At the Lodging Conference in Scottsdale, Larry Cuculic highlighted the diverse range of brands offered by BWH Hotels. With 18 brands catering to different guest preferences and developer needs, BWH has established a strong presence in the hospitality industry. The company operates as a non-profit membership organization, allowing hotel owners to have voting rights and avoiding public shareholder demands. This unique structure enables BWH to focus on serving its members and providing a lower fee structure compared to other publicly traded hotel groups. One of BWH’s strengths is its member market area protections, which prevent the saturation of markets with competing brands from within the company.
BWH’s approach to brand standards sets it apart from other hotel chains. Instead of dictating every detail, the company allows for more flexibility and individuality in its properties. Quality control is a top priority for BWH, with a focus on maintaining high standards and ensuring a positive guest experience. The company has experienced significant growth in recent years, expanding its portfolio size and adding new properties across all 18 brands globally. BWH prioritizes quality over quantity and strategically chooses the right markets for brand placement to maximize revenue-per-available room.
Despite facing competition from other major hotel groups entering the mid-scale and economy segments, Cuculic remains confident in BWH’s position in the market. The company has a long history in the industry and a deep understanding of its target segments. BWH has successfully launched brands like SureStay, establishing a strong presence in the premium economy space. Additionally, the company has a significant number of soft-branded properties, allowing independent hotels to benefit from BWH’s loyalty program, technology, and distribution reach.
Looking ahead, BWH is focused on global expansion plans, with a particular emphasis on India, Vietnam, and the Middle East. While roughly half of Best Westerns are located outside of North America, there is still room for growth and development in new markets. Cuculic expressed confidence in the company’s evolution and growing influence within the industry. BWH’s strategic approach to development, emphasis on quality control, and commitment to serving its members set it apart from other hotel groups. With a diverse portfolio of brands and a focus on meeting the needs of both guests and developers, BWH Hotels is well-positioned for continued success in the hospitality industry.
