Skift Take Best Western's parent group is about 10% smaller by room count than it was in 2019. CEO Larry Cuculic says he's changing that, partly by adding upmarket brands. Share BWH Hotels, the parent of Best Western, has seen its room count shrink nearly every year since 2019, even as all of its larger rivals grew. Now CEO Larry Cuculic says the group is shifting upmarket and growth is underway. BWH Hotels has ground to make up. It has 333,457 rooms, down 9.7% from 2019.