As Kingdom of Saudi Arabia accelerates economic diversification, the industry sees unprecedented growth. We ask BWH Hotels about their expansion plans in the market.
HT Bureau
The hospitality industry is booming in the Kingdom of Saudi Arabia (KSA). At the forefront of this growth is BWH Hotels. In an interview, Stefan Dubbeling, Managing Director, Development EMEA, BWH Hotels and Mujahid Pasha, Director, Development Middle East, BWH Hotels, reveal the strategies behind their success and future course of action.
Meeting diverse needs
BWH Hotels offers an array of soft brand options tailored to meet the diverse needs of hotel operators in the Kingdom. Pasha highlights the significance of these options, “We offer management, franchise, and soft brand options. Some owners prefer to retain their hotel’s identity, and our soft brand allows for that, offering back-end support, sales, and marketing without imposing a new brand name. This flexibility is particularly appealing to owners who are emotionally attached to their hotel’s individuality.”
Partnerships & profit sharing
The company’s unique DNA, as Dubbeling explained, sets BWH Hotels apart. “We are a membership organisation, run by hoteliers for hoteliers. This non-profit structure means all profits are reinvested into the company. We seek long-term partnerships, not quick wins. Our flexibility and commitment to mutual growth are what sets us apart.” Pasha added, “We offer transparency in our charges and include additional services. For instance, each hotel has a dedicated revenue manager and salesperson, ensuring personalised support and understanding of local needs.”
Local heritage
Preserving local culture, while maintaining a global presence is crucial for BWH Hotels. “We prefer showcasing local heritage and stories rather than imposing standardised designs on the guests. With 4,500 hotels globally, we see the value in maintaining local identities across the properties. It is about storytelling, not just building a nice hotel,” Dubbeling emphasised.
Technology & new brands
The evolving travel trends and the introduction of lifestyle brands such as Aiden are key elements of BWH Hotels’ strategy. Discussing the appeal of Aiden, he said, “Aiden is popular for its tech-friendly features. We have signed a deal for an Aiden hotel in Jeddah, likely to open in 18 months. It is a hotel with mobile check-ins and smart room controls.”
Surge in investments
“Currently, we have around 800 keys in operation. With the new signings, we will reach up to 2,500 keys. Some hotels will open by the end of this year, others by the next,” Pasha elaborated, while saying the growth trajectory in the Kingdom was impressive.
“The Kingdom’s vision for economic diversification through tourism aligns perfectly with BWH Hotels’ strategic goals. Our target is to have 50 hotels in the next three years across Saudi Arabia. With the recent signings, we currently have at 17 hotels in our portfolio and aim to get 33 more,” he emphasised.
Focus areas
“We are concentrating on cies such as Jeddah, Medina, Mecca, and extending to the north and south. While many hotel brands are focusing on Riyadh, we see immense cultural and natural value in these regions. The Kingdom is a beautiful country with beautiful people,” Dubbeling said, outlining the company’s focus areas.
As BWH Hotels continues to expand its footprint, the company’s dedication to long-term partnerships, local culture, and innovative offerings positions it well for future success.
Evolving travel trends and the introduction of lifestyle brands such as Aiden
