Middle East travel trends shape BWH Hotels’ 70-hotel regional portfolio

Religious travel, AI intervention, loyalty programmes and demand for variety, flexibility and local experiences are shaping tourist movement and hospitality demand in the Middle East, global hospitality enterprise BWH Hotels said in a press announcement. These trends are defining the company’s portfolio in the region, where 27 are currently operational. A robust pipeline will see the company grow to 70 properties across the Middle East within the next three years.

“The Middle East continues to demonstrate resilience, with sustained investment in tourism, infrastructure and hospitality, creating opportunities for long-term growth,” said Ron Pohl, President of International Operations, BWH Hotels. “As demand continues to evolve across the region, BWH Hotels is focused on helping owners and developers capitalise on these market trends through a diverse portfolio of brands, technology and loyalty investments, and flexible development solutions. We remain confident in the region's future and committed to delivering the tools and global reach our partners need to drive performance, attract guests and create long-term value.”

Saudi Arabia remains the brand’s largest regional opportunity, with 12 operating hotels, 14 signed projects and approximately 15 additional projects under negotiation. Strong demand for travel to Makkah, Madinah and Jeddah continues to drive development opportunities.

With 18 brands under its name, spanning from luxury to premium economy, BWH Hotels offers accommodations that cater to different trip types, preferences and budgets.

The dominant role of AI in producing tailor-made itineraries is prompting the company to invest in technology to improve visibility of its properties on travel platforms. With increasing demand for authentic, destination-driven experiences, its hotels are curating visitor services that reflect local culture, including booking websites in native languages, while helping international guests experience destinations as locals do. Furthermore, a growing interest in loyalty programmes and reward schemes is encouraging hotels to offer memberships.

BWH Hotels also continues to expand across the Gulf Cooperation Council, with hotels operating in the UAE, Kuwait, Qatar, Bahrain and Oman, while Egypt represents the largest development pipeline across the Middle East and North Africa portfolio. In Morocco, the company recently signed an agreement for 25 new-build hotels to be delivered over the next five to six years.

“The Middle East remains one of the most dynamic hospitality development regions in the world,” said Wytze van den Berg, Vice President EMEA, BWH Hotels. “We see opportunities well beyond the region’s largest projects and established destinations, particularly in Saudi Arabia, Oman, Jordan and Egypt. Our focus is translating regional growth opportunities into successful hotel projects, matching the right brand with the right market and investment strategy.”

The pipeline reflects growing demand for specialised offerings, including Executive Residency® by Best Western The Breeze Hotel, planned to open in Al Khobar in Q2 2027, and the Best Western Premier® Al Shafa in Jeddah, a 200-room property opening in Q1 2027. WorldHotels Backdrop™ also responds to growing interest in alternative, nature-led hospitality experiences.

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