Inside BWH Hotels: What Every Independent Hotelier Needs to Know
Independent hoteliers often face a key challenge: how to compete in a fast-changing market while maintaining their unique identity. BWH Hotels offers a solution - providing a global network, cutting-edge technology, and operational support while allowing hotels to retain their individual character.
To explore what it takes to be a successful BWH Hotels partner, we spoke with Ivona Meissner, Area Director Austria & CEE at BWH Hotels Central Europe, and Gregor Jamnik, General Manager at Best Western Premier Hotel Slon. They discussed the importance of mindset, the evolving demands of travelers, and how BWH Hotels supports its partners in creating standout guest experiences.
With over 70 years of heritage and more than 4,300 hotels worldwide, BWH Hotels has built a strong reputation for supporting independent hoteliers while allowing them to maintain their unique identity. But what makes BWH Hotels different from other global hospitality groups? How does the company stay ahead in a fast-paced industry?How independent hotels can benefit from a global network without losing their individuality?
The Excitement of Expanding a Global Hotel Network
Ivona, with 40 years of experience in the hospitality industry and 18 years at BWH Hotels, shared what excites her most about supporting independent hotels in joining their extensive network.
"Our global reach spans over 4,300 independent hotels across more than 100 countries. I have the privilege of supporting 25 hotels in Austria, the Czech Republic, Slovakia, Hungary, Slovenia, and Croatia, while also acquiring new partners. What truly excites me is the variety of opportunities we offer through our 19 different brands, from luxury to economy, classic to lifestyle, and even unique concepts like glamping. Every hotel is different, and I love working closely with hoteliers to tailor solutions that best fit their properties, ensuring their success in the future."
A Testament to Long-Term Success
Ivona highlighted the value of long-term partnerships, pointing to Best Western Premier Hotel Slon, a member of BWH Hotels for nearly three decades.
"The best validation of our work comes from loyal members like Hotel Slon, which has been with us for 28 years. Gregor and I have built a great professional and personal relationship, which is what I love most about this industry. Hospitality is about people and emotions, and fostering such long-standing collaborations makes my job incredibly fulfilling."
Gregor echoed her sentiments:
"We joined Best Western in 1997 and later became one of the first hotels worldwide to adopt the Best Western Premier brand in 2001. Over the years, our relationship with BWH Hotels has evolved into more than just a business arrangement - it’s a true partnership. The support we receive in sales, marketing, technology, training, and brand identity has been instrumental in our success. BWH Hotels is not a profit-driven, hard-chain hotel brand; rather, it’s an alliance of independent hoteliers. This flexibility has been key to our long-term commitment."
Innovation in a Competitive Industry
With an ever-growing number of hotel brands and independent chains emerging, staying ahead of the curve is crucial. Ivona explained how BWH Hotels remains innovative:
"There are three crucial elements: continuous learning, a customer-centric approach, and technology adoption. We stay informed on industry trends through ongoing education, training, and conference participation. Listening to guest feedback allows us to refine services and meet evolving expectations. Technology also plays a pivotal role - mobile check-ins, smart room features, and personalized marketing through data analytics all enhance the guest experience."
Maintaining Independence Within a Global Brand
One of the main concerns for independent hoteliers considering a brand partnership is maintaining their unique identity. Gregor explained how BWH Hotels strikes the right balance:
"Unlike rigid hotel chains, BWH Hotels offers significant autonomy while still providing structure. We maintain our identity as Hotel Slon, a name that has existed since 1552, while benefiting from Best Western’s branding and support. The brand guidelines enhance rather than overpower our individuality. Plus, membership is flexible - if a hotel decides the partnership no longer serves them, they can leave without the long-term contractual restrictions imposed by other brands."
The Million-Dollar Question: Will It Bring More Guests?
For independent hoteliers, the decision to join a brand often hinges on whether it will drive more bookings. Gregor acknowledged that while this is difficult to measure precisely, the benefits are undeniable:
"Guests recognize and trust established brands, particularly in mid and low seasons when visibility is critical. While it’s hard to quantify exactly how many guests choose us because of our Best Western affiliation, studies suggest that brand recognition boosts occupancy rates. Moreover, the brand’s global sales and marketing initiatives provide added reach that independent hotels struggle to achieve on their own."
For hoteliers weighing their options, Gregor offered a final piece of advice:
"If you operate a well-located hotel with good service and a strong product but face seasonal fluctuations, a brand like BWH Hotels can help stabilize low-season occupancy and strengthen high-season revenue. It’s a strategic decision that must align with long-term goals."
