BWH Hotels: A 38% increase in new properties: BWH Hotels accelerates its expansion
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PRESS RELEASE
BWH Hotels Central Europe:
A 38% increase in new properties: BWH Hotels accelerates its expansion
Eschborn, April 2026. BWH Hotels Central Europe – a company of the DEHAG Hospitality Group – is recording a significantly increasing demand for hotel affiliations. While the hotel group welcomed 13 new properties in 2024, the following year, 2025, already saw 18 additions, representing an increase of 38 percent. For 2026, BWH Hotels Central Europe has set a target of achieving a comparable number of new entries. Across the EMEA region, a total of 386 new properties over the past five years underscores the expansion course of BWH Hotels. According to Alexander Teichert, Director Hotel Development, the reasons for the rising demand lie in “a clear, sometimes aggressive supply growth, particularly in the midscale segment, and the resulting increasing need for stability through brand affiliation.” Independently managed hotels and multi‑property operators benefit from the relief and simplification provided by membership in a strong international hotel organization like BWH Hotels, especially within an increasingly complex distribution landscape.
Fullbrands and Collections enhance competitiveness
Depending on the type and intensity of competitive pressure on one hand and the strength of a hotel’s or hotel chain’s own brand on the other, BWH fullbrand and collection solutions enable flexible forms of collaboration. As Andreas Westerburg, Head of Hotel Development & Quality Assurance at BWH Hotels Central Europe, explains: “Put simply: the less pronounced a hotel’s own brand is, the more it benefits from a fullbrand. Hotels with strong local and regional brand awareness, however, profit from the advantages of our collections. Both options offer the benefit that hotel operators do not need to spend as much time and resources developing their own brand identity and can access target groups through our international distribution network that they would otherwise reach only with significant effort and investment.” While fullbrand solutions implement BWH’s standards, design guidelines, and brand identity closely and consistently, the collections offer individual concepts that fully preserve a hotel’s identity while providing BWH’s distribution advantages.
Loyalty programs reach new target groups
Individually managed hotels often lack the necessary tools for customer retention when facing the competitive pressure of international brands. BWH Hotels offers finely tuned solutions: “With our loyalty and guest retention program, which comprises 66 million customers, as well as our affiliated partner programs, our collection hotels also benefit,” says Andreas Westerburg. With a total of 4,023 hotels worldwide, BWH Hotels International currently has a fullbrand share of 76 percent, corresponding to 3,064 properties. Added to this are around 24 percent collection solutions, such as the BW Premier Collection, BW Signature Collection, or Sure Hotel Collection. In the premium segment, BWH Hotels is represented with Worldhotels, giving it a total of four collections.
For further information please visit BWH Hotels
Further information and press contact:
BWH Hotels Central Europe GmbH, Frankfurter Strasse 10-14, 65760 Eschborn www.bwhhotels.de/en
daechert@max-pr.eu (Press enquiries, interviews, background information) Tel. +49 1797696650
presse@bwhhotels.de (Photographic material, press terms) Tel. +49 (61 96) 47 24 -301