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Reopening in March 2025 , Zion Wildflower Resort is BWH Hotels ’ foray into “ glamping .” |
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many guest loyalty programs as we have .”
Any fears that an influx of discounted rates could affect profitability have been accounted for — a percentage of all bookings is reimbursed to hoteliers for discounted rates .
Hoteliers are encouraged to open their inventory and are repaid for catering to returning guests .
“ We basically turn the money back to our members ,” said Cuculic . “ It ’ s an incentive for them to open their inventory , grow the program with us and to pay for that room . The other beauty of it is we have no debt as a company , so we have a balance sheet that supports that type of rich program .”
FINDING NEW FRONTIERS “ Growth is everything , right ?” said Brad LeBlanc , SVP and
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CDO , BWH Hotels . “ To be a fully robust company , we need locations at different price points and in different markets . It ’ s important that I have a family of brands that can service our members — and our future members ’ needs — so if someone is interested in developing upscale , I have a brand for that . If they want economy , I have a brand for that . If they want an independent collection , I have a brand for that .”
BWH Hotels ’ aggressive expansion plan is part of an overall strategy to reach all market segments at different price points , while allowing returning guests the freedom to earn and spend their rewards points at each .
That go-forth mentality is embodied in their marketing campaign “ Life ’ s a Trip ,” as well as the reliance of
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targeted content creators on social media to promote their journeys through the eyes of the traveler .
“ We often have hotels in places where other brands don ’ t , so we look for influencers
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who have that kind of ‘ explorer ’ mindset looking for those untapped areas , but who are also families , or adventure advocates and influencers themselves ,” said Joelle Park , SVP and CMO , BWH Hotels .
BWH Hotels Board Chairman Phil Payne : “ Best Western is not for sale .”
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16 hotelsmag . com Jan / Feb 2025 |