BWH Hotels readies to broaden its presence across Australasia

From inflationary pressures, cost of living struggles and shifting traveller sentiment, hotel guests have come to expect a new way to experience travel. This shift in demand has kept hoteliers and owners diversifying their assets to maintain relevance with consumers.

One company that has continued to broaden its prospects, maintaining a flexible approach for both guests and hoteliers is BWH Hotels.

The Evolution of Best Western Hotels & Resorts

Previously renowned in the industry as the superior midscale hotel brand, Best Western Hotels & Resorts saw a need to strengthen its upscale brand offering to showcase a well-rounded portfolio to cater to every type of guest. Following the acquisition of the distinguished luxury brand, WorldHotels,

BWH Hotels was established in the global marketplace. Rounding out its brand collection, now bolstering its upper upscale and luxury hotel brands alongside its globally recognised Best Western brands and the fastest growing economy brands, SureStay. BWH Hotels was originated to represent the three hotel companies including WorldHotels, Best Western Hotels & Resorts and SureStay Hotels. With more than 125 years of collective accommodation experience, offering 18 brands from luxury to economy and extended stay to soft brands, BWH Hotels seized the opportunity to compete on the global stage.

With over 4300 hotels in 100 countries and territories around the world, BWH Hotels has proven that a hotel brand originated with regional roots can in fact make a significant name for itself across every chain scale segment.

Building Out the BWH Team

Among the most recent changes to the BWH brand has been the introduction of new leadership to the Australasia team. In September 2023, Rod Munro was appointed as Managing Director of BWH Hotels Australasia. Equipped with 30 years of hospitality industry experience, Rod assembled his team of development professionals with one mission in mind: grow the brand.

With the intent on rapidly expanding BWH Hotels’ portfolio in Australasia, the need to build out the existing development team came as no question. The introduction of new talent brought with it a diverse range of operational, management and development expertise. The addition of seasoned hotel professionals strengthened the existing department with accommodation-focused experts contributing not only their knowledge but also added diversity to the greater BWH team. Now, almost one year into his new role, Rod and the development department have strengthened the hotel growth pipeline across Australia and New Zealand.

Growing the BWH Brand

Continuing the momentum of the growing brand, with the purpose of bringing in new hotels, the development team is on track to sign eight hotels over the next five months. Evidenced by the most recent signing of Best Western Adelaide Airport, the development team are making big strides in establishing the BWH brand in key markets and reestablishing the distinguished Best Western brand in South Australia. With more than eight projects in various stages of the development pipeline, the BWH team are set to launch new brands, reinvigorate existing properties and take on new hotels as part of the brand’s soft brand offering.

Based on the current pipeline of prospective hotels and recent hotel signings across Australasia, a collection of recurring themes has given way to the demand for hotel development. The momentum is building in the desire for soft brands, Hotel Management Agreement models, first-in-destination hotel brand launches and a strong drive for needs-based tailored contract terms.

Trends in Development

Hotel investors and developers have been increasingly seeking out BWH Hotels’ soft brand hotel offerings for their enticing blend of flexibility and brand support. These opportunities offer a winning combination of independence and access to the robust resources of a global hospitality network. Hoteliers gain the freedom to shape their properties according to their vision while benefiting from the trust and recognition associated with a respected global brand. This appeal stems from BWH Hotels’ commitment to empowering partners and fostering innovation, making soft hotel brands a top choice for those seeking to maximise both creativity and success in the hospitality marketplace.

These trends have given way to a fresh hotel development approach for BWH, having previously been known for franchise contract terms and prescriptive agreement types. Now equipped with the talent and expertise of seasoned operations professionals encompassing the development team, the brand has entered a new era of offering Hotel Management Agreements and Manchise Agreements for developers looking to outsource day-to-day operations. Now working closer than ever with its Asia counterparts based in Bangkok, BWH Hotels Australasia is equipped to bring the management opportunities in-house. With two of its recent signings offering HMA contracts, the trend is gaining interest with hoteliers looking to connect with a global powerhouse brand.

Hoteliers are increasingly drawn to the allure of establishing first-in-destination hotel developments, recognising the immense potential for market dominance and differentiation. Being the pioneer in a new destination not only grants them a competitive edge but also allows for the cultivation of a unique identity and guest experience. This strategy enables hoteliers to capture the attention of travellers seeking novelty and authenticity, driving demand and loyalty. By strategically positioning themselves as trailblazers in emerging markets, hoteliers can capitalise on untapped opportunities and establish themselves as trendsetters, setting the stage for long-term success and growth in the industry.

With the opening of Executive Residency Woolloongabba later in the year, the first Executive Residency by Best Western in Australasia, this extended stay brand is capturing the attention of developers and investors across primary and secondary cities. This long-stay offering meets the needs of one of the hotel industry’s fastest growing segments. The upper midscale to upscale brand provides guests with the perfect combination of a hotel and home away from home product to deliver an enriching extended stay experience whilst leveraging the iconic Best Western brand.

Off the back of the brand’s new in-house management approach, BWH Hotels has taken on a new, flexible contract tactic: if you don’t want it, you don’t need it. This new approach allows hoteliers, investors, and developers to devise flexible, needs-based contract terms. Recognising the importance of adaptability in the evolving hospitality landscape, this strategy fosters stronger partnerships and ensures mutual satisfaction. By prioritising flexibility and understanding individual requirements, BWH Hotels sets a new standard for collaboration in the industry. This forward-thinking initiative reflects the brand’s commitment to innovation and hotelier-centric solutions.

BWH Readies to Broaden its Presence

With BWH Hotels’ visionary new development team at the helm, the future of hospitality looks brighter than ever. Based on the team’s strategic operational, management and development expertise, coupled with a growing pipeline of new hotel openings, promises to revolutionise the BWH Hotels brand. As evidenced by recent signings, hoteliers and developers are eager to embrace the flexibility and forward-thinking approach offered by BWH Hotels’ unique strategies. By empowering partners with need’s based contract agreements, BWH Hotels is setting the stage for unprecedented growth and collaboration. As the brand continues to pioneer first-in-destination hotel openings, BWH is poised to expand its footprint across Australasia for a new era of hospitality.

First published in the new Winter Issue of AccomNews. HERE