BW Premier Collection / BW Signature Collection

These soft-brand hotel collections enable independent hoteliers to convert existing upscale and upper-midscale properties while retaining their unique local identity and character. Members gain access to a global reservation system, revenue management services, marketing support, and supplier networks operated by one of the world's largest hotel enterprises. The collections are positioned to appeal to business and leisure travelers seeking distinctive, boutique-style experiences in primary destination markets.

Hotels typically feature elegant design, onsite dining and lounge venues, fitness centers, and spa facilities. The franchise model is conversion-based, meaning operators bring existing hotel assets into the brand system rather than building from scratch, reducing overall development complexity. Franchisees benefit from global distribution across 100+ countries while preserving the independent spirit and local character that differentiate boutique properties from standardized chain hotels.