By Nicole Di Tomasso
The extended-stay hotel segment has experienced significant growth in recent years, driven by evolving traveller needs and shifting industry dynamics. This demand for more flexible, cost-effective lodging solutions has been further amplified by trends in remote work, temporary assignments and long-term projects. Recognizing this demand trend, BWH Hotels has launched its newest midscale extended-stay brand — @HOME by Best Western.
“Developers are focused on expanding the extended-segment,” says Brad LeBlanc, SVP and Chief Development Officer at BWH Hotels. “We have a lot of existing franchisees and members in our system that haven’t dipped their toes into the segment, but since we launched this brand, they’re jumping on board.”
While the prototype and design debuted in 2022, LeBlanc says the brand was launched into the company’s membership body for sale in 2023.
“Canada is a bright spot for [development],” says LeBlanc. “We’re seeing a lot of interest and momentum because that’s where the financing is, that’s where the liquidity is flowing and that’s where our developers’ interest lies.”
To help develop the prototype, LeBlanc says the company worked closely with developers and conducted a survey with more than 100 extended-stay owners across various competitive brand families.
“What evolved from that was plug-and-play model with 100 rooms,” says LeBlanc. “If owners/developers don’t need a meeting room, they’re not building it. If they don’t need a pool, they’re not building it. The design can reflect a specific community or township, down to the colour of the building. We have a dozen vivid colours to choose from.”
With the philosophy of “options, not mandates,” @HOME by Best Western is a new construction brand that ensures owners have the ability to include or not include certain amenities based on the market for development, which is unique to the segment, granting more flexibility with regard to design and operations.
The brand also offers the advantage of self-service options. For instance, instead of a breakfast offering, the brand provides a marketplace solution that eliminates the need for labour in that area. Additionally, guests can order a drink from a beer tap wall, with room cards as a payment option in both areas.
Currently, there are five @HOME by Best Western properties in the development process in Canada, including St. Thomas, Walkerton, London Airport, Windsor and Gananoque, Ont. LeBlanc says there are 13 additional locations in the approval process. The first property is expected to be completed within nine months.
LeBlanc says the development efforts for the brand will be focused on proven extended-stay markets where demand for new product is strong, adding the cost for the new-build ranges between $115,000 to $125,000, plus land.
Additionally, LeBlanc says “in 2025 and 2026, we’re going to see a resurgence in energy industry [activity]. Canada and northern U.S. has a lot of localized labour. Anywhere that has a demand for long term, seven to 14-night stays will have a demand for extended-stay hotels.”
Looking ahead, LeBlanc says there will be approximately 50 @HOME by Best Western properties in Canada by 2026, which is a testament to the brand’s strong momentum.
