BWH performance continues to rebound strongly from recent global challenges: Berrivin

“Inspiring travel through unique experiences” BWH hotels have had an exceptional demand for their core brands and experienced a solid performance from their soft brands. In a freewheeling chat with Brand TD, Olivier Berrivin, Vice President, International Operations – APAC, BWH Hotels shares more.

Brand TD: Kindly elaborate on the USP of BWH Hotels, which key markets and cities do you operate out of? Kindly share the total number of hotels that you offer.

Olivier Berrivin (OB): BWH℠ Hotels is a leading global hospitality enterprise which comprises of three distinct hotel companies: WorldHotels™, Best Western® Hotels & Resorts and SureStay® Hotels. With approximately 4,300 hotels in over 100 countries and territories worldwide, across 19 brands, we are able to accommodate the requirements of our guests from the economy to luxury segments. Our selection of brands also provides us with the opportunity to cater to the diverse range of markets, from the adventurous independent traveller to the family segment and corporate travelers.

Our head office for Asia Pacific is located in Bangkok and we have a regional office in Sydney. We oversee the markets in South-East Asia, Japan, Pakistan, Australia and New Zealand. Our portfolio currently comprises of over 200 hotels and resorts across the region with more openings in the pipeline.

Brand TD: Can you share with us BWH Hotels’ success in 2023? What have been the ARRs and RevPAR in 2023 across the brand? Which category of hotels have been top performing, and which need more efforts?

OB: BWH Hotels enjoyed a productive year in 2023, as our performance continued to rebound strongly from the global challenges of recent years. Our ARR and RevPAR varied considerably from market to market, but we experienced a significant upturn in most destinations, in line with the robust tourism recovery. We received exceptional demand for our core brands such as Best Western®, Best Western Plus®, and upscale concepts like Best Western Premier®, and experienced solid performance from our soft brands under our WorldHotels™ and BW Signature Collection®.

Our successes also encompassed the opening of three new Best Western hotels in Bangkok, namely Best Western Chatuchak, Best Western Ratchada Hotel and Best Western Click Sathorn 11. We successfully rebranded a hotel in Pattaya, The Sanctuary Resort Pattaya, BW Signature Collection and welcomed guests to the newly opened Best Western Plus Carapace Hotel Hua Hin, all operating under our management agreements. Across the region, we opened Best Western Plus Metro Clark and SureStay Plus by Best Western Cebu City in the Philippines. In Japan, Villa Fontaine Grand Haneda Airport joined our WorldHotels Distinctive collection, and we also welcomed KAYA Kyoto Nijo Castle, BW Signature Collection. In Vietnam we introduced Best Western Premier Marvella Nha Trang and Alhambra Hotel & Convention, BW Signature Collection in Indonesia.

Brand TD: What has been your vision for the marketing and promotional strategy of the brand? From where are you getting your maximum bookings? Which source markets are most active, and which new ones are you targeting?

OB: Our global vision for BWH Hotels is “Inspiring travel through unique experiences”, and through our vision, we create global marketing strategies and personalize it to incorporate the local market for each specific brand and target audience.  We receive bookings via a combination of channels and being a global hotel group with an extensive worldwide loyalty customer base of over 57 million Best Western Rewards® member, we are fortunate to receive a considerable number of direct bookings from our loyal members.

Intra-regional travel has been a key market in the sustained recovery of Asian tourism and hospitality, so this has been an area we focused on, however with our strong brand reputation and large customer base in North America, Europe and Australasia, we will continue to take advantage of these markets.

Brand TD: What remain the challenges of the hospitality sector? How are you dealing with these challenges?

OB: The hospitality sector faces ongoing challenges including a shortage of talent in the market, persistent inflation costs and rising oil prices, which all have the inclination to impact travel and accommodation costs. Additionally, the industry must remain vigilant against the uncertainties posed by extreme weather events and natural disasters, as evident in the recent disasters in Japan.

To address these challenges, we are proactively monitoring market dynamics, adjusting our strategies, and fostering flexibility in our operations. We prioritize risk management to ensure resilience in the face of economic fluctuations and unforeseen events. Furthermore, we are committed to enhancing the overall guest experience, focusing on quality services and sustainable practices. By staying attuned to industry trends and maintaining a customer-centric approach, we aim to navigate challenges effectively and continue delivering exceptional hospitality services.

Brand TD: Kindly elaborate on the growth and expansion plans of the brand in the future and specifically in 2024.

OB: We will continue to accelerate our Asia Pacific expansion strategy in 2024, focusing on key markets such as Thailand, Vietnam, Indonesia, Japan and Australia. Following our company’s expansion and evolution over the last few years, BWH Hotels is now perfectly positioned to meet the needs of guests, owners and developers in every sector of the market. Whether it’s a downtown hotel in a key gateway city or a prime beachfront resort, an out-of-town retreat, or a pioneering property in an emerging regional hub, we have the right brand and business model to drive success.

I believe that much of our growth in the coming years will be driven by our collection of “soft brands,” such as WorldHotels, BW Signature Collection® and BW Premier Collection®, which allows owners to retain their unique sense of identity while also tapping into BWH Hotels’ extensive global support network. SureStay Hotels could also see rising demand in the coming years, as the demand for international-standard, value-for-money accommodation continues to grow.

Brand TD: What trends in hospitality do you see going forward in 2024, in Thailand as well as globally?

OB: In 2024, the hospitality industry is undergoing strategic shifts to meet the preferences of tech-savvy travellers seeking seamless experiences. Aiden® by Best Western effortlessly integrates business and leisure, offering a connected journey. Our soft brands, including WorldHotels, BW Signature Collection and BW Premier Collection, empower hotels to showcase the local culture within our global presence.

The current economic landscape has led to a noticeable trend where travellers increasingly prefer value-driven vacation choices. Best Western’s diverse portfolio, featuring midscale concepts and innovative brands like Vīb® and SureStay Hotels, caters to the evolving preferences of discerning travellers. Our commitment to environmental stewardship is evident through the Earth, People, and Community (EPC) initiative, actively promoting sustainable guest behavior for a more environmentally conscious future.

Furthermore, the integration of Artificial Intelligence (AI) is crucial for staying relevant to Generation Z and emerging Generation Alpha travellers. Best Western is strategically implementing AI to enhance traveler experiences, from seamless accommodation discovery to providing destination inspirations, reinforcing our commitment to staying ahead in the dynamic hospitality landscape.