Best Western executives gather in Bangkok for inaugural Pan PACA conference

Best Western Hotels & Resorts (BWH) hosted its first Pan-APAC Regional Conference in Bangkok, bringing together about 150 hoteliers, owners and partners as the group highlighted growth opportunities across Asia-Pacific.

Held at the Carlton Hotel, part of BWH’s WorldHotels collection, the event underscored the region’s strategic importance, with executives pointing to strong travel demand and shifting demographics.

Carlton Bangkok general manager Mark Bulmer said the Thai capital remains one of the world’s most visited cities, recording more than 30 million arrivals in 2025 despite a highly competitive market, both regionally and globally.

BWH President and CEO Larry Cuculic said artificial intelligence (AI) is reshaping how travellers research and book accommodation but stressed that outstanding service remains central to the guest experience.

“AI will not replace being a gracious host,” he said.

The company is targeting continued expansion, with a goal of reaching 5,000 hotels globally, supported by newer brands developed in response to changing customer preferences.

Ron Pohl, President of International Operations for BWH® Hotels and President of WorldHotels, identified Asia-Pacific as a key growth region, citing its large population base and rising demand for experiential travel, particularly among younger consumers.

Chief marketing officer Joelle Park said a revamped loyalty programme will be launched in 2027, aimed at simplifying rewards and improving usability.

The conference concluded with updates on sales initiatives to support growth across both emerging and established markets.