there?
Current company development materials describe the full BWH Hotels portfolio as approximately 4,300-plus hotels in 100 countries and territories, after the company added more than 200 hotels in 2025. That total covers multiple brands under Best Western Hotels & Resorts, SureStay Hotels, and WorldHotels rather than only hotels using the basic Best Western name.
Can anyone own a Best Western hotel?
A person or company can propose a new hotel, conversion, or acquisition, but ownership is not automatic. The project must pass the applicable market, property, ownership, financial, design, and brand reviews. The owner must also fund the project and agree to the required standards and operating terms.
Does owning a Best Western hotel guarantee a profit?
No. Brand recognition and central support may help a hotel compete, but profitability depends on the purchase price, financing, local demand, labor, renovation costs, rates, occupancy, management, and many other factors.