BW Premier Collection Just Expanded in the Caribbean With Jamaica’s Terra Nova Hotel

Terra Nova All-Suite Hotel, one of Kingston’s best-known properties, has been added to BW Premier Collection, the upscale soft brand of Best Western Hotels & Resorts. 

The move highlights the growing role of soft branding in the global hotel sector, where operators are seeking to expand distribution while preserving the independence of legacy properties.

It’s the first-ever BW Premier Collection hotel in Jamaica, and a major addition to a city that has been quietly developing into the one of the region’s premier city destinations. 

BW Premier Collection now counts 84 properties worldwide, including 17 in the Caribbean. Parent company BWH Hotels, which also operates the WorldHotels and SureStay portfolios, has built one of the largest soft-brand pipelines in the industry with more than 600 hotels represented globally. That scale makes BWH the second-largest soft-branding company after Marriott.

Terra Nova, built in 1924 as a mansion and converted into a hotel in 1959, has long been a fixture of Kingston’s hospitality landscape. Its blend of historical architecture and boutique positioning has helped it maintain a niche in a capital city better known for business travel than resort tourism.

For Best Western, adding Terra Nova strengthens its presence in Jamaica, where international brands have been stepping up investment. Kingston has seen limited new supply compared to resort destinations like Montego Bay or Negril, but demand has been gradually increasing, driven by corporate travel, diaspora visitors, and regional conferences. Independent properties have increasingly turned to soft branding arrangements to access global distribution systems and loyalty programs without giving up operational control.

Soft brands have become one of the fastest-growing segments in hospitality, accounting for thousands of properties worldwide. The model allows companies such as Marriott, Hilton, and Best Western to sign legacy or boutique hotels that may not fit traditional brand standards, while still expanding their networks. For owners, the arrangement provides marketing reach and economies of scale without full rebranding.

Terra Nova’s inclusion comes as BWH is actively expanding across the Caribbean, with more than a dozen new hotels open or under development in markets from the Bahamas to Trinidad. The company’s portfolio spans more than 5,100 hotels in 102 countries, from luxury WorldHotels properties to extended-stay and economy brands.

What about prices? You can stay the Terra Nova, BW Premier Collection hotel in Kingston right now for around $202.40 per night.