TravTalk Middle East Online Magazine
As global hotel brands race to establish a footprint in the Middle East, BWH Hotels is making significant moves of its own. Ron Pohl, President – World Hotels and International Operations, BWH Hotels, on the sidelines of Future Hospitality Summit in Riyadh, shared with TRAVTALK their regional ambitions and long-term strategy.
TT Bureau
BWH Hotels has been a brand in the Middle East for many years. Ron Pohl, President – World Hotels and International Operations, BWH Hotels, said that the Middle East is the key focus market for them this year.
“We have established a legal entity here in Saudi Arabia, allowing us to do business differently and more effectively. Eventually, we plan to open a regional office as well,” said Pohl, adding that the region was not a new market for them. “We have been developing here for 15 to 20 years. But now we are scaling up in a focused and strategic way,” he explained.
Diverse segments
BWH Hotels is pursuing a multi-brand strategy, spanning luxury to economy. “We see this as a long-term growth opportunity for all our brands,” Pohl said. “Riyadh and Jeddah are key focus cities, but our Best Western brands were originally built in secondary and tertiary markets—and we see plenty of opportunity across the region,” he added. While the luxury segment remains important, Pohl clarified that midscale brands will drive majority of their growth. “Luxury projects take longer and are fewer in number,” Pohl said.
“Our core brands—Best Western, Best Western Plus, Executive Residency by Best Western, and SureStay—will see the most expansion. For luxury, we shall pursue selective, high-impact opportunities like our recent project in AlUla,” he added.
Growth goals
BWH Hotels currently has around 40 hotels in the Middle East region, including pipeline projects. The company plans to double that number in the next two to three years. “If the market continues to grow as we expect, we have no concerns about reaching those goals,” said Pohl, adding that the number of keys will vary based on brand and property size.
Global expansion
Though the Middle East remains the company’s top priority, Pohl highlighted two additional key growth markets: India and South America.
