TravTalk India Online Magazine
BWH Hotels announces the expansion of its aspirational brand World Hotels in India, Bangladesh and Sri Lanka. Top leadership of the brand visiting India could be seen as a move to underline the brand’s trust in the strength of its Indian partner, Sorrel Hospitality, which will soon start pitching for membership with potential properties in the country.
Lipla Negi
BWH Hotels has big plans for 2024. In a move to expand the brand’s footprint in the South Asian market, it recently announced the expansion of WorldHotels in India, Bangladesh and Sri Lanka. BWH Hotels acquired WorldHotels in 2019, whose portfolio boasts of 250 strong hand-picked, luxury hotels and resorts over 175 destinations around the world. Sorrel Hospitality, BWH Hotels’ master franchise in the region, will start pitching aggressively for membership with potential properties in the country.
Admiring India’s growth story in the recent years, Larry Cuculic, President and Chief Executive Officer, BWH Hotels, said, “India has now the largest and young population in the world. The beauty and culture of this country compliments the ethos of our brand. We excel in curating unique experiences and India inspires us just like it inspires people to travel and explore this diverse land.” Currently, the brand has a global network of approximately 4,300 hotels across diverse chain segments, spanning over 100 countries globally. BWH Hotels’ global hospitality network comprises WorldHotels, Best Western® Hotels & Resorts and SureStay Hotels®.
The visit to India by the top leadership of the brand could also be seen as a move to underline the brand’s trust in the strength of its Indian partner-master franchise Sorrel Hospitality, led by Atul Jain. “The hotels we visited were spectacular and exceeded our expectations. So, our strategy for India is to exceed guest expectations and establish BWH as the brand of choice. We are eyeing expansion in tier II and III cities considering the improving infrastructure in the country,” stressed Cuculic.
With 31 operational hotels and 20 more in the pipeline, the brand aims to cross the 50-hotel mark in India. Atul Jain, COO – India, Bangladesh & Sri Lanka, BWH Hotels, said, “The region holds immense potential in the luxury hospitality sector and this strategic move is a testament to our dedication to enhancing the presence of World Hotels in this region.”
Citing the travel trends, Ron Pohl, President – International Operations, BWH Hotel Group & President, WorldHotels, underscored the rise in demand for luxury escapes, which was further punctuated by the pandemic. “We saw more travel happening in the upscale and luxury segment. At present, under the brand umbrella of WorldHotels we have four sub brands – Luxury, Distinctive, Elite and Crafted,” says Pohl.
Currently, the brand has 160 hotels and resorts across the world and 35 more properties are in the pipeline. The brands observed a great opportunity in the boutique section of the upper scale luxury segment when travel increased after the pandemic. It was the right opportunity to expand and add to the offerings. However, the leadership thought that just putting numbers on the board was not enough. “It’s about putting the right hotels in the right community that will create an experiential travel that customers are looking for today. So, from boutique to luxury and small to large, WorldHotels will provide that opportunity for guests, who are part of Best Western,” says Pohl.
