BWH Hotels Unveils Ambitious Middle East Strategy to Reach 70 Properties by 2029

The Middle East's hospitality landscape is undergoing a massive transformation, and BWH Hotels is positioning itself at the center of the boom. Currently operating 27 properties across the region, the global group has set a target to grow its footprint to 70 hotels within the next three years.

Unveiled by Ron Pohl, President of International Operations for BWH Hotels and President of WorldHotels, the aggressive expansion strategy aims to capture surging international demand, rapidly diversifying leisure hubs, and an unprecedented boom in regional travel.

By deploying its full 18-brand ecosystem—spanning luxury offerings like WorldHotels down to extended-stay and midscale mainstays like Best Western and SureStay—BWH Hotels is matching the region's evolving infrastructure needs step for step.

1. Saudi Arabia Leads the Growth Surge

At the core of BWH Hotels’ Middle Eastern playbook is the Kingdom of Saudi Arabia, backed by its transformative Vision 2030 initiatives. The Kingdom currently represents the group’s largest single regional growth engine, holding 12 operational hotels, 14 signed projects, and roughly 15 additional properties in active negotiation.

The group is strategically targeting both primary business centers and emerging regional hubs. Key upcoming projects in the Saudi pipeline include:

• Executive Residency by Best Western The Breeze Hotel (Al Khobar): A dedicated extended-stay property planned for opening in Q2 2027.
• Best Western Premier Al Shafa (Jeddah): A 200-room upper-midscale property slated for release in Q1 2027.
• Religious Tourism Hubs: Expanded footprints across Makkah and Madinah to accommodate the millions of annual pilgrims visiting the Holy Cities.

Developers looking to tap into this regional momentum can evaluate brand affiliation options through the BWH Hotels Development Portal.

2. Scaling Regional Hubs and Entering North Africa

While Saudi Arabia remains the anchor, BWH Hotels is expanding across the broader GCC and North Africa to build a balanced regional presence.

• The GCC Corridor: BWH is increasing its density across established and secondary markets in the UAE, Oman, Kuwait, Bahrain, and Jordan.
• Egypt as a North African Anchor: Egypt represents the company’s largest hotel development pipeline within its North Africa operations, driven by strong cultural travel demand along the Nile and coastal resorts.
• Moroccan New-Build Push: In a major regional milestone, BWH recently executed an agreement for 25 new-build properties in Morocco, scheduled for delivery over the next five to six years.

This multi-market approach ensures the portfolio is not overly dependent on a single travel corridor, bridging European, Asian, and intra-regional traveler bases.

3. Catering to Modern Traveler Preferences

The decision to scale up to 70 properties isn't just a numbers game; it reflects changing traveler behaviors across the Middle East. Beyond traditional corporate accommodations, travel demand in the region is diversifying into sub-categories:

• Extended-Stay & Flexible Living: Brands like Executive Residency and SureStay Studio respond directly to corporate contractors, digital nomads, and long-term relocation needs.
• Nature-Led & Experiential Stays: Offerings under banners like WorldHotels Backdrop and WorldHotels Crafted—such as the WorldHotels Crafted Sunflower Resort in AlUla—capitalized on modern demand for eco-tourism and authentic local culture.
• Conversion Flexibility: Boutique-focused brands like Aiden serve as ideal conversion models for existing hotel owners looking for global distribution without losing their property's distinct character.

Travelers planning upcoming stays across the region can browse the active portfolio via Best Western's Official Booking Site.

4. Leveraging Global Distribution and Loyalty Tech

To ensure these upcoming properties perform at full capacity, BWH Hotels is backing its physical expansion with heavy digital infrastructure.

Properties entering the pipeline gain immediate integration into the global distribution engine, AI-driven booking channels, and localized direct-booking platforms. Crucially, incoming Middle Eastern hotels are linked into the combined power of Best Western Rewards and WorldHotels Rewards. With over 70 million members globally, this loyalty ecosystem provides new properties with an instant pipeline of repeat international travelers from Europe, North America, and Asia.

The Road Ahead for BWH in the Middle East

As governments across the GCC and North Africa invest heavily in airport connectivity, high-speed rail, and mega-tourism projects, the need for varied, high-quality hotel inventory has never been higher. By offering a broad multi-brand strategy that meets travelers at every price point, BWH Hotels is well on its way to cementing its position as a primary player in the region's hospitality future.