Focusing in the Asian market: BWH Hotels’ aggressive expansion and development in the region

For the past year, BWH Hotels has been focused on expanding its presence in Asia in the past year. The company has opened new hotels, launched new brands, and leveraged its global loyalty program to attract new and returning guests in the region.

Travel Daily Media has spoken with Olivier Berrivin, Vice President of International Operations – APAC, BWH℠ Hotels, about the performance of the hotel group in Asia in the first half of 2023 as well as its goals moving forward.

Travel Daily Media (TD): How would you summarize the overall performance of BWH Hotels in Asia during the first half of this year? Are there any specific achievements or challenges worth highlighting?

Olivier Berrivin (OB): The first half of 2023 has been very productive for our company, as it included one of the biggest events in our 77-year history: our migration from Best Western® Hotels & Resorts to BWH℠ Hotels. This was a natural evolution, following the acquisition of WorldHotels™. The newly-rebranded BWH Hotels is a global enterprise that encompasses approximately 4,300 properties across 100 countries and territories worldwide, with 19 brands spanning every chain scale segment, from economy to upper upscale.

This extended reach allows us to meet the needs of developers and guests in every market, and this has already had a positive impact on our development activities. In the first six months of the year, we signed seven new hotels, which included Charm Resort Ho Tram, a member of WorldHotels Elite, which is located on Vietnam’s southeast coast and features 406 rooms and 76 villas, and Best Western Residence MerryLand Quy Nhon, an 800-key branded residence located in Vietnam’s Binh Dinh province. We also expanded our presence in key destinations such as Bangkok, Pattaya and Kyoto.

While the travel industry is certainly rebounding, the pace of the recovery is perhaps slower than expected. The Chinese market especially has not returned to the numbers that were forecasted. That said, we remain confident of a continued upturn in demand from now until the end of 2023, and beyond.

One key initiative that we were proud to announce in the first half of 2023 was our partnership with the Sustainable Hospitality Alliance (SHA). As part of this industry-wide network of like-minded, environmentally conscious companies, BWH Hotels is helping to create a sustainable future for the hospitality industry.

TD: What new developments or expansions has BWH Hotels undertaken in the Asian market during the first half-year? Could you provide some details on key projects or strategic partnerships?

OB: BWH Hotels is focusing on a series of key strategic markets that we recognize as having strong potential for growth. Vietnam was an important market last year, and we are also focusing on Indonesia, Japan, Thailand, Malaysia and the Philippines. In Bangkok alone, we currently have ten hotels, which makes BWH Hotels one of the biggest international hotel groups in this key metropolis and in Japan, we now have a footprint in almost every major city, including Tokyo, Osaka, Sapporo, Yokohama, Fukuoka and Kyoto.

We will continue to proactively seek new developments and partnerships in these markets, while also remaining aware of exciting opportunities that may emerge in the region.

TD: How has BWH Hotels adapted its strategies to cater to the evolving needs and preferences of Asian travellers? Have there been any notable changes in guest demographics or booking patterns?

OB: As the pace of recovery has not been as rapid as anticipated, with long-haul markets such as Europe and the US slower to rebound, we have actively focused on the Asian markets with higher growth, such as India, Korea, Malaysia and China. We are actively promoting our Best Western Rewards® program with campaigns for these regions and working closely with B2B agencies with offers and conditions tailored to the market.

TD: In terms of guest satisfaction and feedback, what measures has BWH Hotels implemented to ensure a superior guest experience across its properties in Asia? Are there any noteworthy initiatives or enhancements that have been introduced?

OB: Through our Medallia program, we are giving guests the opportunity to leave feedback about their stay and liaise with the hotel directly. This not only helps to enhance guest satisfaction; it also provides us with the information we need to enhance our performance.

We are also very conscious of our guests’ desire to travel sustainably and reduce their carbon footprint. This is a mindset that we share, which is why we are partnering with the Sustainable Hospitality Alliance (SHA) and focusing on the reduction of water and power consumption throughout our properties.

TD: How has BWH Hotels leveraged technology and digital platforms to enhance its presence and operations in the Asian market? Have there been any significant advancements in areas such as online bookings, mobile apps, or personalized guest experiences?

OB: Technology underpins almost every aspect of BWH Hotels’ guest experience, from helping guests to choose their perfect destination to letting them provide feedback upon completion of their stay.  We are also implementing online guest check-in and check-out, which means that guests can do this at their convenience.  We are also in the process of installing innovative wristband ID tags which will assist to store guest details.

By coordinating with our Best Western Rewards program, we can offer a highly personalized experience with the ability to meet guest requirements prior to their arrival. Through our mobile app, guests can also stay in touch with the hotel and make any pre-arrival requests including the booking of a limousine service.

TD: Looking ahead, what are the key goals and priorities for BWH Hotels in Asia for the remainder of this year? Are there any specific markets or segments that the company intends to focus on for further growth and expansion?

OB: One of our key goals in terms of development, is focusing on major markets such as Vietnam, Indonesia, Thailand, Malaysia, Japan and the Philippines. We are keeping an especially close eye on Vietnam, where we signed 21 hotel contracts in 2022. We will also look to expand our WorldHotels portfolio all across the region, with a specific focus on conversion projects.

Overall, we are aiming to expand our portfolio and increase awareness of our diverse collection of brands amongst developers and travellers worldwide.