Best Western celebrates demand, but prepares for winter

At BWH Hotel Group’s recent North American conference, CEO Larry Cuculic said that while 2022 has been “freaking awesome,” the chain is preparing for the winter season and a potential recession in 2023. “To achieve success in the future, we must focus our attention on dramatically improving our abilities to personalize across all phases of the guest journey and just as importantly, being able to scale personalization through automation, increasing our opportunities to drive revenues while reducing operational costs,” added Greg Adams, senior vice president and chief digital officer.