As the hospitality industry starts reaping the benefits from the
post-pandemic travel recovery, BWH Hotel Group has its sights set on
further entrenching its presence worldwide. Expansions, new brand
launches and acquisitions in the group’s pipeline will cover 100 key
“Our industry is finally on the road to recovery after enduring one
of the most challenging periods in its history,” said Larry Cuculic,
president and chief executive officer, BWH Hotel Group. He added that
continuous efforts in supporting its hoteliers and ensuring guests’
safety and wellbeing is finally paying off as they “celebrate continued
success in our development initiatives across the globe.”
Ron Pohl, who was promoted to BWH’s president of international
operations and president of WorldHotels earlier this year, is the main
stakeholder in charge of strengthening the organisation’s presence and
its operations on a global level.
“We have made significant strides in diversifying our portfolio and
offering new and exciting brands that exceed developer and guest
expectations,” Pohl said.
Before BWH launched varied brands across every chain scale segment –
from luxury to economy – to cater to every guest’s needs, the group
first looked at establishing a solid foundation of its core brands —
Best Western, Best Western Plus and Best Western Premier. Its owners had
invested billions of dollars in revitalising the properties under these
three brands, and today they number 3,171 with an additional 284 slated
to open soon.
Having established a strong base, BWH then further broadened its
global reach with soft brand offerings, including BW Signature
Collection, BW Premier Collection and WorldHotels Collection. These are
300 hotels and resorts opened under its soft brands, with 85 new ones in
economical concept (SureStay Hotel Group) and upscale boutique hotels
Vīb, GLō, Sadie and Aiden have also played a critical role in dominating
BWH's key focus for the longer term still hinges on its core brands.
But more effort will be poured into growing its soft collections and
boutique brands that have been widely received from both developers and
travelers. The group has also ventured into extended stay properties,
with the Executive Residency Woolloongabba slated to open in Q4 2022.