Best Western's plan to double its presence in South East Europe in 5 years

The headquarter of Best Western Hotels Italy widens its range of action and the head office is now in charge of 13 new European markets, while the company name changes to "BWH Hotels Italy & South-East Europe". The new perimeter includes Albania, Greece, Romania, Bulgaria, Montenegro, Serbia, Cyprus and North Macedonia, together with Armenia, which are considered to be of great interest due to ongoing developments. To these are added Bosnia Herzegovina, Lebanon, Syria and Kosovo, as well as Malta, of course, under Italian leadership as of 2024. More new hotels are thus added in these new markets, and the 'new' BWH Hotels now includes more than 200 properties. At the same time, the turnover is growing, which thanks to the new affiliated structures will exceed 415 million, compared to 377 million in 2024 from the markets of Italy and Malta alone. The expansion plan is to increase the presence in the EEA territories over the next few years, starting with countries where tourism growth is supported by government policies, infrastructure and significant investments. "Over a five-year period we aim to double our presence in the new region from 30 to 60 hotels," explains Sara Digiesi, CEO of BWH Hotels Italy & South East Europe. "The expansion strategy follows several lines: the further growth of the performance of the hotels affiliated today, through a new commercial approach and a promotional and distribution policy. The growth in the number of structures will start from the countries with the greatest international appeal and will develop over the years with targets to double in the five-year period. "Greece, Albania, Romania, and Bulgaria with Montenegro and the more distant Armenia will be the first targets," the CEO continues. "In Albania, Montenegro, Cyprus, and Armenia, growth will count on investments for new structures, with longer development times instead conversions will be the first target in Greece, Romania, and Bulgaria. The aim is also to intercept the growth in international demand brought by new air routes.

"The continued growth of BWH Hotels in Europe is a key pillar of our global strategy," says Larry Cuculic, President and Global CEO of BWH Hotels. "The appointment of Sara (Sara Digiesi, formerly CEO of BWH Hotels for Italy and Malta ndr) and her team to lead South East Europe reflects our confidence in their ability to combine strategic vision and operational excellence. This new property not only strengthens our regional presence, but confirms to the world that BWH Hotels is truly a global brand, in line with the evolving needs of today's international travellers".

With the new organisation BWH Hotels Italy & South-East Europe proposes itself as a driver of growth and innovation in emerging markets, strengthening its Italian leadership. Always an integral part of a global network, BWH Hotels Italia - Società Benefit becomes a fully-fledged international group, pursuing the design already started in 2024 and now consolidated with the entry into new markets. New responsibilities for President Walter Marcheselli and for Sara Digiesi, newly appointed CEO of BWH Hotels Italy & South-East Europe, who comments: "This expansion represents for us an extraordinary opportunity and also a great responsibility. With BWH Hotels Italy & South-East Europe we establish ourselves as a reference in European hospitality, bringing our know-how in network management and the experience of Italian hospitality to markets undergoing profound transformation. We believe in the potential of these territories and we are building cultural, commercial and operational bridges, expanding our network of excellence while enhancing the identity of each destination".

BWH Hotels is a hotel reality present worldwide in more than one hundred countries with over 4,000 structures, and has become a leading group in Italy, where it arrived in 1982. The Group heads the brands: WorldHotels, Best Western Hotels & Resorts, SureStay Hotels.