The Opportunity

As BWH Hotels ramped up its expansion across Latin America with new properties and brand entries—including Aiden®, WorldHotels Elite, and Best Western—the brand sought to amplify visibility in regional markets, foster strong media relationships, and position itself as a key player in Latin America's evolving hospitality landscape.

With 30+ new properties scheduled for development in Latin America in the coming years and strategic openings in Mexico, Brazil, Chile, Argentina, Guyana, and Ecuador, the company needed a communications partner to generate excitement and trust among travelers, investors, and press alike.

Our Work

Dialogue was brought on to develop and execute a multi-market PR strategy in Latin America that would:

  • Promote BWH’s strategic growth plans and regional investment in Latin America

  • Position the company’s leadership as experts and visionaries in hospitality

  • Generate earned media coverage across key Latin American outlets

  • Activate immersive experiences to bring media into direct contact with the brand.

Key Activities Included:

  • Executive Press Trip to Miami for BWH Global Congress:
    Dialogue organized a FAM trip for Tier 1 Latin American journalists to attend BWH’s global congress in Miami. Media had exclusive access to executives, previewed development plans, and learned about the company’s regional investment strategy

  • Media Coverage of New Openings in Latin America:
    Preparing targeted media pitches highlighting new hotel openings, including:

    • Best Western Salvador Hangar Aeroporto (Brazil)

    • Aiden by Best Western Black Hotel Boutique (Mexico City)

    • WorldHotels Elite Hotel Madero (Buenos Aires)

    • Upcoming Aiden properties in Ecuador, Guyana, and El Salvador

  • Local FAM Experiences in Brazil:
    Dialogue coordinated influencer and media stays at BWH properties in Brazil, with media coverage focused on travel, design, and regional hotel innovation.

Results

  • Over 20 media features in top media outlets across Brazil and Mexico 

  • Positioning of regional and global executives in interviews about brand differentiation and expansion

  • Strong visibility of new hotel openings, particularly Aiden by Best Western and WorldHotels Elite properties

  • Established BWH Hotels as a leading global brand committed to sustainable growth and innovation in the Latin American hospitality sector.

Dialogue