BWH Hotels Unveils Strategic Sales Division to Conquer Upscale and Luxury Corporate Market
Phoenix, AZ – BWH Hotels, the global hospitality giant formerly known as Best Western Hotels & Resorts, has embarked on a significant strategic repositioning with the launch of a dedicated sales division. This bold initiative targets a lucrative segment where the company has historically faced perception challenges: the upscale and luxury corporate travel market. The move signals a determined effort to shed long-held associations with midscale lodging and firmly establish BWH Hotels as a premier choice for discerning business travelers.
The newly formed division aims to directly engage corporate accounts that, despite the company’s diverse portfolio encompassing a wide range of brands, still primarily link the Best Western name with its mid-tier offerings. This perception gap has, in the past, hindered BWH Hotels from fully capitalizing on opportunities within the higher-end corporate travel sector.
Chad Fletcher, Senior Vice President of Worldwide Sales at BWH Hotels, recently sat down with BTN’s Julie Sickel to elaborate on the ambitious strategy. Fletcher articulated a clear vision for repositioning the brand in the minds of corporate buyers, emphasizing the breadth and quality of BWH Hotels’ upscale and luxury properties.
"Our goal is to proactively address and reframe how corporate travel managers and procurement professionals perceive our portfolio," Fletcher explained. "We have an incredible array of upscale and luxury brands under the BWH Hotels umbrella, offering sophisticated amenities, exceptional service, and prime locations that perfectly cater to the needs of today’s business traveler. It’s about educating the market and showcasing the true depth of our offerings."
The new sales division is staffed with seasoned professionals equipped with a deep understanding of the corporate travel landscape and the specific demands of high-end clients. Their mandate includes building direct relationships with key decision-makers, demonstrating the value proposition of BWH Hotels’ premium brands, and tailoring solutions to meet the unique requirements of corporate accounts. This personalized approach is a stark contrast to previous, more generalized sales efforts.
BWH Hotels’ portfolio now includes a diverse collection of brands that span various market segments, from the modern and vibrant Aiden by Best Western to the luxurious WorldHotels Collection. The company’s recent expansion and acquisition of new brands have significantly bolstered its presence in the upscale and luxury categories, providing a strong foundation for this targeted sales push.
Industry analysts view this strategic pivot as a crucial step for BWH Hotels to remain competitive in an evolving hospitality landscape. As business travel continues to rebound and companies increasingly prioritize comfort and quality for their employees, securing a larger share of the upscale and luxury corporate market is paramount.
With a dedicated team, a clear strategy, and a compelling portfolio of premium properties, BWH Hotels is poised to challenge existing perceptions and firmly establish itself as a formidable player in the corporate travel sector’s most coveted segments. The success of this new division will not only reshape BWH Hotels’ brand image but also unlock significant growth opportunities in the years to come.
