A Major Hotel Company Just Launched a Glamping Brand — and Its First Properties Are in Some Surprising Places

BWH Hotels — the parent company of Best Western — is making an unexpected move into the luxury outdoor hospitality space with the launch of WorldHotels Backdrop, a new brand focused on upscale glamping retreats in scenic destinations worldwide.

The collection debuted with three properties: Zion Wildflower Resort in Virgin, Utah, near Zion National Park; Asheville River Cabins in Arden, North Carolina; and The Lodge at Pico Bonito in La Ceiba, Honduras. The variety of the initial lineup signals that BWH is casting a wide net, from U.S. national parks to Central American eco-lodges.

What sets Backdrop apart from competitors is its business model. Rather than licensing an existing brand or slapping a name on partner properties, BWH says it built the concept from scratch, offering property owners lower fees and flexible participation in the WorldHotels Rewards loyalty program, which has 66 million members.

The timing aligns with a broader industry trend. The global glamping market was valued at $3.79 billion in 2025 and is projected to more than double to $7.87 billion by 2033. Major hotel companies have been eyeing this space — Hilton recently partnered with AutoCamp, and Marriott has explored similar concepts — but few have launched a dedicated brand from the ground up.

BWH is already scouting additional locations on the beaches of Phan Thiet, Vietnam, and in safari destinations across Africa and Australia. For travelers loyal to traditional hotel brands, Backdrop represents a bet that the line between resort and wilderness retreat is blurring fast.