Is the license to use the Licensed Marks granted by Bw Premier Collection transferable?

According to the 2025 Bw Premier Collection FDD, the license granted to a hotel to use the Licensed Marks is non-transferable. Specifically, Bw Premier Collection provides the hotel with a non-exclusive, limited license to use the words and marks associated with Best Western, BWR, and the agreed-to brand (BW Premier Collection or BW Signature Collection). This license is valid only during the term of the agreement.

This means that if a franchisee sells their Bw Premier Collection hotel, the new owner cannot automatically assume the rights to use the Bw Premier Collection trademarks and branding. The new owner would need to apply for and be granted a new franchise agreement with Bw Premier Collection to legally operate under the Bw Premier Collection brand. This is a standard practice in franchising, as franchisors typically want to maintain control over who uses their brand and ensure that all franchisees meet their standards.

The non-transferable nature of the license protects Bw Premier Collection's brand integrity and ensures consistent quality across all franchised locations. It also means that a prospective franchisee cannot assume that the value of an existing Bw Premier Collection franchise includes the automatic right to continue using the brand's trademarks; securing a new agreement is a separate process.