Corporate bookings at Best Western hotels rise 16% in six months

The group, which restructured its branding earlier this year​, believes the sales figures could indicate that the industry is ‘returning to form’ following the recession.

 Best Western chief executive Richard Lewis said initiatives such as installing free Wi-Fi across the estate had helped but that corporate travellers were increasingly looking for a more personal service when away on business.

“We believe this success is due to corporate travellers looking for hotels that offer value as well as high quality and personal service. Plus we have invested heavily in the marketing of the group to establish the brand as the number one mid market choice in Great Britain,” he added.

Leisure guests​

Leisure sales also increased 15 per cent compared to the same period last year in the six months to 31 October and the group saw the number of people making bookings for Thursdays increase by 20 per cent, indicating a growing trend towards longer weekends.

Lewis said: “We have seen both agency and direct customer sales increase. We have also seen an increase in loyalty with sales from our Best Western Rewards customers alone up 18 per cent, the best results ever for our loyalty scheme.

“To increase overall sales is testament to the hard work of everyone at Best Western and credit to all our hotels. It is heartening to see that our unique approach, brand personality and dedication of the team are being rewarded with financial success.”

Restructure​

Best Western, which offers marketing and branding support to 279 hotels across the UK, restructured its business into three tiers in September.

Hotels are now marketed under Best Western, Best Western Plus and Best Western Premier brands to differentiate the level of facilities and standards offered at each one.