BWH Hotels revealed at its 2024 Annual Convention in Charlotte, NC, that it has entered the glamping market with the launch of the Explorer Series as part of its Premier Collection soft brand with the upscale Zion Wildflower at the base of Zion National Park.
“As I looked across our brands and where the industry is going, it is more and more experiential,” Brad LeBlanc, chief development officer, BWH Hotels, told Hotel Business. “We all see it. It is no surprise.”
LeBlanc said that he was approached by one of the company’s members who had developed an upscale glamping experience at Zion National Park. “He wanted to plug his glamping experience into our distribution system,” the CDO said.
While the first property opens in March for the 2025 season, LeBlanc said that he ultimately wants to open 200 locations in the Explorer Series.
Larry Cuculic, president/CEO, BWH Hotels, told Hotel Business that when he was presented with the prospect of entering the glamping space, he thought it was a great opportunity, adding, “We already have multiple leads with the past few hours of people with land who are interested because they see the opportunity associated with it. It seems to fit us well.”
