SNG: BWH Hotels targets 70 Mideast properties within three years

By Zawya

By Staff Writer

BWH Hotels is expanding its Middle East presence as changing traveller preferences, tourism investment and hospitality development create new opportunities across the region.

Following Arabian Travel Market (ATM) Dubai 2026, the global hospitality group said it currently operates 27 hotels in the Middle East and has a pipeline supporting its goal of reaching 70 properties within three years.

Among the developments highlighted at ATM was the Semira Hotel, a 200-room WorldHotels Distinctive property in Batumi, Georgia, scheduled to open in May 2029.

“The Middle East continues to demonstrate resilience, with sustained investment in tourism, infrastructure and hospitality, creating opportunities for long-term growth,” said Ron Pohl, President of International Operations, BWH Hotels. “As demand continues to evolve across the region, BWH Hotels is focused on helping owners and developers capitalize on these market trends through a diverse portfolio of brands, technology and loyalty investments, and flexible development solutions. We remain confident in the region's future and committed to delivering the tools and global reach our partners need to drive performance, attract guests and create long-term value.”

BWH Hotels said several trends are influencing development, including growing religious tourism to Makkah, Madinah and Jeddah, increased use of AI-powered travel planning and stronger demand for accommodation choice and flexibility. The company has 18 brands spanning luxury to premium economy.

Localization is also becoming increasingly important, with travellers seeking destination-driven experiences and authentic connections to local culture.

BWH Hotels said it works with hotel owners to develop locally relevant experiences while providing booking platforms in native languages.

Loyalty remains another key focus, with WorldHotels Rewards and Best Western Rewards having approximately 70 million members combined.

Saudi Arabia represents BWH Hotels’ largest regional opportunity, with 12 operating hotels, 14 signed projects and around 15 additional projects under negotiation.

The company also operates hotels across the UAE, Kuwait, Qatar, Bahrain and Oman, while Egypt has the largest development pipeline within its Middle East and North Africa portfolio.

In Morocco, BWH Hotels recently signed an agreement for 25 new-build hotels expected to be delivered over the next five to six years.

“The Middle East remains one of the most dynamic hospitality development regions in the world” said Wytze van den Berg, Vice President EMEA, BWH Hotels. “We see opportunities well beyond the region’s largest projects and established destinations, particularly in Saudi Arabia, Oman, Jordan and Egypt. Our focus is translating regional growth opportunities into successful hotel projects, matching the right brand with the right market and investment strategy.”

Upcoming developments include Executive Residency by Best Western The Breeze Hotel in Al Khobar, planned for Q2 2027, and the 200-room Best Western Premier Al Shafa in Jeddah, scheduled to open in Q1 2027.

WorldHotels Backdrop is also being positioned to meet growing interest in nature-led hospitality experiences.

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