BWH Hotel Group Sets Ambitious Middle East Expansion With Focus on Saudi Arabia

TravelPulse sat down with BWH Hotel Group during this month’s Arabian Travel Market to find out what is new with the group and where its brands are headed this year and beyond. Wytze Van den Berg, Vice President of Operations for BWH Hotel Group in the EMEA region and Vice President of WorldHotels EMEA, shared his insights on the company's growth strategy and the transforming hospitality landscape in the Middle East and beyond.

Strategic Brand Evolution and Global Footprint

Best Western Hotels & Resorts celebrated its 80th anniversary recently while simultaneously executing an ambitious expansion strategy. The company, which traditionally established itself in the mid-scale market, has strategically diversified its portfolio over the past decade. A significant milestone came in 2019 with the acquisition of WorldHotels, a German-based hospitality company catering to upscale and luxury segments.

“We now operate 18 different brands ranging from economy to luxury,” said Van den Berg. The group’s brand portfolio includes Best Western, Best Western Plus, SureStay and WorldHotels, providing options across all market segments.

Currently managing 4,300 hotels worldwide, BWH Hotel Group has a strong presence across multiple regions, with 50% of its properties located in the United States. Europe represents another significant market, particularly the UK, France and Italy. However, according to Van den Berg, the company has identified the Middle East—especially Saudi Arabia—as one of its primary growth opportunities, with ambitious plans to reach 5,000 hotels globally by 2027.

Saudi Arabia: The New Hospitality Frontier

Saudi Arabia’s tourism sector is experiencing unprecedented growth, with visitor numbers having surged from 3 million to approximately 30 million in recent years. This expansion aligns with the Saudi government’s Vision 2030, which aims to diversify the country’s economy beyond oil and significantly develop tourism infrastructure.

“We have already signed 20 hotels in Saudi Arabia, with 12 currently active and another 10 announcements coming soon,” Van den Berg said. 

The company’s goal is to have 70 BWH hotels operating in the Middle East by 2027, with approximately two-thirds located in Saudi Arabia.

What makes these developments particularly noteworthy is their scale. Many of the new properties are large-scale developments with 400 to 700 rooms, reflecting the magnitude of Saudi Arabia's tourism aspirations.

Government Support Fueling Development

A key factor driving this rapid expansion is the level of support from Saudi tourism development offering substantial financial incentives for the cost of construction for new hotel projects.

Van den Berg noted that this governmental support extends beyond mere financing: “The regulatory processes are relatively streamlined due to the government's direct involvement,”making hotel development in Saudi Arabia more straightforward than in many other markets.

This support also extends to renovating or completely rebuilding existing hospitality providers in religious centers such as Mecca and Medina, with the explicit goal of elevating the visitor experience to international standards.

Innovative Projects and Luxury Focus

Among BWH's most intriguing upcoming projects is the Sunflower Resort in AlUla, a luxury property inspired by Van Gogh's famous paintings. This high-end resort exemplifies BWH's commitment to the luxury segment and unique hospitality experiences.

The company is also exploring alternative hospitality formats, including luxury lodges in national parks. Beyond Saudi Arabia, BWH is developing similar concepts in Kenya, Tanzania and Latin America, with several properties expected to open by fall. The company is also expanding its presence in U.S. national parks, including in Zion National Park.

Expansion Beyond Franchising: Hotel Management Services

BWH Hotel Group is evolving beyond its traditional franchising model by actively developing hotel management services. This strategic shift is already underway in Saudi Arabia, where the company is managing several properties with additional management contracts in the pipeline.

“Our focus now includes building our management capabilities, hiring talent and operating large-scale properties,” Van den Berg explained. This expansion into management services represents a significant evolution in BWH's business model and offers new growth opportunities.

Global Market Perspective

While the Middle East represents BWH's most dynamic growth region, Van den Berg also identified India, Thailand and Vietnam as booming markets. He noted particular success with branded residences, another newer area for the hotel group.

Despite global economic and political uncertainties, Van den Berg expressed confidence in travel's resilience, citing the industry's robust recovery following the COVID-19 pandemic as evidence of its fundamental strength.

As BWH Hotel Group continues its global expansion with a strategic focus on Saudi Arabia and the broader Middle East region, the company is well-positioned to capitalize on emerging hospitality trends while adapting to rapidly evolving market conditions.

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