BWH Hotels is doubling down on Asia-Pacific, identifying it as the primary engine for its goal to expand its portfolio to 5,000 properties.
At the 2026 Pan Asia-Pacific Regional Conference at the Carlton Hotel Bangkok Sukhumvit on Monday morning, Ron Pohl, president of international operations for BWH Hotels and president of WorldHotels, said: “Our greatest potential lies here in the Asia-Pacific region. We’ve had tremendous success over the years here in Bangkok and, recently, in Vietnam. India has also grown to 36 hotels open, with another 25 hotels in the pipeline. Japan is another emerging market – not for Tokyo, but in the secondary and tertiary markets.”
Including the Philippines, Australia and New Zealand in the mix, Pohl pointed out that these are the destinations the company has focused on over the past year. Globally, BWH Hotels maintained strong momentum in 2025, opening approximately 120 hotels.
Pohl further highlighted that half of the global population – more than four billion people – resides in Asia-Pacific, with an estimated 80 per cent travelling annually. Hence, the group’s expansion strategy is heavily informed by median age data, which helps pinpoint high-growth markets where younger demographics are shifting the travel landscape.
For instance, while nations such as South Korea and Thailand have median ages of 46 and 41 respectively, India represents a significant opportunity with a median age of just 29. BWH is also strategically monitoring Africa as a future frontier, where the median age stands at 19. These younger demographics, specifically Gen Z and Gen Alpha, are now driving travel decisions 73 per cent of the time and tend to favour experiential travel and authentic, local stays over popular tourist destinations, said Pohl.
Larry Cuculic, president and CEO of BWH Hotels, also shared that the group is targeting a 5,000-hotel milestone, driven by a portfolio of lifestyle and boutique brands. “We will be able to grow with the help of new brands such as Aiden,” he noted, referring to the boutique concept designed to reflect the personality of its specific neighbourhood.
This expansion will be further bolstered by the group’s entry into the US$1 trillion global wellness industry through the upcoming launch of a dedicated glamping brand, designed to meet rising demand for high-end, nature-based retreats.
“Glamping… is glorified camping for the most part, but these are really unique resorts positioned around the world,” Pohl explained. Having already opened the first two in North America, with a third coming in Honduras, he sees “tremendous potential” for the concept globally.
“There are so many remote destinations – in the Outback, on safaris in South Africa, or in Japan – where we can expand these offerings. This is a new type of travel that customers are truly looking for.”
