BWH Hotels, the global hospitality giant known for brands like Best Western and SureStay Hotels, has been making significant strides in expanding its presence across the Caribbean. This includes newly opened properties in Aruba and Curaçao, with a robust pipeline of additional hotels set to launch throughout the region.
In an interview with Caribbean Journal Invest, Bill Clegg, Regional Director of Development at BWH, shared insights on the company’s expansion strategy and its bullish outlook on the Caribbean market.
View Hotels for Sale in Barbados
Expanding the Global Footprint
BWH Hotels boasts a portfolio of around 4,300 hotels in over 100 countries, covering a range of market segments from budget to luxury. In the Caribbean, the company currently operates six hotels, with nine more slated to open soon. According to Clegg, BWH Hotels’ soft brands, which focus on independent, unique properties, have been key drivers in this regional growth, while familiar core brands are boosting demand, particularly in high-traffic areas like airports.
Tapping into the Luxury Travel Market
The luxury segment remains resilient in the Caribbean, as demand continues to grow year after year. Travelers seeking high-end experiences view the region as aspirational, and are willing to spend more for luxury accommodations than they would elsewhere.
BWH’s strategy in the luxury space is to offer a diverse range of brand options to cater to the varying needs of travelers. Their award-winning loyalty programs, BWH Rewards and World Hotels Rewards, have also played a significant role in driving demand for Caribbean stays, allowing guests to earn and redeem points for premium hotel experiences.
Clegg revealed that BWH plans to bring more of its World Hotels properties—250 luxury, hand-selected hotels from around the globe—to the Caribbean market, meeting the increasing demand for upscale stays.
View Hotels for Sale in Barbados
Caribbean Hotel Development Outlook
With average hotel rates and occupancy levels at record highs across the Caribbean, Clegg emphasized the strong development opportunities on islands such as Aruba, Bonaire, Curaçao, the Dominican Republic, Jamaica, Barbados, and others. Post-pandemic, demand for Caribbean travel has shown no signs of slowing down, positioning the region as a prime market for continued hotel expansion.
A Unique Approach for Caribbean Hotels
What sets BWH Hotels apart is its dual business model, tailored for hotel owners in the Caribbean. The membership model offers all the benefits of a traditional franchise but with lower fees due to BWH’s non-profit status. Meanwhile, the affiliation agreement model provides demand generation and reduced distribution costs for independent hotels. Both models are designed to be flexible and aligned with an owner’s vision.
View Hotels for Sale in Barbados
Supporting Independent Caribbean Hotels
For independent Caribbean hotels, BWH offers a compelling value proposition—driving incremental demand while lowering distribution costs. BWH leverages its full suite of brand resources, including marketing, training, sales, and performance support, all at minimal fees. The company’s proprietary distribution channels help reduce reliance on online travel agencies (OTAs), making it easier for hotels to manage costs.
The Caribbean Hotel Market: A Five-Year Outlook
Clegg remains optimistic about the future of the Caribbean hotel market. As more travelers recognize the uniqueness of the region’s 33 diverse destinations, demand is expected to continue rising. With its wide range of brands, BWH is well-positioned to cater to the evolving preferences of global travelers, offering a variety of price points and experiences across the region.
View all of our Properties for Sale in Barbados
