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BWH Hotels Central Europe is one of the most important regional organisations within the global BWH Hotels group, which brings together multiple brands – from Best Western, Best Western Plus and Best Western Premier to the WorldHotels collection – and provides strong support to independent hoteliers through sales, marketing, distribution, technology, MICE sales tools and loyalty programmes.
At the helm of BWH Hotels Central Europe is Marcus Smola, a long-standing company executive who has built almost his entire professional career within the BWH system and has served as Chief Executive Officer since June 2023. BWH Hotels is one of the partners of the upcoming Best Stay Event, whose central theme is profitability in hospitality. This provided the opportunity to speak with Marcus Smola about how hotels can build sustainable business models today, the role of the MICE segment in that process, and how international brands such as BWH help hotels strengthen their market positioning and competitiveness.
From your perspective as Chief Executive Officer of BWH Hotels Central Europe, what are the biggest challenges hoteliers face today in achieving sustainable profitability – especially in the conferences and business events segment?
Today’s hoteliers are facing the challenge of managing rising costs, fluctuating demand and ever-higher guest expectations at the same time. In the MICE segment, companies are increasingly booking at shorter notice, showing greater price sensitivity, while still expecting a high level of flexibility, advanced technical infrastructure and professionally managed processes.
Sustainable profitability can no longer be based solely on revenue growth.
Smart management, efficient digital processes and targeted cost optimisation have become key success factors.
Profitability is the central theme of this year’s Best Stay Event. What would you highlight as the key “formulas” for profitable hotel operations today, and how important is a strong and well-structured MICE offering in that equation?
Before the pandemic, a high level of revenue was almost automatically converted into solid profitability. Today, however, sharply rising costs can no longer be fully offset simply by increasing prices, which makes additional measures essential.
Hotels that consistently optimise processes, implement smart pricing strategies, position themselves clearly and focus on higher-margin segments, improve procurement and reduce distribution costs are significantly better placed to achieve sustainable financial results.
The BWH approach to the MICE segment – a centralised MICE Desk
BWH Hotels is often described as a brand that combines international reach with entrepreneurial independence. How does this model specifically help hotels develop competitive and profitable MICE products?
The BWH model combines the benefits of international brand strength and a global sales network with the entrepreneurial independence of individual hotel owners. In the context of the MICE sector, this means hotels benefit from international demand, central sales support and standardised processes, while still being able to tailor their offer to the specifics of their own market, location and target groups. The result is competitive MICE products that are deeply rooted in the local market, yet enjoy international visibility.
One of the advantages often highlighted by BWH partners is the professional and standardised MICE Desk. How does this system help hotels attract new MICE clients, and why is it particularly relevant for event organisers and agencies?
The central MICE Desk acts as an extended sales department for hotels. It ensures a professional proposal process, fast response times and targeted distribution of enquiries to the most suitable properties. In this way, it creates additional reach and generates new business that individual hotels would often not be able to secure on their own.
At the same time, the MICE Desk functions as an efficient and reliable service centre for event organisers and agencies, supporting them in selecting the right venues and giving them direct access to hotels that match their needs.
Croatia’s growing importance in the BWH Hotels Central Europe portfolio
Croatia is part of your Central Europe region – how do you assess its current position, and especially Zagreb’s role, in the Central European market for business meetings and events? Are you planning further acquisitions in Croatia, particularly of hotels with MICE capacities?
Croatia has developed into one of the more important players in the Central European MICE market. The country offers a wide range of urban and resort destinations, allowing it to accommodate different formats of business meetings and events.
Zagreb plays a particularly important role as a centre for business meetings and conferences, especially for international clients. We continue to see strong potential in hotels with a clear business and MICE focus, and we are continuously exploring opportunities to expand our portfolio in both city and resort destinations.
In Zagreb, BWH Hotels is currently present with Best Western Premier Hotel Astoria and Best Western Airport Hotel Stella. How are these hotels performing, and what role do they play in your regional portfolio?
Our hotels in Zagreb are delivering stable results and successfully meeting the needs of different market segments. Together, they cover several categories and guest target groups.
Best Western Premier Hotel Astoria is strongly positioned in the business and city segment, while Best Western Airport Hotel Stella primarily serves transit guests, groups and business events. Both properties are key elements of our regional portfolio.
In addition, Palace Hotel Zagreb is part of our WorldHotels Distinctive collection. The hotel is currently closed for renovation works that were launched after the earthquake a few years ago.
Hotel Antica on Hvar to join the WorldHotels Luxury Collection
BWH Hotels is planning to open a hotel in Dalmatia under the WorldHotels brand. Can you share more details about the hotel’s location, approximate size and capacity, and which market segments – including MICE – it will target?
Yes, we are planning to open a WorldHotels property in Dalmatia. Hotel Antica in Stari Grad on the island of Hvar will become part of our WorldHotels Luxury Collection.
It will be an exclusive five-star boutique hotel offering 29 luxury rooms and suites, with opening planned for April 2026. The hotel will be adults-only and ideal for guests seeking a premium leisure stay, as well as for smaller, exclusive business gatherings. We are extremely proud of this new opening in one of Europe’s most beautiful tourism regions.
How do you plan to position this hotel in the Croatian and wider Central European market, and in what way will its MICE offering differ from existing properties in the region?
The new WorldHotels Antica will stand out through its exclusivity, refined design and luxurious atmosphere, attracting guests with the highest expectations. Despite its smaller capacity of just 29 rooms, this hotel will play an important role as our flagship property in Croatia.
