Published on
October 13, 2025
BWH Hotels, a world-leading hospitality organization with WorldHotels™, Best Western® Hotels & Resorts, and SureStay® Hotels, hosted more than 3,000 guests to its 2025 Annual Convention in Seattle. The event, with the theme “Welcome Begins Here”, marked collective success and prepared the company for ongoing success. BWH Hotels rolled out during the convention some of its most important strategic initiatives aimed at reinforcing its position within the global hospitality industry and wooing luxury travelers as well as business clients.
Shaping the Future: “Welcome Begins Here” – A Foundation for Global Transformation
At the heart of this year’s convention was the theme “Welcome Begins Here,” a declaration of BWH Hotels’ vision to become the most welcoming hospitality brand in the world. Larry Cuculic, President and CEO, explained that this theme is not just a convention slogan but the beginning of a global transformation. The focus will be on delivering memorable, locally inspired experiences that make guests feel at home, no matter where they travel. This vision aligns with BWH Hotels’ ongoing commitment to provide exceptional service across all its brands.
Impressive Financial Performance: $8.5 Billion in Revenue
Over the past year, BWH Hotels has reported $8.5 billion in revenue, solidifying its position as one of the leading hospitality groups in the world. The success was driven by Best Western To Go® app bookings, which saw a 25% year-over-year increase, along with a RevPAR Index of 108 that surpassed industry benchmarks. This performance not only demonstrates the company’s resilience but also highlights its ongoing efforts to optimize guest experiences and expand its reach.
Enhancing the Digital Experience: New Website and App Coming in 2026
As part of its focus on digital innovation, BWH Hotels introduced a preview of the new BestWestern.com website and mobile app, which will launch in 2026. This new platform, powered by AI, will provide personalized recommendations, localized content, and optimized experiences for global travelers. Designed with the guest experience at the forefront, the new digital tools will make it easier for customers to book stays, plan itineraries, and access tailored travel options on any device.
This move signals BWH Hotels’ commitment to technological advancement, ensuring the brand remains at the forefront of guest-centric design and digital transformation.
Introducing AutoClerk® Atlas: The Future of Property Management
BWH Hotels also announced the launch of AutoClerk® Atlas, a next-generation property management system (PMS) powered by HotelKey. This innovative system represents a significant leap forward in operational efficiency for hotel teams, enabling them to better manage guest experiences and streamline backend processes. With scalability and intuitiveness at its core, AutoClerk Atlas is designed to meet the needs of modern hotels while offering cutting-edge solutions for property management.
This system will not only enhance operational workflows but also provide guests with a more seamless experience from check-in to check-out.
Strategic Partnerships: Capitalizing on the 2026 FIFA World Cup
BWH Hotels revealed a strategic partnership with Tripadvisor® for the ‘Chasing the Cup’ campaign, aligning with the upcoming 2026 FIFA World Cup in the United States. This collaboration ensures that Best Western Hotels & Resorts properties are featured as preferred accommodations for travelers attending the World Cup matches and traveling along key routes. This partnership is an opportunity for BWH Hotels to attract a global audience and enhance visibility during one of the largest international sporting events.
Expanding Luxury & Experiential Travel with WorldHotels™
WorldHotels™, BWH Hotels’ luxury brand, continues to expand its portfolio with new additions such as the Van der Valk Plaza Beach Resort Bonaire and the integration of Soul Spring Sanctuary, a wellness-forward concept. By the end of 2025, WorldHotels™ will have several new properties joining the Elite and Luxury collections. These additions reflect the growing demand for luxury and experiential travel, offering travelers a combination of high-end accommodations and unique, personalized experiences.
With WorldHotels™ aiming to reach 250 properties by 2026, the brand continues to solidify its presence in the luxury hospitality market.
Partnering with Independent Developers to Fuel Growth
BWH Hotels continues to partner with independent developers, signing over 130 new deals across North America. The company’s Collections brands, including Aiden®, SureStay®, and WorldHotels™, now represent over 25% of all new hotel developments. The growth of Aiden®, a boutique brand, is especially noteworthy, with new properties under development in cities like Kansas City, Toronto, Dallas, Newark, Vancouver, and Pullman, WA. This brand’s growth underscores BWH Hotels’ commitment to diversifying its offerings and tapping into the growing demand for boutique hotel experiences.
Global Expansion: New Deals in Asia, Saudi Arabia, and Latin America
BWH Hotels also made notable strides in global expansion, signing over 300 international deals this year. In Saudi Arabia, 11 new projects were secured, reflecting the company’s alignment with Vision 2030, the Kingdom’s strategic development plan. In Asia, new openings in India, South Korea, and Vietnam continue to fuel BWH Hotels’ international growth, while Latin America is on track for a record-breaking year, with over 20 new deals signed.
This international expansion is part of BWH Hotels’ broader strategy to diversify its portfolio and strengthen its presence in emerging markets, creating opportunities for growth and greater global reach.
Introducing the Liability Insurance Program for Hoteliers
BWH Hotels is also launching a new Liability Insurance Program, set to begin on December 1, 2025. Developed in collaboration with Willis Towers Watson® and CNA®, this innovative program is the first of its kind in the hospitality industry, offering cost-effective, comprehensive liability coverage for hoteliers. The program aims to help hotel owners protect their assets, reduce operational risks, and provide peace of mind, supporting them as they navigate the challenges of running a hospitality business.
A Bold Vision for the Future of Hospitality
BWH Hotels remains ahead of the game in the world hospitality sector. Focusing on innovation, luxury, and customer satisfaction, the company’s yearly convention reflected its continued pursuit of delivering a better guest experience while growing its portfolio. Through digital transformation, strategic alliances, and international growth, BWH Hotels is set for further success, delivering value to the guest, partner, and shareholder.
