At its annual convention, held in Charlotte, NC, BWH Hotels celebrated a record year and launched new initiatives, while also revealing its foray into the glamping space.
The company presented several milestones to the 3,000-plus attendees at the event, including reaching $1 billion in sales revenue for the first time thanks to “significant” increases in both leisure and business room nights throughout 2024.
With $8.5 billion in international hotel revenue, President/CEO Larry Cuculic said that BWH is one of only two global hotel companies covering everything from economy to luxury. This year, the company signed nearly 300 properties, reinforcing its position as the second-largest soft-branding company in the world.
“We have never achieved those kinds of numbers in either of those areas,” he said.
Glamping exploration
The company also revealed that it has entered the glamping market with the introduction of the Explorer Series as part of its Premier Collection soft brand. The upscale Zion Wildflower at the base of Zion National Park will be the first property.
“As I looked across our brands and where the industry is going, it is more and more experiential,” said Brad LeBlanc, chief development officer, BWH Hotels. “We all see it. It is no surprise.”
LeBlanc said that he was approached by one of the company’s members who had developed an upscale glamping experience at Zion National Park. “He wanted to plug his glamping experience into our distribution system,” the CDO said.
While the first property opens in March for the 2025 season, LeBlanc said that he ultimately wants to open 200 locations in the Explorer Series.
New initiatives
BWH also introduced two new insurance programs for its hoteliers, including one for property insurance that launched on Nov. 1.
The second is a captive general liability program. “Our members have asked us to help them in that regard,” said Cuculic. “Because of our membership model, we’re willing to partner with them about being the first level of insurer at the general liability level. With no exclusions, deductible or self-insured retention, it is going to save them an awful lot of money.”
The company is also combining its Best Western Rewards and WorldHotels Rewards programs into one.
“It is grounded in what the consumers said they want,” said Joelle Park, SVP, chief marketing officer. “When we did research among both our current loyalists and consumers at large, we asked about what they look for in a loyalty program and what would drive additional consideration.”
She said guests wanted a more simple way to participate in a loyalty program. “Therein lies the opportunity,” she added. “Simple means not having to educate them on two different rewards programs and track different sets of points.”
Also revealed was a new DEX 3.0 Finance Program initiative funded by the company, which offers financing packages to help hotels fund their FF&E directly through BWH Hotels Supply.
“We have such a strong balance sheet that we are actually extending credit to our hoteliers at a rate that is either 4% or 6%, which is unheard of right now,” said Cuculic.
The CEO also presented the company’s goal of reaching 5,150 hotels in the next five years. “I was very direct in that regard, because we need our international partners to help us get there,” he said. “I need their commitment.”
