"Business travel is entering a more strategic and demanding phase for hotel providers"

As business travel enters a new phase of maturity, companies are redefining their travel programs with a more strategic, efficient, and results-oriented approach. BWH Hotels, with an international network of more than 4,000 properties, is positioning itself as a key partner in this evolution. Carolina Justribó, its EMEA Sales Director, analyzes how the rules of the game are changing in corporate accommodation.

How is international business travel evolving, and how are corporate accommodation prices holding up?

Business travel is entering a new phase of maturity following the strong recovery of recent years. Corporate demand remains solid globally, but companies are managing their travel programs with an increasingly strategic approach, placing greater emphasis on cost control, supplier optimization, and efficiency.

This is creating an environment where price trends are more dynamic and where corporate agreements require greater flexibility. Many companies are reviewing their preferred supplier programs to work with hotel partners capable of offering international coverage, consistency in the traveler experience, and real value.

Sustainability is also gaining prominence, shifting from a differentiator to an increasingly common requirement in contracting processes and travel policies.

In this context, the role of hotel chains is evolving: it is no longer just about offering rooms, but about becoming a strategic partner for companies that manage travel globally.

At BWH Hotels, we clearly see this evolution and are working toward it: leveraging the strength of an international network to offer consistent solutions that are tailored to each destination. This combination of global scale and local knowledge is becoming increasingly relevant.

How does BWH Hotels adapt its corporate accommodation offering to the new needs of companies and business travelers?

Companies are looking for solutions that combine global consistency and local flexibility. Travel programs have become more complex and require partners capable of supporting companies across multiple markets, adapting to the specific characteristics of each destination.

At BWH Hotels, we have a network of over 4,000 hotels worldwide, allowing us to offer extensive coverage. At the same time, our model of independent hotels provides a unique value proposition: each property maintains its local identity, enabling more authentic experiences tailored to the destination.

We work closely with corporate accounts, TMCs, and industry partners to understand the evolution of their needs and tailor our offerings to both individual travelers and corporate projects, extended stays, or MICE groups.

In addition, we are seeing growing demand for mid-stay or extended stay solutions, where travelers seek to combine the functionality of a long-term stay with the quality and services of a hotel environment. This is a segment in which we continue to expand our offerings.

What unique value does your hotel network offer?

One of BWH Hotels? key differentiators is the ability to combine international scale with proximity to the local market. Our global network allows us to be present in key destinations for business travel, including secondary markets where a significant portion of business activity is concentrated.

At the same time, the independent nature of our hotels provides flexibility and personalization, something particularly valued by business travelers.

Furthermore, we understand that there are very different company profiles, with specific needs depending on their size, travel policy, or type of travel. That is why we have developed corporate programs tailored to different profiles, with the aim of offering solutions that are truly aligned with each organization.

This combination of an international network, segmented solutions, and local knowledge is one of the elements most valued by our partners.

What role does service personalization play in building customer loyalty?

Personalization has become a key element in the corporate traveler?s experience. Frequent travelers particularly value hotels that can offer a seamless and consistent experience, but one that is also tailored to their preferences. From flexibility in services to small details that enhance productivity, the experience has a direct impact on loyalty.

In our case, the diversity of our network allows us to offer experiences tailored to the traveler?s profile and the destination, while maintaining clear quality standards. Furthermore, the corporate traveler is the end customer of the experience. Therefore, programs like Best Western Rewards and WorldHotels Rewards play a significant role in the relationship with the frequent traveler. With more than 60 million members, these programs allow travelers to earn rewards and maintain a direct relationship with the brand.

When travelers feel valued, their experience improves, as does their perception of their company?s travel program. That is why taking care of the end traveler is key to the success of any corporate program.

What trends are shaping the demand for corporate lodging?

One of the clearest trends is the shift toward more structured, data-driven travel programs. Many organizations are reducing the number of preferred suppliers but increasing the volume and value they expect from those partners.

The business travel ecosystem is also becoming increasingly complex. Distribution platforms, TMCs, and various intermediaries are playing a growing role in the management of accommodation programs.

At the same time, the geopolitical context introduces a certain degree of uncertainty. However, business travel has historically demonstrated a great capacity for adaptation, with companies prioritizing essential travel and adjusting their policies as the environment evolves.