BWH Hotels proudly announces the appointment of Javier Serrano as Director, Development Spain and Portugal. In this role, Serrano will oversee hotel development across all BWH Hotels brands in Spain and Portugal.
“Having someone local in this growing market is essential,” said Wytze van den Berg, Vice President of International Operations EMEA BWH Hotels, BWH Hotels. “We see significant potential in Spain and Portugal, and Javier’s expertise and connections will help us accelerate development across all our brands.”
Brand Expansion in a Rapidly Growing Market
With its diverse portfolio, BWH Hotels offers tailored brand solutions for different owner needs from conversion-friendly options to high-end, independent hospitality experiences, enabling properties in Iberia to benefit from global distribution, loyalty reach and commercial support.
Javier’s appointment reinforces the company’s long-term commitment to strategic expansion in Spain and Portugal, where demand continues to rise across leisure, corporate travel and secondary destinations. The current BWH Hotels footprint in this region encompasses a range of Best Western Hotels & Resorts and WorldHotels properties—including the iconic Alhambra Palace in Granada, which joined the WorldHotels Luxury collection in late 2023.
Industry Expertise and Strong Market Network
Javier joins BWH Hotels with a strong track record in the hospitality industry, including experience with STR, bringing valuable market intelligence and performance-driven insights to development strategy. He has also collaborated with SHR and Andersen Consulting (BrainTrust´s parent brand), bringing technological know-how, a strategic perspective, and deep industry connections within the region.
In this role, Javier will focus on identifying high-potential destinations across Iberia and supporting hotel owners with brand conversion and development pathways.
“Spain and Portugal are dynamic markets with a strong, independent hotel culture. Our focus is on building long-term partnerships with owners, operators and investors, offering flexible brand solutions that enhance performance while preserving each hotel’s identity,” said Javier Serrano. “The BWH Hotels multi-brand portfolio allows us to adapt to different markets and segments, and we see significant growth potential across Iberia.”
