What marks are utilized by Premier Hotels operating under the Bw Premier Collection franchise?
Bw_Premier_Collection Franchise · 2025 FDDAnswer from 2025 FDD Document
This franchise disclosure document (this "Disclosure Document") offers the right to convert an existing hotel to a Premier Hotel or a Signature Hotel. Premier Hotels utilize the words and marks associated with "Best Western®," "BW Premier Collection®" and "Best Western Rewards®" (collectively, the "Premier Marks"). Signature Hotels utilize the words and marks associated with "Best Western®," "BW Signature Collection®" and "Best Western Rewards®" (collectively, the "Signature Marks," and together with the Premier Marks, the "Licensed Marks"). Hotel Owners operating System Hotels operate according to the Distribution Agreement (Exhibit C-1).
Source: Item 1 — The Franchisor and any Parents, Predecessors, and Affiliates (FDD pages 6–9)
What This Means (2025 FDD)
According to the 2025 Bw Premier Collection Franchise Disclosure Document, Premier Hotels utilize specific words and marks associated with the brand. These marks are crucial for branding and customer recognition. Specifically, Premier Hotels operate using the marks "Best Western®," "BW Premier Collection®," and "Best Western Rewards®." These marks are collectively referred to as the "Premier Marks."
For a prospective franchisee, understanding and properly utilizing these marks is essential. These marks not only identify the hotel as part of the Bw Premier Collection system but also tie it to the broader Best Western network and its rewards program. This association can significantly impact the hotel's ability to attract and retain customers, as guests often seek out brands they recognize and trust.
The FDD also mentions "Signature Hotels" which utilize different marks, namely "Best Western®," "BW Signature Collection®," and "Best Western Rewards®," collectively known as the "Signature Marks." It is important for potential franchisees to understand which collection they are joining, as the branding and marketing strategies will differ accordingly. The distinction between Premier Marks and Signature Marks ensures that each hotel type maintains its unique identity within the Best Western system.
Therefore, a franchisee should ensure they are well-versed in the specific marks they are authorized to use and adhere to the brand standards associated with those marks. This adherence is vital for maintaining brand consistency and leveraging the full benefits of being part of the Bw Premier Collection franchise system.