Guiding Hoteliers to the Right Brand Fit
We asked Ivona and Gregor how the BWH Hotels helps independent hoteliers find the right fit for their properties while preserving their individuality.
“When hoteliers decide to reposition their property - whether through renovation or by moving into a higher market segment - they often don’t know which brand would best support their ambitions,” Ivona explained. “Our role is to guide them through the process, ensuring they make the right choice while maintaining their entrepreneurial spirit.”
Collaboration and open communication are key in this process. “We don’t impose decisions; instead, we listen,” Gregor emphasized. “Independent hoteliers have their own way of doing things, and we respect that. Our job is to support them with structured expertise while allowing them to stay true to their vision.”
As a member of the BWH Hotels Central Europe advisory board for Eastern Europe, Gregor plays a pivotal role in maintaining strong relationships with hoteliers across the region. “Every market has its own challenges,” he said, “so it’s crucial that we understand each hotelier’s specific needs and offer tailored support.”
Diversity Within the BWH Hotels Network
BWH Hotels stands out because of the diversity within its network, bringing together hoteliers from various cultures, regions, and operational models. “We work with everything from Alpine retreats to seaside resorts, congress hotels, and boutique properties,” Ivona noted. “Each hotel comes with unique challenges and opportunities.”
Because of these differences, having a strong partner is invaluable. “Many independent, family-owned hotels don’t have in-house expertise in every operational area,” Gregor pointed out. “That’s where we come in. We provide global knowledge and resources that help hoteliers fill the gaps and elevate their business.”
Essential Services Provided by BWH Hotels
One of the most in-demand services at BWH Hotels is revenue management. “Proper revenue management can be the difference between success and failure,” Ivona stressed. “It’s a highly specialized skill, and finding the right people—especially in smaller markets like Slovenia - is difficult.”
By outsourcing revenue management to BWH Hotels, independent hoteliers gain access to expert strategies that optimize profitability. “We take the burden off their shoulders so they can focus on what they do best - hospitality,” Gregor added.
Sales and marketing support is another crucial aspect. “Many hotels struggle with visibility,” Ivona explained. “Through our global network and digital tools, we help them stand out in a competitive market.”
Quality assurance is also a priority. “Every 11 months, an independent assessor evaluates each property,” Gregor shared. “But it’s not just an inspection - it’s a learning opportunity. We work with hoteliers to turn feedback into actionable improvements.”
The Power of a Global Network with Local Expertise
Despite being a global brand, BWH Hotels emphasizes local knowledge. “Guests today want authentic, locally inspired experiences,” Ivona said. “We make sure our hoteliers have the support to deliver just that while benefiting from our global strength.”
A key advantage is the BWH Hotels loyalty program. “It drives direct bookings, reducing reliance on costly third-party platforms,” Gregor highlighted. “That’s a huge benefit for independent hoteliers looking to maximize revenue.”
The Croatian Hospitality Landscape: Opportunities for Growth
Croatia’s tourism industry has great potential, but seasonality remains a challenge. “Overtourism in peak season and a lack of demand in the off-season create an imbalance,” Gregor observed. “It affects everything from revenue to staffing.”
To tackle these issues, infrastructure improvements are crucial. “Better air connectivity, easier access to islands, and the development of year-round attractions would make a huge difference,” Ivona suggested. “Look at Istria—it’s a great example of how to extend the season through gastronomy and international events.”
BWH Hotels sees opportunities along the Croatian coast. “We are actively looking to expand,” Ivona confirmed. “With our global network and marketing expertise, we can help hoteliers achieve year-round success.”
Gregor reinforced the need for a long-term strategy: “Southern Croatia has all the ingredients - history, culture, cuisine, stunning landscapes. But to unlock its full potential, we need connectivity and structured planning. It won’t happen overnight, but with the right efforts, meaningful change is possible.”
With a commitment to supporting hoteliers and embracing Croatia’s unique appeal, BWH Hotels continues to bridge the gap between global expertise and local excellence.
Why BWH Hotels is the Perfect Fit for the Right Hoteliers
BWH Hotels isn’t just about providing a brand - it’s about building a partnership that enables independent hoteliers to thrive. With a strong global network, innovative hospitality concepts, and advanced technology, the company empowers hotel owners to remain competitive while staying true to their vision.
As we summed up:
"BWH Hotels is the perfect fit for flexible, open-minded, and passionate hoteliers - those who love serving people, creating exceptional guest experiences, and staying ahead of industry trends, all while benefiting from a strong support system."