Surestay Collection Sunset West Hotel

With Australia’s borders open once again and hopes high that tourism will rebound quickly, many independent hoteliers and groups are exploring the potential of soft brands in partnership with leading hotel businesses like BWH Hotel Group, to win new discerning guests in 2022 and beyond.

Understanding soft brands

The Soft brands of large hotel chains allow independent hoteliers and groups to leverage the extensive resources of chains like BWH — including their distribution, revenue management, sales and marketing, loyalty programs and support services, without having to abandon their own unique brands.

Soft brands are an important part of BWH Hotel Group’s strategy, accounting for seven of BWH’s portfolio of 17 brands. These include WorldHotels Collection’s Luxury Collection, Elite Collection, Distinctive Collection and Crafted Collection along with Best Western Hotels & Resorts’ BW Premier Collection and BW Signature Collection.

“Post the pandemic, there’s never been a better time for hoteliers to attach their properties to a BWH soft brand, allowing owners to have their cake and eat it,” said BWH Hotel Group Australasia Managing Director, Graham Perry.

Premier Collection Carpe Diem Boutique & Spa, Best Western

Guests are now more fastidious about cleanliness, health and safety, and security, and seeking stays that can deliver on all these fronts and so much more. Being associated with globally trusted brands like Best Western and WorldHotels, allows hoteliers to tap into these attributes and call them their own.

“Soft brands allow independent hoteliers and hotel groups to continue operating independently whilst connecting with BWH and its other national and global family of soft brand hoteliers. This provides a platform for learning, communication, and dialogues between soft brand hoteliers who would otherwise be on their own,” Perry said.

By their very nature, all soft brand hotels are unique because they champion and market their own brands.

“Our job is to make sure we assign the right soft brand to the right property and then work with them to target the right markets to drive incremental business,” Perry said.

Supporting growth

There are numerous ways that soft brand hoteliers benefit from BWH Hotel Group’s experience and reputation as a global hospitality brand. For example, they can tap into BWH’s global distribution platform to capture new business from both overseas and domestic markets.

“Soft brands provide an opportunity for hoteliers to cut through the noise and leverage our distribution platforms and support functions whilst standing out amongst the crowd,” Perry said.

“Tapping into BWH’s soft brand model is a cost-effective way for hoteliers to grow and improve their revenue performance and profitability through leveraging the skills and knowhow of a trusted industry leader in hospitality globally!

The Hub Middletown Red Bank, Best Western Signature Collection

“BWH’s revenue management capability combined with our sales and marketing expertise drives occupancy and RevPAR growth. Our multi award-winning loyalty programs, Best Western Rewards and WorldHotels Rewards delivers new direct business from our 50 million loyal members worldwide.”

BWH Group’s soft brand options are flexible, and fees are affordable and competitive.

“Our soft brand solutions offer horses for courses. We have soft brand solutions no matter which market a hotelier is targeting whether luxury, midscale or economy. The commercial possibilities are endless,” Perry added.

If you are interested in finding out more about soft brands opportunities at BWH Hotel Group, click here.