BWH Hotels eyes expansion
Mint that while the company has been around for about two decades here, now is a good time to expand their presence. It has 19 brands in the world but only five of those are in India. For this, its master franchisee for the region, Delhi-based Sorrel Hospitality, will focus on strengthening its presence in other regions like Bangladesh, and Sri Lanka as well and is likely to have a total of 51 hotels by the end of 2024, spanning 3,000 rooms when the pipeline becomes operational.
All these hotels have been signed in these three markets. Of this, six more hotels will be added to the India market. The company works across various formats here, including franchising as well as hotel management contracts.
It has a strong presence in locations in Punjab, like Amritsar, where it has eight properties. At present, its focus has been on the North Indian market, but the company intends to go beyond that, targeting locations on highways across India. The company signed Sorrel in 2016.
At that time, it operated a similar number of 22 properties in India. “The GDP growth is spectacular in India. You also now have the world’s largest and youngest population, which is going to demand to travel, both locally and internationally and spend money.
While we don’t have a magic future pipeline number for India, we’d like to focus on quality hotels here. Our growth must be thoughtful and careful. It will take longer for us to develop hotels here, because we don’t work with institutional companies.
We work more with quality hotels and operators. We may do one project versus five the other company is doing, it’s fine," he said. The company is also open to unbranded hotel conversions.
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