BWH Hotels at a glance – Company profile & brand portfolio
BWH Hotels is an international hotel group headquartered in Phoenix, Arizona, and serves as the umbrella brand for three global brand families: Best Western Hotels & Resorts, WorldHotels and SureStay Hotel Group, with a global network of around 4,300 independent hotels in approximately 100 countries worldwide. In total, the BWH Hotels brand family comprises 18 hotel brands worldwide.
BWH Hotels Central Europe manages a total of around 200 hotels across ten countries – Germany, Croatia, Liechtenstein, Luxembourg, Austria, Slovakia, Slovenia, Switzerland, the Czech Republic and Hungary – under a single corporate umbrella. In addition to its German headquarters in Eschborn, there is a regional country office in Austria.
Strong brands across all segments: Full Brands & Collections
Under the global umbrella brand of BWH Hotels, the group brings together a broad portfolio of hotel brands catering to a wide range of market segments. Established full brands include Best Western, Best Western Plus and Best Western Premier, as well as Sure Hotel. The offering is complemented by modern lifestyle brands such as Vib, Glo and Aiden, as well as long-stay concepts such as @Home by Best Western and Sure Hotel Studio.
In addition, BWH Hotels offers a range of collections providing attractive solutions for independent hotels wishing to benefit specifically from its sales and marketing services – from the Sure Hotel Collection and the BW Signature Collection to the exclusive BW Premier Collection. The portfolio is complemented by the WorldHotels Collection, comprising the four brands WorldHotels Distinctive, Elite, Crafted and Luxury.
This diverse brand portfolio offers hotel operators, developers and investors maximum flexibility when positioning their properties. At the same time, it makes it easier for travellers to choose the right hotel – tailored to the occasion, style and comfort requirements.
The management team at BWH Hotels
Behind BWH Hotels Central Europe stands an experienced management team that shapes the hotel group’s development both strategically and operationally. With a clear focus on quality, partnership and entrepreneurial freedom, they steer the brand through a dynamic market environment.
Marcus Smola
Managing Director, BWH Hotels Central Europe
Member of the Executive Board, DEHAG Hospitality Group AG
Marcus Smola has been Managing Director of BWH Hotels Central Europe since 2008 and has played a key role in shaping the development of BWH Hotels and the DEHAG Hospitality Group for over 25 years. He is responsible for the strategic positioning of the hotel group across ten countries and is known for his clear business focus, market-oriented approach and entrepreneurial strength.
As a member of the Executive Board of the DEHAG Hospitality Group, he is overseeing the transformation into a modern, high-performing brand and service network. Internationally, he is involved in the global decision-making processes of BWH Hotels and is regarded as a leading voice in the industry, with extensive expertise in brand management, entrepreneurship and the economic significance of the hospitality sector.
Carmen Dücker
Managing Director, BWH Hotels Central Europe
Carmen Dücker has been Managing Director of BWH Hotels Central Europe for more than eight years. She is responsible for the Commercial and Technology divisions and is known for her modern, values-based leadership style, with a clear focus on sustainability, digitalisation and transformation.
For over 30 years, she has shaped the strategic, digital and cultural development of BWH Hotels and the DEHAG Hospitality Group. Internationally, she is involved in global decision-making processes and plays an active role in industry-wide networks and committees. Carmen Dücker is regarded as a leading voice in the hotel industry, with a clear commitment to innovation, cooperation and sustainable growth.
1946
Best Western is founded in the USA: a partnership between independent hoteliers creates a new model for shared quality and marketing.
The 1960s
Best Western grew to become the largest hotel chain in the USA and established itself as a strong brand in the national market.
The 1970s
The start of international expansion – with the first hotels in Europe, Australia, New Zealand and Asia.
Launch of the organisation in Germany.
1986
The Best Western brand is launching in Germany.
The 1990s
Best Western is one of the pioneers of digitalisation in the hotel industry – hotels become bookable online at an early stage, and global booking systems are integrated.
2000
With more than 4,000 hotels in over 80 countries, Best Western is one of the world’s leading hotel groups.
2011
New global brand strategy: introduction of clear brand and quality tiers within the Best Western brand.
2015-2016
Brand relaunch and repositioning as Best Western Hotels & Resorts.
Establishment of Best Western Hotels Central Europe as a regional organisation.
2018
Expansion of the brand portfolio to include new soft brand concepts and collections.
2019
Acquisition of the WorldHotels Collection and launch of the BWH Hotel Group as a global umbrella brand for several brand families.
2020
The COVID-19 pandemic is presenting the international hospitality industry with unprecedented challenges – yet at the same time, new growth and transformation strategies are emerging.
2023
Rebranding: The BWH Hotel Group becomes BWH Hotels.
The group presents a diverse portfolio comprising full brands, lifestyle brands and collections.
Today
BWH Hotels represents an international network of independent hotels, a strong brand identity and entrepreneurial freedom – with a global portfolio of thousands of hotels in around 100 countries.
Press enquiries, interviews, background information
Telephone: +49 179 7696650
Email: daechert@max-pr.eu
Photographic material, press enquiries, events
Telephone: +49 6196 4724-300
Email: presse@bwhhotels.de