WorldHotels aims to reach 20 structures between Italy and South-Eastern Europe by the end of 2026. The high-end BWH Hotels brand grows through the affiliation of independent hotels, in an Italian market in which the presence of chains continues to increase: at the end of 2025 there were 2,607 hotels belonging to a network, with a penetration of 21.9% of rooms. A share that in the luxury segment rises to 55%, according to Thrends' Chains Monitor Italy Q4 2025.
The latest Italian entries into WorldHotels, a brand positioned in the upper-upscale, the hotel segment immediately preceding the luxury segment, are the Sublimis Boutique Hotel in Camogli, in the WorldHotels Elite collection, and the Hotel Terme San Michele & SPA in Ischia, in the WorldHotels Distinctive collection.
In the coming months the network will expand with new structures in Varese, Venice and the Modena area, while the first two Italian addresses of Backdrop, a collection dedicated to open-air hospitality, will arrive in Procida.
The announced openings are currently concentrated mainly in the North, with the exceptions of Ischia and Procida. However, the development plan declared by the group looks above all at Southern Italy, with Sicily, Puglia, Campania and Sardinia among the areas considered priorities, as well as strengthening the main gateways to international tourism, starting with Rome. Another direction concerns less traveled destinations, as long as they can count on local identity, cultural attractiveness and growing connections with foreign countries.
“Italy represents a strategic market for WorldHotels, for the quality and variety of its independent hospitality fabric – underlines Ron Pohl, president of WorldHotels – Our ambition is to grow selectively, focusing on structures with a strong identity, a distinctive experience and the ability to attract international demand, through a balanced mix of urban hotels, resorts, lifestyle properties and open-air hospitality projects”.
Open-air is one of the novelties of the Italian plan. The first two national entrances of the Backdrop collection are planned in Procida, dedicated to this type of hospitality, with glamping lodges, tiny houses and Airstream caravans. A diversification that takes the high-end collections model beyond the traditional hotel.
The potential basin is large. According to Thrends' Chains Monitor Italy, in Italy chains account for approximately 8% of hotels and 22% of rooms, a share which in luxury exceeds 40%. Between 2026 and 2029, 269 projects are planned between openings and affiliations, 39% in the luxury segment.
"Independent hoteliers increasingly need international visibility, technology and commercial support, but they rightly want to protect the precious identities of their properties - underlines Sara Digiesi, CEO of BWH Hotels Italy & South-East Europe - Our strategy remains oriented towards quality rather than volumes: we look for hotels with an authentic and convincing history, a strong sense of place and the potential to compete internationally. WorldHotels creates value by connecting these distinctive structures to a global platform, enhancing what makes them unique".
According to BWH Hotels, the group generated $8.5 billion in revenue over the past year. The global loyalty program had 66 million members in March 2026, while the most recent press release released in Italy brings the figure to around 70 million. To support high-end sales, BWH Hotels has also created a dedicated division, Upscale & Luxury Worldwide Sales.
The growth plan does not stop at Italy. In South-Eastern Europe, WorldHotels indicates the Balkans, the Mediterranean and the Caucasus among the priority areas, followed by the regional teams in Milan and Athens. The next additions include the opening of the Aivazovsky Congress Hotel & Spa in Gyumri, Armenia.
WorldHotels has 250 properties in approximately 200 destinations and over 40 in the affiliation phase. Europe remains one of the axes of development. The Crafted collection has been strengthened through the partnership with De Historiske, a Norwegian company that brings together over 100 hotels, restaurants and ships characterized by a strong historical heritage.
But the 2026 expansion mostly shows geographic diversification. WorldHotels has entered South Korea, on the island of Jeju, and India, in the Manesar area. In Latin America and the Caribbean it has expanded its presence with new entries in Costa Rica, Honduras and Mexico, in Guadalajara. In Vietnam, in Ho Chi Minh City, the group has launched its first branded residences project, i.e. apartments for sale with a sign and hotel services.
