DEVELOPMENT
will also be outfitted with solar panels .
The Scandinavian properties will be built in strategic locations , with the first hotel — Aiden by Best Western Herning — having opened in February in Herning , Denmark . The 204-room , modular-construction hotel includes a gym with a sauna , and conference facilities .
“ We are excited about the growth we ’ re seeing in our global Aiden portfolio ,” said Ron Pohl , president of international operations for BWH Hotel Group and president of WorldHotels . “ There are many markets around the world that are ready for a hotel product like Aiden , and we are capitalizing on demand in key markets such as Scandinavia , India , Thailand and Australia . We look forward to continuing to bring this exceptional product to life in destinations across the globe .”
GROWING OUT BWH Hotel Group has gone on a brand tear from where it was just a little more than a decade ago under the direction of former CEO David Kong , who left in 2021 and was replaced by Cuculic , who was formerly SVP , general counsel and corporate secretary for the company . It ’ s latest brand , Home by BWH , was launched in October 2022 and is positioned in the midscale , extendedstay segment and will offer newbuild and conversion opportunities .
“ We know that extended-stay is an important market segment and there is tremendous demand for more options in this category ,” said Cuculic .
The idea behind Home is to create a lean operational business under the philosophy of “ options , not mandates .”
“ The extended-stay segment has been outperforming the industry , is driving 25 % higher revenue than in 2019 and it is showing no signs of slowing down ,” said Brad LeBlanc , SVP and CDO of BWH Hotel Group . “ When talking to our hoteliers about the segment and assessing what is on the market , we recognized an opportunity to change the way extended-stay is designed , both for the developer and guest .
BWH Hotel Group ' s portfolio currently includes 4,500 hotels under 19 brands in more than 100 countries .
WE KNOW THAT EXTENDED- STAY IS AN IMPORTANT MARKET SEGMENT AND THERE IS TREMENDOUS DEMAND FOR MORE OPTIONS IN THIS CATEGORY .
– LARRY CUCULIC , PRESIDENT AND CEO , BWH HOTEL GROUP
60 hotelsmag . com Mar / Apr 2023
A mural at the Aiden by Best Western Herning in Denmark .
The restaurant and bar area at Aiden by Best Western @ Darling Harbour in Sydney , Australia .