HotelsBWH looks to further expand its footprint with soft brand offerings spanning economy to luxury.

Best Western broadens global reach with a soft approach

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The group shifts its focus to soft brand hotel launches for travellers ranging from low to high accommodation budgets. Berghotel Rehlegg, BW Premier Collection in Germany pictured.
The group shifts its focus to soft brand hotel launches for travellers ranging from low to high accommodation budgets. Berghotel Rehlegg, BW Premier Collection in Germany pictured. Photo Credit: BWH Hotel Group

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.”

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