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Cuculic with Bill Ryan , SVP and CTO , discussing incoming software advancements .
used by senior leadership to describe record profit and growth , a surge in soft-branded properties and new frontiers in glamping , international development and technology .
In return , the nearly 3,000 in attendance displayed levels of enthusiasm usually found in venues like the Daytona 500 , and for good reason . Through its unique membership model , like the pit crew of a winning team , they would all share in the reward .
“ Every day is a race to win ,” said Larry Cuculic , president and CEO of BWH Hotels , during a general session . “ When you do your night audits , you want the competition in the rearview .”
If its preparations for the near future are any indication , the company , and its now 18 brands , has no plans of slowing down . Fittingly , at the welcome party held inside the NASCAR
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Hall of Fame , Earnhardt ’ s blue-and-yellow 1981 Pontiac Grand Prix was on prominent display . The Intimidator would be proud .
INDIVIDUALITY AS INNOVATION No two BWH Hotel properties are alike . Designed to reflect their locations and culture , they are manifestations of the people who run them . Rather than tamp down this individuality , BWH has embraced it wholeheartedly ; so long as they meet brand standards of service and quality , they are untethered to any constraints of style or decor .
It ’ s a reflection of the company ’ s unique membership model , one where its members are given the leeway and latitude to customize their guest experiences to their specific needs . In 2019 , members voted against opening BWH Hotels
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to outside investors . It would require a two-thirds majority vote to even entertain the idea of going public , but don ’ t count on it anytime soon . “ Best Western is not for sale ,” said BWH Hotels Board Chairman Phil Payne .
Nearly $ 64 million in profits were distributed to members in 2023 —$ 17 million more than in 2022 — and through a significant increase in both leisure and business travel , the brand reached the milestone of $ 1 billion in sales revenue for the first time .
Guest retention and satisfaction has followed suit . BWH Hotels generated $ 1.75 billion in North American revenue in 2023 , up 6.2 % over the previous year , and has recorded , it said , 43 consecutive months of year-over-year growth for accommodations booking through its website , BWH . com .
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ONE PLANET , ONE WEBSITE After Best Western ’ s acquisition of WorldHotels to form BWH Hotels , its domain spread to 4,300 hotels in 100 countries and ranged from economy and extended-stay up through to luxury .
But for years , synchronizing membership rewards and the booking software was a challenge not easily solved . Through new software from companies like Sabre Hospitality and Mews , hotels across the BWH global system will be bookable through the BWH Hotels website . The added website capabilities are a boon to the numerous independent hotels and soft brands , which will benefit from a robust marketing infrastructure .
A truly global booking directory has long been a goal of Ron Pohl , president of WorldHotels and international operations , BWH Hotels . With the merging of its various loyalty programs , its 60-million members are free to roam the world with full access to their loyalty rewards .
“ We have to be very careful that we only connect the brands when it ’ s important to do so ,” said Pohl . “ We will merge the loyalty programs next year at some point in time because that gives everybody strength . Customers today prefer to earn their points at the midscale or upper-midscale , then use them in the luxury segment , so it makes sense to merge those programs and strengthen it to as
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Jan / Feb 2025 hotelsmag . com 15 |