ALIS 2025: Larry Cuculic, CEO of Best Western Hotels Shares a Vision for Growth, Innovation and Driving Guest Loyalty

By Gavin Fraser | February 10, 2025

In an exclusive interview at ALIS 2025, Larry Cuculic, CEO of Best Western Hotels, provided valuable insight into the strategic initiatives that have fueled the company’s remarkable success over the last three years. From international expansion and sustainability efforts to a customer-centric approach and innovative partnerships, Best Western’s leadership is shaping the future of hospitality with a clear vision.

Strategic Growth and International Expansion

Over the past few years, Best Western has placed a significant emphasis on growth and scalability. “We’re always focused on expanding our footprint and making sure our portfolio reflects global trends and evolving customer expectations,” Cuculic explained. The company’s ability to adapt to shifting travel patterns, fueled in part by the rise of social media, has enabled Best Western to connect with new customer segments across unconventional and emerging destinations.

The company’s strategic growth is particularly evident in the global expansion of its properties. For example, Best Western has made a strong push into Africa, with the opening of the Pearl of Africa Hotel in Uganda. Vietnam and Guyana are also on the map, with new hotels opening in both regions. “Every geographic location is an opportunity for us. We see huge potential in areas like Saudi Arabia, where we’ve signed 8 new hotels,” Cuculic shared. The company also continues to grow in Europe, with new properties in Spain, Germany, and the Netherlands.

“We want to be more than just a place to stay,” Cuculic emphasized. “Our hotels need to be part of the destination experience, enhancing the local culture and making each property unique.” This focus on cultural integration, combined with thoughtful design, allows Best Western to offer distinctive experiences to its guests, whether they’re visiting the bustling streets of Frankfurt or the serene landscapes of Uganda.

Brand Consistency Across a Diverse Portfolio

One of the keys to Best Western’s success is brand consistency across its vast portfolio. With properties in a wide range of markets—from budget-friendly options to upscale, boutique experiences—the company has managed to maintain a unified brand identity while also catering to diverse customer preferences. “We don’t rely on a singular ‘secret sauce,’” Cuculic said. “What we do focus on is delivering personalized experiences that drive guest loyalty.”

A significant aspect of maintaining this consistency is ensuring that each hotel fits within the company’s broad spectrum of offerings. Whether it’s the Aiden brand, which incorporates locally inspired food and beverage experiences, or the company’s collection of high-character, unique properties, Cuculic is adamant about meeting customer expectations in every market. “It’s about understanding the nuances of each location and delivering on what our guests want, whether it’s luxury, wellness, or community engagement,” he noted.

Sustainability Initiatives: Leading by Example

As sustainability continues to be a central concern in the hospitality industry, Best Western has taken active steps to minimize its environmental footprint. “All of our hotels are required to have green certification,” Cuculic explained, underscoring the company’s commitment to environmental stewardship.

Interestingly, international properties have often been quicker to adopt sustainable practices, especially in regions where eco-friendly initiatives have become a priority. This proactive approach to sustainability is a reflection of the company’s broader commitment to corporate responsibility and a desire to lead the industry by example.

Innovation in Guest Experience and Operational Efficiency

Best Western has also been keen to innovate on the guest experience front. Cuculic pointed out the growing trend of non-alcoholic beverages and wellness-oriented amenities as a way of enhancing the guest stay. “We’re seeing that wellness and the sleep experience are becoming more important to travelers,” he explained. As part of this focus, the Aiden brand has introduced local and sustainable food and beverage offerings to align with the growing interest in health-conscious travel.

On the operational side, Cuculic acknowledged the challenges that come with rising costs and the complexity of hotel management. To streamline operations, Best Western has launched a new guest management system in partnership with Canary. This system is designed to reduce operational costs and improve back-of-house efficiency, making it easier for properties to focus on what truly matters: delivering exceptional guest experiences.

Loyalty Programs and Guest-Centric Marketing

One of the cornerstones of Best Western’s ongoing success is its robust loyalty program, which currently boasts over 62 million members. Cuculic emphasized that brand loyalty is not built overnight but through consistent, high-quality guest experiences.

The company’s marketing strategy also emphasizes smarter, data-driven approaches to customer engagement. Best Western’s focus on leveraging data allows the company to refine its marketing efforts and further grow its loyal customer base.

Challenges Ahead: Navigating 2025

Looking to the future, Cuculic highlighted several challenges that lie ahead. “Operational costs continue to be a significant challenge, especially with inflationary pressures,” he said. “But we’re focused on finding ways to optimize our processes and reduce costs without sacrificing the quality of the guest experience.”

In addition, the hotel industry will likely face challenges related to economic fluctuations, shifting travel patterns, and changing guest expectations in 2025. However, Cuculic is confident that Best Western’s approach—emphasizing guest loyalty, personalized experiences, and international expansion—will position the company well for the future.

The Long-Term Vision: Growth, Sustainability, and Innovation

As Best Western moves forward, the company’s long-term vision remains focused on growth, sustainability, and innovation. With new properties opening across the globe, increased focus on sustainability, and a guest-first mentality, Best Western Hotels is positioning itself as a leader in the ever-evolving hospitality landscape.

“There’s no one secret to success,” Cuculic concluded. “It’s about continuously evolving to meet the needs of our guests, staying agile in a rapidly changing market, and always focusing on delivering exceptional experiences that drive loyalty.”

With a strategic eye on the future, Best Western is well-positioned to not only maintain its leadership in the global hospitality industry but to continue its role as an innovator and a trusted brand for millions of travelers worldwide.