The event celebrated rapid global expansion and new partnerships as the company embarks on a mission to become the world’s most welcoming hospitality brand
PHOENIX, Oct. 10, 2025 /PRNewswire/ — BWH Hotels, a leading hospitality enterprise comprised of three hotel companies including WorldHotels™, Best Western® Hotels & Resorts and SureStay® Hotels, hosted its annual convention this week in Seattle. Under the banner of “Welcome Begins Here,” more than 3,000 attendees, including BWH Hotels hoteliers, operators, and partners, joined together to celebrate shared achievements and lay the foundation for continued success in the years ahead.
Larry Cuculic, President and CEO of BWH Hotels, on stage at the company’s annual convention this week in Seattle.
“This week, we made a bold declaration: we will be the most welcoming hospitality brand in the world,” said Larry Cuculic, President and CEO of BWH Hotels. “‘Welcome Begins Here’ is more than our convention theme; it is the new foundation for our global transformation. Across every hotel, our shared commitment is to deliver memorable, locally inspired experiences that make every guest feel at home.”
Driven by a global strategy to enhance value at every touchpoint, BWH Hotels generated $8.5 billion in revenue over the past year. Best Western To Go® app bookings surged 25% year-over-year, and a RevPAR Index of 108 outpaced industry benchmarks. The Best Western Rewards® loyalty program continued its strong growth, now serving 64 million members with points that never expire.
Key Event Announcements Include:
- Enhancing the Customer Journey: Attendees received an exclusive first look at the new BestWestern.com website and mobile app experience, set to launch in 2026, offering a glimpse into the brand’s next chapter of digital innovation and guest-centric design. Powered by AI, the platform will deliver personalized recommendations, optimized content for emerging search engines and localized experiences tailored to travelers around the world.
- Tech-enabled Efficiencies: The company announced the launch of AutoClerk® Atlas, its next-generation property management system powered by HotelKey. AutoClerk Atlas marks a pivotal step forward for the guest and hotel team experience, introducing a world-class Property Management System that’s scalable and intuitive.
- Strategic Partnerships: To capitalize on the 2026 FIFA World Cup coming to the United States, Best Western Hotels & Resorts (BWHR) has entered into an exclusive North American partnership with Tripadvisor® in their ‘Chasing the Cup’ campaign. Travelers searching for games will find BWHR hotels near matches and along travel routes.
- Expanding Luxury & Experiential Travel: WorldHotels expanded its footprint in 2025 by adding several new properties, including, the Van der Valk Plaza Beach Resort Bonaire, a Caribbean destination joining the WorldHotels™ Elite collection; and the integration of Soul Spring Sanctuary, a wellness-forward concept now part of the WorldHotels™ Luxury collection. WorldHotels anticipates reaching 250 properties by the end of 2026.
- Partnering with Independent Developers to Drive Growth: With over 130 deals signed across its North American portfolio, the company’s Collections brands now represent over a quarter of all new developments. Additionally, Aiden®, the company’s leading boutique brand, continues its rise with new projects underway in Kansas City, Toronto, Dallas, Newark, Vancouver and a newly signed hotel on the Washington State University campus in Pullman, WA.
- International Expansion: BWH Hotels signed over 300 international deals this year. In Saudi Arabia, 11 new projects reflect a strong alignment with Vision 2030. Expansion in Asia includes new openings in India, South Korea, and Vietnam. Latin America is on track for a record-breaking year, with over 20 deals signed.
- Enabling Success: Launching December 1, 2025, BWH Hotels’ new Liability Insurance Program, developed in partnership with Willis Towers Watson® and CNA®, offers the hospitality industry’s first cost-effective, comprehensive liability coverage to help hoteliers protect assets and reduce expenses.
BWH Hotels offers development opportunities for developers and guests in every market, with each brand boasting a distinctive personality and style. To learn more and explore development opportunities, visit development.bwhhhotels.com.
About BWH® Hotels
BWH Hotels is a leading, global hospitality enterprise comprised of three hotel companies, including WorldHotels™, Best Western® Hotels & Resorts and SureStay® Hotels. The global enterprise boasts approximately 4,300 hotels in over 100 countries and territories worldwide.* With 18 brands across every chain scale segment, from economy to luxury, BWH Hotels suits the needs of developers and guests in every market. For more information, visit bwhhotels.com.
*Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.
SOURCE BWH Hotels
