While soft brands used to traditionally cover the luxury hotel
market, BWH Hotel Group has expanded its offerings to soft brand hotels
that can serve the needs of every customer’s purchasing power to further
expand its reach across the world.
BWH's soft brand collections range from premium-economy and upper-midscale to upscale and luxury properties.
Over the past four months, the hospitality provider has activated a
total of 30 soft brand hotels. Today, BWH’s portfolio comprises 500
active soft brand hotels and resorts globally, and with soft brands as a
main focus for the group, there are more than 110 new properties in the
works.
“The growth we have seen across our portfolio of soft brands is truly
outstanding and we don’t anticipate it slowing down any time soon,”
said Brad LeBlanc, senior vice president and CEO of BWH.
Many soft brand hotels have weathered the Covid-19 storm better than
branded hotels, LeBlanc added, as “developers seek more independence and
creativity in their hotels, while travellers look for more authentic
travel experiences.”
The ability for soft brands to make independent decisions, retain its
individual branding and cater to different demographics of travellers,
while continuing to receive support from its parent brand, is a win-win
solution for both operator and consumer.
Travellers have a wider selection in terms of budget and aesthetics
of the accommodation and are still able to be reassured of the same
level of hospitality associated with large hospitality operators, like
Best Western.
For soft brand operators, they’ll be able to leverage the parent
brand’s finances, marketing channels and loyalty programmes to further
raise awareness while extending unique experiences to guests.
With seven soft brand offerings and 18 brands in its chain, BWH’s
president and CEO Larry Cuculic is “confident that our flexible and
modern hotel solutions will continue to excite developers, drive revenue
to our hotels, and entice guests to experience our unique properties
across the globe.”