BWH Hotels Expands Global Footprint with Nearly 100 New Properties in First Half of 2025
PHOENIX, Arizona—BWH Hotels has significantly accelerated its global expansion, adding nearly 100 new properties to its portfolio during the first half of 2025. These additions span high-demand regions such as Latin America, the Middle East, and Asia Pacific, aligning with current travel trends that emphasize cultural exploration, wellness, and outdoor experiences.
This rapid growth reflects BWH Hotels’ strategic focus on both domestic and international development, positioning the company as the world’s second-largest independent soft brand operator. With a robust development pipeline of over 200 hotels and 15,000 rooms, BWH Hotels is making steady progress toward its ambitious five-year “North Star” goal of reaching 5,000 hotels worldwide. Supporting this growth are the company’s two loyalty programs—Best Western Rewards and WorldHotels Rewards—which continue to deliver strong value to both guests and hotel owners.
“The first half of 2025 has been nothing short of transformative for BWH Hotels,” said Larry Cuculic, President and CEO of BWH Hotels. “We’ve not just added hotels; we’ve strategically expanded our global footprint. This milestone reflects the dedication of our partners and hoteliers who share our vision for exceptional hospitality. As we move toward our goal of 5,000 hotels, we are not only meeting the growing demand for travel—we are anticipating it, innovating within it, and delivering experiences that will shape the future of our industry. Our mission goes beyond expansion; it’s about creating lasting value and building a truly global legacy.”
New Hotel Openings Across the Globe
BWH Hotels has strengthened its presence across its 18 brands, particularly in the luxury and upscale segments. Notable additions include:
– Soul Spring Sanctuary, WorldHotels Crafted Collection – Xochitepec, Mexico
– Wenlan Hotel, WorldHotels Elite Collection – Northern Hangzhou, China
– Best Western Premier Hidden Hills Hotel – Istanbul, Turkey
– The Dextro, BW Premier Collection – San Diego, California
– Shades, Orakai Cheonggyesan Hotel, BW Premier Collection – Seoul, South Korea
– Best Western Port Lincoln – Port Lincoln, Australia
– Melrose at Seabrook, BW Signature Collection – Seabrook, Texas
BWH Hotels also debuted its first glamping property with the Zion Wildflower Resort, part of the WorldHotels Crafted Collection, located near Zion National Park in Virgin, Utah.
Middle East Expansion
The company has made significant inroads in the Middle East, a region experiencing strong tourism growth fueled by government investment and rising demand for luxury and business travel. BWH Hotels aims to reach 70 properties in the region by 2027 and has already signed eight new hotels in 2025, including:
– WorldHotels King Road – Jeddah, Saudi Arabia
– The Pearl of Africa, WorldHotels Luxury Collection – Kampala, Uganda
– Best Western Premier – Riyadh, Saudi Arabia
– Best Western Premier Madinah Hotel – Madinah, Saudi Arabia
These properties join a growing regional portfolio that includes the WorldHotels Crafted Sunflower Resort in AlUla, the Aiden Shades Hotel in Jeddah, the upcoming Best Western Plus Hotel in Makkah (opening Summer 2025), and the Executive Residency Al by Best Western Shafa Hotel in Jeddah (opening Winter 2025).
Focus on Emerging Hospitality Segments
BWH Hotels is also expanding into emerging hospitality categories that align with evolving traveler preferences and developer needs:
– @HOME by Best Western: A new-build, upper-midscale extended-stay brand with over 30 hotels in development. This brand caters to guests seeking comfort, flexibility, and modern amenities for longer stays.
– Glamping Resorts: Following the success of Zion Wildflower Resort, BWH is adding more glamping properties to its development pipeline, offering independent operators access to advanced technology and procurement resources.
– Aiden Collection: This design-focused boutique brand continues to grow in urban markets, offering modern amenities and tech-forward features in both new and reimagined properties.
With a clear vision and strategic growth plan, BWH Hotels is well on its way to redefining the global hospitality landscape.
Source: lodgingmagazine.com