BWH Hotels has reached a significant sustainability milestone with the Global Sustainable Tourism Council (GSTC) certification of its Best Western® Hotels & Resorts and SureStay® Hotels properties across Southeast Asia, Japan, and Pakistan. Announced in September 2025, the certification underscores the group’s integration of eco-friendly and community-focused practices into daily operations, aligning with its global “Earth, People, and Community” (EPC) commitment.
Olivier Berrivin, a senior executive at BWH Hotels, emphasised that the certification builds trust among environmentally conscious guests and corporate partners. “This achievement reflects how BWH Hotels is integrating eco-friendly and community-focused practices into every aspect of our operations,” he said. The GSTC certification, he added, assures stakeholders that the hotel provider is committed to responsible and sustainable practices.
Overcoming Implementation Hurdles Across Diverse Markets
Embedding sustainability across properties in varied markets presents challenges, from adopting new work processes to sourcing eco-friendly products. Berrivin acknowledged that while short-term costs or minor disruptions may occur, the long-term benefits—such as reduced waste and lower operational costs—outweigh them. “By reducing waste, we can also lower unnecessary costs,” he noted, adding that collaboration with local partners creates lasting benefits for entire destinations.
Guest participation is also key. Berrivin pointed to initiatives like towel-reuse programs, noting that the vast majority of guests are eco-conscious and supportive of such changes. This aligns with broader industry trends, as highlighted in Southeast Asian Hotel Margins Squeezed by Fuel Costs and Labor Shortages, where sustainability is increasingly tied to cost efficiency.
Balancing Expansion with Brand Consistency
As BWH Hotels expands across the region, maintaining consistent brand standards is critical. Berrivin credited the group’s robust brand standards and active in-house training team. Courses such as “I Care Every Guest Every Time,” “Because We Care,” and “BWH Heritage” ensure that every hotel—whether franchised or managed—delivers the brand’s heartfelt service philosophy from day one.
This disciplined approach supports the group’s growth while preserving guest experience, a challenge many operators face. For context, BWH Hotels Achieves GSTC Certification Across Asia-Pacific Portfolio provides further detail on the certification’s scope.
Leading Trends: Sustainability, AI, and Soft Brands
Berrivin identified sustainability as a defining factor in Asia-Pacific hospitality, no longer a trend but an integral part of operations. Technology, particularly AI, is another transformative force. “This development has the potential to reshape every aspect of our business, from driving bookings and enhancing in-stay guest services to managing post-stay follow-up,” he said. However, he cautioned that as automation increases, guests will value human interaction more, requiring a careful balance.
BWH Hotels is also capitalising on the rise of “soft brands,” which combine independence with group support. The company’s portfolio includes seven soft brands across three hotel groups—WorldHotels™, Best Western® Hotels & Resorts, and SureStay® Hotels—covering segments from economy to luxury. This strategy resonates with owners and guests alike, as noted in Milaidhoo CEO: Simplicity, Not Volume, Drives Ultra-Luxury Rates in Maldives, where brand flexibility is key to capturing diverse traveller preferences.
Technology and Personalisation Drive Guest Satisfaction
Technology is central to BWH Hotels’ operations, from booking to post-stay feedback. The Best Western To Go® app allows guests to manage reservations and loyalty points, while AI tools like Microsoft Copilot boost productivity. In-room amenities include seamless high-speed Wi-Fi, USB ports, and smart TVs for content streaming.
Personalisation is delivered through the dual loyalty programs—Best Western Rewards and WorldHotels Rewards℠—which serve 64 million members. “We need to anticipate, understand, and meet the needs of our guests, particularly our most loyal customers,” Berrivin said. This focus on tailored experiences is increasingly vital in a competitive market, as seen in SO/ Maldives CEO Olivier Moies-Delval on Bespoke Luxury and Conscious Travel Demand.
With the GSTC certification now in place, BWH Hotels is positioned to strengthen its sustainability credentials while leveraging technology and brand innovation to meet evolving traveller expectations across Asia-Pacific.
