BWH Hotel Group Eyes Bold Growth in Middle East
BWH Hotel Group is charting an ambitious expansion plan with a sharp focus on Saudi Arabia and the Middle East, as revealed during this year’s Arabian Travel Market. Wytze Van den Berg, Vice President of Operations for BWH Hotel Group EMEA and WorldHotels EMEA, outlined the company’s evolution and global strategy as it targets 5,000 properties worldwide by 2027.
Celebrating its 80th anniversary, BWH Hotel Group has grown from its mid-scale roots into a multi-segment player, now operating 18 distinct brands, including Best Western, Best Western Plus, SureStay, and WorldHotels. With a current global portfolio of 4,300 hotels—half of which are located in the U.S.—Europe remains strong, but the company sees Saudi Arabia as its next major growth engine.
Fueled by the Saudi government’s Vision 2030 tourism initiative, visitor numbers have soared from 3 million to 30 million. BWH has already signed 20 hotel projects in the country, with 12 operational and 10 more on the way. By 2027, the group aims to have 70 hotels open in the Middle East, two-thirds of which will be in Saudi Arabia. These include large-scale developments with up to 700 rooms, a clear indicator of the region’s tourism scale and ambition.
Government backing has made hotel development easier, with financial incentives and regulatory streamlining accelerating growth. Major cities like Mecca and Medina are also receiving investment in hospitality renovations to elevate visitor experiences to global standards.
Among the most anticipated projects is the Sunflower Resort in AlUla, inspired by Van Gogh’s artwork. This luxury development reflects BWH’s push into high-end experiences, alongside new concepts like luxury lodges in national parks across Saudi Arabia, Kenya, Tanzania, Latin America, and the U.S., including Zion National Park.
In addition to franchising, BWH is expanding into hotel management services, especially in Saudi Arabia. The group is actively hiring talent and securing management contracts to oversee large-scale operations, a shift that signifies a new era for the brand.
Beyond the Middle East, BWH is also targeting fast-growing markets in India, Thailand, and Vietnam, with interest in branded residences. Van den Berg noted the enduring strength of global travel despite geopolitical and economic uncertainty, crediting the industry’s post-pandemic resilience.
With new investments, innovative hospitality models, and a firm foothold in the Middle East’s surging tourism economy, BWH Hotel Group is poised to become a more diverse and influential player in the global hotel landscape.
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