NEWS
BWH Hotels Accelerates Global Expansion with Nearly 100 New Properties in 2025
BWH Hotels, the global hospitality group behind WorldHotels™, Best Western® Hotels & Resorts, and SureStay® Hotels, has reported a significant growth milestone with the addition of nearly 100 new hotels during the first half of 2025. This rapid development is aligned with high-demand trends including cultural travel, wellness tourism, and outdoor adventure, and spans key markets such as Latin America, the Middle East, and Asia Pacific.
Backed by its two loyalty programs—Best Western Rewards® and WorldHotels Rewards℠—BWH Hotels continues to strengthen its global footprint with an active pipeline of over 200 hotels and 15,000 rooms, positioning itself as the second-largest independent soft branding company worldwide. The group’s progress is a pivotal step toward its “North Star” strategy of reaching 5,000 hotels globally in five years.
The company’s President and CEO, Larry Cuculic, emphasized that this phase of growth reflects a broader strategy of innovation, consistency, and delivering value both to travelers and hotel owners.
BWH’s 2025 expansion includes standout additions across its luxury and upscale brands, such as:
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Soul Spring Sanctuary, WorldHotels Crafted Collection (Xochitepec, Mexico)
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Wenlan Hotel, WorldHotels Elite Collection (Hangzhou, China)
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Best Western Premier® Hidden Hills Hotel (Istanbul, Turkey)
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The Dextro, BW Premier Collection® (San Diego, USA)
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Shades, Orakai Cheonggyesan Hotel, BW Premier Collection (Seoul, South Korea)
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Best Western Port Lincoln (Australia)
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Melrose at Seabrook, BW Signature Collection® (Seabrook, Texas, USA)
The company also made its glamping debut with the Zion Wildflower Resort, WorldHotels Crafted Collection, in Virgin, Utah, tapping into the growing demand for experiential accommodations.
The Middle East remains a key focus area, with eight new signings in 2025, including:
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WorldHotels King Road (Jeddah)
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The Pearl of Africa, WorldHotels Luxury Collection (Kampala, Uganda)
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Best Western Premier Riyadh
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Best Western Premier Madinah Hotel
These additions join existing pipeline properties like the WorldHotels Crafted Sunflower Resort (AlUla), Aiden® Shades Hotel (Jeddah), Best Western Plus® Hotel Makkah, and Executive Residency Al by Best Western® Shafa Hotel, both set to open in 2025.
BWH Hotels is also pushing boundaries in emerging categories:
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@HOME by Best Western℠: An upper-midscale extended-stay brand with over 30 projects underway.
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Glamping Resorts: A new segment for BWH, supporting independent operators.
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Aiden® Collection: A growing boutique brand known for tech-forward design and modernized properties.
This forward momentum demonstrates BWH Hotels’ commitment to creating a diverse, future-ready hospitality portfolio, offering travelers flexible, locally relevant options across segments and geographies.
Source: BWH Hotels
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