Hoteliers and Independent Groups Adopt BWH Soft Brands to Win New Guests
With Australia’s borders reopening and hopes for tourism to rebound quickly, many hoteliers and independent groups are exploring the potential of soft brands in partnership with leading hospitality companies like BWH Hotel Group, to win discerning new customers in 2022. and beyond.
Understanding Soft Marks
Large hotel chains’ soft brands enable independent hoteliers and groups to leverage the vast resources of chains such as BWH, including their distribution, revenue management, sales and marketing, loyalty programs and hospitality services. support, without having to give up their own unique brands.
Soft brands are an important part of BWH Hotel Group’s strategy, representing seven of the 17 brands in BWH’s portfolio. These include the Luxury Collection, Elite Collection, Distinctive Collection and Crafted Collection from WorldHotels Collection, as well as the BW Premier Collection and BW Signature Collection from Best Western Hotels & Resorts.
“Post-pandemic, there has never been a better time for hoteliers to associate their properties with a sweet BWH brand, allowing owners to have their cake and eat it,” said Graham Perry, chief executive of BWH Hotel Group Australia.
Guests are now more picky about cleanliness, health and safety, and are looking for stays that can deliver on all of these fronts and more. Being associated with globally recognized brands like Best Western and WorldHotels, allows hoteliers to harness these attributes and call them their own.
“Soft brands allow independent hoteliers and hotel groups to continue to operate independently while connecting with BWH and its other national and global family of soft brand hoteliers. This provides a platform for learning, communication and dialogue among soft brand hoteliers who would otherwise be alone,” said Perry.
By their very nature, all soft brand hotels are unique because they champion and market their own brands.
“Our job is to make sure we’re getting the right soft brand to the right property, and then working with them to target the right markets to drive incremental business,” Perry said.
Soft brand hoteliers benefit in many ways from BWH Hotel Group’s experience and reputation as a global hotel brand. For example, they can tap into BWH’s global distribution platform to attract new business in overseas and domestic markets.
“Soft brands offer hoteliers the opportunity to reduce noise and leverage our distribution platforms and support functions while standing out among the crowd,” Perry said.
“Leveraging BWH’s soft brand model is a cost-effective way for hoteliers to grow and improve their revenue performance and profitability by leveraging the skills and expertise of a trusted industry leader in the global hotel industry!
“BWH’s revenue management capability, combined with our sales and marketing expertise, is driving occupancy and RevPAR growth. Our award-winning loyalty programs, Best Western Rewards and WorldHotels Rewards, bring direct new business to our 50 million loyal members worldwide.
BWH Group’s soft brand options are flexible and fees are affordable and competitive.
“Our soft brand solutions offer horses for lessons. We offer flexible branded solutions no matter what market a hotelier is targeting, whether it’s luxury, midscale or economy. The business possibilities are endless,” added Perry.
If you would like to learn more about soft branding opportunities at BWH Hotel Group, click here.