Episode 72 : Wytze Van Den Berg, Vice President EMEA BWH Hotel Group®

Best Western's Strategic Approach to Growth and Expansion in Africa and Beyond Best Western Hotel Group's recent acquisition of World Hotels and expansion into the luxury market is a reflection of their CEO's global growth strategy. With a goal of having 80 hotels in Africa by 2026, Best Western is actively working with existing hoteliers and owners to rebrand and expand their footprint on the continent. Wytze Van Den Berg, the Vice President EMEA, explains how Best Western has integrated the World Hotels team into their own, adding experienced professionals in the upper upscale and luxury segments to their team. Best Western will continue to use all of their brand names for consumer marketing purposes, but for B2B sales, they will reach out to clients as BWH Hotels. In addition to growth and expansion, Wytze also highlights the importance of cost savings and competitiveness in the industry. Rising labor, energy, and construction costs make it increasingly important to collectively source materials for construction and invest in technology to make distribution more economic. Operational cost savings through combined buying power also play a crucial role. Best Western's strategic approach to growth and expansion in Africa and beyond is a reflection of their commitment to offering a wide range of options to keep customers loyal while remaining competitive in the current market. As the industry continues to evolve, Best Western is positioning itself for continued success and growth.