Global hospitality management enterprise BWH Hotels hosted its annual convention last week in Seattle, WA.
Centred on the theme Welcome Begins Here, the convention brought in over 3,000 attendees made up of BWH Hotels hoteliers, operators, and partners.
The convention also served as a venue in which to celebrate shared achievements and lay the foundation for continued success in the years ahead.
As BWH president and chief executive Larry Cuculic declared: "This week, we made a bold declaration: we will be the most welcoming hospitality brand in the world. 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 US$8.5 billion in revenue over the past year.
Meanwhile, bookings on the Best Western To Go app surged 25 percent year-over-year, and a RevPAR Index of 108 outpaced industry benchmarks.
The Best Western Rewards® loyalty programme likewise continued its strong growth, now serving 64 million members with points that never expire.
Raising the bar for global hospitality
It should be noted that BWH Hotels made several key announcements at its convention.
These 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; and
- Enabling Success: Scheduled to launch on 1st December, BWH Hotels' new Liability Insurance Programme, 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.
