BWH Hotels, known for its Best Western legacy, has carved a unique niche in the hospitality industry with an innovative strategy that defies conventional corporate norms.
Under Larry Cuculic’s leadership, the brand is thriving through a non-profit membership model, focusing on quality over quantity and exploring new markets globally.
Unlike publicly traded hotel giants, BWH Hotels operates as a non-profit membership organization, setting it apart from competitors like Choice, Wyndham, and Hilton. This structure allows hotel owners to be voting members, sidestepping the pressures of shareholder demands and enabling a hotelier-centric approach.
These include the premium economy SureStay, lifestyle brand Aiden, and the luxury WorldHotels Collection, illustrating an expansive and inclusive market strategy.
Such strategies cement its reputation for focusing on sustainable and responsible growth, choosing quality over quantity in its global footprint.
This approach allows for a nuanced development style, accommodating local tastes and preferences while maintaining a consistent quality threshold.
Today, BWH continues to enforce standards through strategic investments and customer satisfaction measures, achieving its highest-ever Medallia scores for overall experience.
Despite these challenges, BWH remains confident, leveraging its nearly 80 years of experience in the industry and expanding its successful SureStay brand globally.
CEO Larry Cuculic articulates these strategies with military precision, reflecting his strategic vision for BWH’s growth and innovation.
BWH Hotels’ distinctive approach under Larry Cuculic positions it uniquely in the crowded hospitality market.
By prioritising quality, flexibility, and strategic growth, BWH continues to thrive, offering a compelling alternative to traditional hotel chains.