Does Bw Premier Collection grant a non-exclusive or exclusive license to use the Licensed Marks?

According to the 2025 Bw Premier Collection FDD, Bw Premier Collection grants franchisees a non-exclusive license to use its Licensed Marks. Specifically, Bw Premier Collection provides the hotel with a "non-exclusive, limited, non-transferable license" to use the words and marks associated with Best Western, BWR, and the agreed-upon brand, such as BW Premier Collection or BW Signature Collection, during the term of the agreement.

This means that Bw Premier Collection retains the right to license the same marks to other franchisees or even operate its own hotels under the same brands. The license granted to the franchisee is limited, meaning it comes with specific restrictions on how and where the marks can be used. It is also non-transferable, indicating that the franchisee cannot transfer the license to another party without Bw Premier Collection's permission.

For a prospective Bw Premier Collection franchisee, this non-exclusive license is a standard arrangement in the franchise industry. While it allows the franchisee to benefit from the brand's recognition and reputation, it also means that the franchisee will not have exclusive rights to the Bw Premier Collection brand in their territory. This is a common practice among franchise systems to expand their brand presence and market coverage.