TravTalk Middle East Online Magazine
Stefan Dubbeling, Managing Director Development EMEA, BWH Hotels, and Mujahid Pasha, Director Development – Middle East, BWH Hotels, in an exclusive interview with TRAVTALK, discuss their extensive plans for expansion in the Kingdom of Saudi Arabia. The duo outlines the company’s strategic vision, unique offerings, and the importance of long-term partnerships in the region.
TT Bureau
Stefan Dubbeling, Managing Director Development EMEA, BWH Hotels, elaborating on the hotel group’s investment in Saudia Arabia, says that they have been active in the Middle East market for many years and Mujahid Pasha, Director Development – Middle East, BWH Hotels, based in Dubai, has been looking after the business in the region.
“Our large team is working tirelessly to tap into the vast potential of the Middle Eastern market,” says Dubbeling, who oversees the EMEA region from Amsterdam. “The company’s renewed focus on Saudi Arabia has yielded significant results, including the recent signing of nine new properties,” he adds.
Achieving new milestones
Elaborating on the group’s growth trajectory further, Pasha says, “Currently, we have around 800 keys in operation. With the new signings, we will reach up to 2,500 keys. Some hotels will open by the end of this year, others by the next.”
Citing that Saudi Arabia’s vision for economic diversification through tourism aligns perfectly with BWH Hotels’ strategic goals, Pasha adds, “Our target is to have about 50 hotels in the next three years across Saudi Arabia. With the recent signings, we are now at 17 hotels. So, 33 more to go is very achievable.”
Strategic focus areas
Dubbeling highlights the strategic focus areas and says, “We are concentrating on Jeddah, Medina, Mecca, and extending to the north and south. While many brands focus on Riyadh, we see immense cultural and natural value in these regions. Saudi Arabia is a beautiful country with beautiful people.”
Soft brand options
Pasha underscores the importance of BWH Hotels’ unique soft brand options. “We offer Management, Franchise, and Soft Brand options. Some owners prefer to retain their hotel’s identity, and our Soft Brand allows for that, offering back-end support, sales, and marketing without imposing a new brand name. This flexibility is particularly appealing to owners who are emotionally attached to their hotel’s individuality,” he says.
Partnerships and profit sharing
Dubbeling says, “Our company’s DNA is unique. We are a membership organisation, run by hoteliers for hoteliers. This non-profit structure means all profits are reinvested into the company. We seek long-term partnerships, not quick wins. Our commitment to mutual growth are what set us apart.” Pasha adds, “We offer transparency in our charges and include additional services. For instance, each hotel has a dedicated revenue manager and salesperson, ensuring personalised support and understanding of local needs.”
