What marks are utilized by Signature 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, Signature Hotels utilize specific words and marks. These marks are associated with "Best Western®," "BW Signature Collection®," and "Best Western Rewards®." These marks are collectively referred to as the "Signature Marks." Together with the Premier Marks, these are known as the "Licensed Marks."
For a prospective franchisee, this means that when operating a Signature Hotel under the Bw Premier Collection franchise, you are authorized to use these specific marks to represent your affiliation with the brand. This is important for branding and marketing purposes, as it allows you to leverage the recognition and reputation associated with these marks.
The FDD also clarifies that Premier Hotels, another type of hotel within the Bw Premier Collection system, utilize a different set of marks, namely the "Premier Marks," which include "Best Western®," "BW Premier Collection®" and "Best Western Rewards®." Understanding which marks are associated with each hotel type is crucial for ensuring proper branding and compliance with the franchise agreement.
It is important for potential franchisees to fully understand the terms and conditions surrounding the use of these marks, as outlined in the Distribution Agreement (Exhibit C-1), to ensure compliance and avoid any potential legal issues.