BWH Hotels is committed to growth in Latin America with a focus on luxury brands and experiences

Larissa Dias Vieira, Marketing Specialist at BWH Hotels, reviewed the company's strategy in the region, marked by the expansion of its portfolio, the strengthening of its brands and a business model based on the operational independence of its hotels.

What were your goals and expectations for participating in the fair?
This is a very important year for us because we are celebrating 80 years as a company. It's a time to showcase who we are, how we work, and the reach of our brands. Furthermore, Latin America is a key region, and WTM is the ideal platform to build connections and increase visibility.

What does the company's portfolio look like today?
We have several brands covering various segments. Best Western is the most recognized, but we also have WorldHotels in the luxury segment and SureStay in the economy segment. Our model is different because we are a partnership of hoteliers with independently operated properties.

Which markets and destinations are showing the greatest demand?
We're seeing a lot of interest in Chile, especially for the Best Western Premier Marina Las Condes, and also in Patagonia. Peru is another strong market, as is Costa Rica, where demand is growing for more exclusive resort experiences.

Furthermore, we continue to expand into emerging destinations such as Guyana, with a strong corporate focus.

How is growth progressing in the region?
We currently have approximately 85 hotels in Latin America, distributed across about 15 or 16 countries. Mexico accounts for a significant portion of our offerings, but we continue to grow throughout the region with new openings.

What impact do you expect from global events like the World Cup?
It's a great opportunity. We have a presence in several of the host destinations, which positions us well to capture demand. In addition, we launched a tool with TripAdvisor that allows travelers to plan their entire experience, combining matches, destinations, and accommodations.

What are your plans for Brazil and the region?
Brazil is a strategic market. We reopened local operations three years ago and today we have six hotels. The goal is to reach 30 properties in the next five years, focusing on luxury brands like WorldHotels, but also leveraging the recognition of Best Western.

What role do industry events play in your strategy?
They are fundamental for building relationships and positioning. In addition to WTM, we participate in key events such as Equipotel, the Tianguis Turístico de México, and other regional fairs, where we strengthen our presence and relationships with the trade.