BWH Hotels se suma a la tendencia de las actividades al aire libre con una nueva marca: Exclusiva

Key Points

• BWH Hotels is launching Backdrop by WorldHotels, a new brand focused on upscale outdoor accommodations or glamping.
• The brand differentiates itself by building from scratch rather than partnering or licensing, offering property owners lower fees and flexible participation in loyalty programs.
• Glamping is a growing but niche segment with high margins and lower development costs, and BWH Hotels plans global expansion and new tech to support it.

Summary

BWH Hotels, parent company of Best Western, is introducing Backdrop by WorldHotels, a new brand aimed at the upscale glamping market. Unlike competitors like Marriott, Hilton, and Hyatt, which have partnered with or licensed existing outdoor operators, BWH is creating its own soft-brand platform, allowing property owners to retain unique identities while benefiting from BWH’s resources. The glamping sector offers strong economic potential with high margins and relatively low development costs, though it faces seasonal and operational challenges. BWH Hotels plans to expand Backdrop internationally, enhance its technology offerings, and merge loyalty programs to include glamping stays as desirable redemption options.