BWH Hotels, a renowned hospitality brand around the world, convened over three thousand hoteliers, operators, and partners in Seattle this week for its annual meeting, produced in an exciting year of rapid global expansion for BWH Hotels and continued growth of its companies and brands, including WorldHotels
, Best Western® Hotels and Resorts, and SureStay® Hotels. The 2023 event continued the pace of BWH Hotels’ commitment to be the most welcoming hospitality brand in the world, as the theme of the event was ‘Welcome Begins Here!’
The event was a significant reflection of the company’s journey to reshape the global hospitality industry. BWH Hotels is focused on delivering memorable, locally inspired experiences, ensuring that each guest feels at home, no matter where they are.
A Vision for Global Transformation
Larry Cuculic, President and CEO of BWH Hotels, shared his bold vision for the brand, which now aims to set new standards for hospitality worldwide. The convention theme, “Welcome Begins Here,” is not just a slogan but the foundation of the company’s global transformation. This commitment is already evident, as BWH Hotels generated USD 8.5 billion in revenue over the past year. The company reported a 25% year-over-year surge in bookings through the Best Western To Go® app, while its RevPAR Index of 108 outpaced industry benchmarks.
Best Western Rewards®, the brand’s loyalty program, now serves over 64 million members, offering benefits such as points that never expire, further solidifying its reputation as a customer-first brand.
Innovative Announcements for Enhanced Customer Experience
At the convention, BWH Hotels unveiled several key announcements aimed at enhancing the guest experience:
- New Digital Platforms: Attendees were given an exclusive preview of the revamped BestWestern.com website and mobile app, set to launch in 2026. The new platform will be powered by AI and offer personalised recommendations, optimised content for emerging search engines, and locally tailored experiences, creating a more seamless and engaging digital journey for travelers worldwide.
- Tech-Enabled Efficiencies: The launch of AutoClerk® Atlas, a next-generation property management system, was also announced. This scalable and intuitive system, powered by HotelKey, aims to revolutionise both the guest and hotel team experience, enhancing operational efficiency.
Strategic Partnerships and Expanding Opportunities
BWH Hotels also capitalised on its partnership opportunities, with a strategic alliance with Tripadvisor® for the 2026 FIFA World Cup. This exclusive partnership will allow Best Western Hotels & Resorts to host travelers attending the World Cup, offering accommodations close to match locations and key travel routes, enhancing the guest experience during this major international event.
Additionally, WorldHotels expanded its footprint this year by adding several new properties, including the Van der Valk Plaza Beach Resort Bonaire, joining the WorldHotels Elite collection. The integration of Soul Spring Sanctuary into the WorldHotels Luxury collection further emphasises the brand’s commitment to luxury and wellness travel. WorldHotels aims to reach 250 properties by the end of 2026.
Expanding Development with Strategic Focus
BWH Hotels has also made significant strides in developing new hotels globally. The company signed over 300 international deals this year, with key expansions in Saudi Arabia, India, South Korea, Vietnam, and Latin America. The brand’s partnership with independent developers continues to drive its growth, with over 130 new projects signed in North America alone. Aiden®, the company’s boutique brand, continues to grow rapidly with projects in cities like Kansas City, Toronto, Dallas, and Vancouver.
New Liability Insurance Program
In another significant move, BWH Hotels will launch a new Liability Insurance Program on December 1, 2025, developed in partnership with Willis Towers Watson® and CNA®. This program will provide cost-effective, comprehensive liability coverage for hoteliers, helping protect assets and reduce expenses.
A Visionary Path Forward for BWH Hotels
BWH Hotels’ commitment to global growth, technological innovation, and strategic partnerships places it at the forefront of the hospitality industry. The company’s vision to be the world’s most welcoming hospitality brand is not just a goal but an ongoing journey that promises a unique and memorable experience for travelers worldwide.
BWH Hotels will continue its leadership position in the dynamic hospitality environment, with new innovations in customer experience, increased partnerships, and sustainability at the foundation of the hotel company’s growth. It will continue to be a significant contributor to moving travel and hospitality forward as it works to achieve a global presence.
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