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Best Western Launches Midscale Extended-Stay Brand HOME

October 31, 2022

At the company’s 2022 annual convention in Cleveland, BWH Hotel Group revealed the launch of HOME by BWH, a brand for the midscale extended-stay segment.

“We know that extended-stay is an important market segment and there is tremendous demand for more options in this category, so we are extremely proud to bring a new product offering to developers and our valued guests,” said Larry Cuculic, president/CEO, BWH Hotel Group. “HOME by BWH is redefining the extended-stay segment with a new approach to the extended-stay experience.”

Brad LeBlanc, SVP/CDO, BWH Hotel Group, said the company began planning for the brand about 18 months ago. “We began to look at the extended-stay segment and said, ‘How do we grow…in that segment that often runs 10 to 15 points—often more—above the hospitality industry,’” he said. “We were missing an opportunity in that midscale segment.”

The company collaborated with active extended-stay developers to create a lean prototype that offers a credible return on investment, the company reported. HOME by BWH is a clean, streamlined, modern and fresh approach to extended-stay with the philosophy of “options, not mandates,” which is unique for this segment.

Guests will find all their needs taken care of at HOME by BWH, while hoteliers will enjoy more flexibility in the areas of breakfast, design elements and operations.

“When talking to our hoteliers about the segment and assessing what is on the market, we recognized an opportunity to change the way extended-stay is designed, both for the developer and guest,” said LeBlanc. “We’ve already seen a lot of excitement about HOME by BWH and I am proud to be introducing the brand with a healthy pipeline.”

HOME by BWH is launching with a prototype for new construction, and conversion opportunities will also be available. The brand is announced with a strong pipeline and development efforts for the brand will be focused on proven extended-stay markets where demand for a new product is strong

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