BWH Hotels zeroes in on the fast-growing premium economy segment as developers and hoteliers tap into the price-conscious market.

The premium economy segment is a fast growing and lucrative sector for the accommodation industry allowing developers and hoteliers to tap into the price-conscious market. With increased demand for affordable hotels, travellers are seeking value, quality and consistency from their stays with access to popular amenities including breakfast, connectivity, great value, consistent quality, and an extensive loyalty program.

There is strong market demand from a segment of travellers stretched thin by inflationary pressures impacting economies around the globe. Despite the cost-of-living crisis, experiential travel remains a high priority for Baby Boomers, Millennials, Gen Z, and multi-generation travellers who are looking to maximise their budgets without sacrificing travel essentials.

BWH Hotels’ award-winning premium economy brand, SureStay Hotels boasts several options for owners and developers to tap into the segment providing soft brand, traditional stay, and extended stay opportunities. This cost-effective conversion brand provides prospects for owners with existing properties to access the segment across BWH’s portfolio in the Asia Pacific landscape. As a segment that has seen dramatic growth and market demand, the overall category lacks consistency in quality and amenities. BWH’s high quality assurance standards provide hoteliers the opportunity to develop properties for this underserviced category of price-conscious travellers.

BWH now has eight SureStay properties across Asia Pacific in key destinations including Albany, Caboolture, Esperance, Bangkok (Thailand), Asan (South Korea) and more. The brand is firmly established for developmental growth with 24 SureStay properties in various stages of negotiations globally. BWH Hotels APAC is currently in final discussions for the signing of 12 additional SureStay properties with a continued interest in Brisbane, Sydney, Christchurch, Bangkok and the Philippines.

BWH’s SureStay proposition rounds out the brand’s premium economy portfolio providing owners, developers, and investors a solution for their existing or new build properties at a time of demand for cost effective accommodations.