BWH Hotels may be turning 80 this year, but the hospitality group is positioning itself less as a legacy hotel company and more as an evolving global platform built for the next generation of travellers and hotel owners.
As traveller expectations shift toward experiential stays and local authenticity, the group is doubling down on what its executives describe as “thoughtful development” – expanding strategically into emerging markets while staying agile enough to adapt to changing travel behaviours and technology.
Building a broader portfolio
For president and CEO Larry Cuculic, the company’s transformation over the past decade and a half marks the biggest shift in its history. Once largely defined by a single brand, BWH Hotels has since built a diversified portfolio that includes SureStay, Aiden, BW Premier Collection and Signature Collection, before acquiring WorldHotels around seven years ago.
The result is a hospitality portfolio that now spans luxury to premier economy segments while catering to both independent hoteliers and global developers. “We wanted to have a hotel brand for every type of traveller and every type of developer,” Cuculic explained.
Increasingly, BWH Hotels is leaning into soft brands and experiential accommodation as today’s guests look beyond standardised hotel experiences. “There was a time and a place for consistency and a cookie-cutter hotel, but more travellers today want a different hotel experience every place they go,” said Ron Pohl, president of international operations for BWH Hotels and president of WorldHotels.
The strategy is also shaping brands such as Aiden, which allows midscale and upper-midscale hotels to embrace the identity of their local communities. The new Aiden Surawong Bangkok, the brand’s first property in Southeast Asia, reflects this direction through its 1920s Art Deco-inspired design and neighbourhood-driven character.
The company has also entered the glamping segment with the launch of WorldHotels Backdrop, a collection of upscale outdoor retreats in scenic destinations, including Zion Wildflower Resort in Utah, Asheville River Cabins in North Carolina and The Lodge at Pico Bonito in Honduras – a move that reflects the growing demand for immersive and outdoors-driven travel, especially among younger travellers.
Growth with intention
At the same time, Asia Pacific has emerged as one of the company’s biggest priorities for growth. “APAC is our most focused effort today,” said Pohl.
Vietnam is expected to see the highest number of hotel openings in the near term, supported by a pipeline of hotels and branded residences. India currently has 24 hotels in development, while Thailand remains an important growth market.
The company is also forging partnerships with regional hotel groups including Central Apartment Group in Australia and Denmark’s De Historiske Hotels, which recently joined WorldHotels.
Rather than chasing volume, the focus remains on “the right hotel in the right market” – an approach designed to generate sustainable returns for owners while protecting existing properties in the network.
“Our mission is the success of our hotels, not dividends that we pay to investors,” said Cuculic. “It has to be a successful marriage.”
As the company celebrates its 80th anniversary, it is preparing for its next phase of reinvention. A revamped loyalty programme, refreshed branding and a redesigned digital presence are set to be unveiled later this year, alongside increased exploration into artificial intelligence and customer data.
“We’re trying to be more creative in how we do business,” remarked Pohl. “And if we’re going to be relevant for 80 more years, we’ve got to figure that out. The exciting thing is the industry continues to evolve, and technology is playing a fun part of it.”
Eight decades in, the next chapter for BWH Hotels may be its most ambitious yet.
This article was first published in Travel Weekly Asia’s April-June 2026 issue. Click here to read more from this issue.