2025 is a standout year for BWH Hotels GB
BWH Hotels GB is celebrating a standout year of growth, digital innovation and strengthened commercial performance, with 2025 to date, delivering record-breaking results across multiple areas of the business.
Despite wider economic pressures Britain’s largest group of independent hotels generated more than £140m in total room revenue via their channels, an uplift of 7% year-on-year so far.
The group has also delivered £4.5m in Meetings & Events revenue in the year to date, an increase of 27% on last year. BWH’s Venues Desk also improved its conversion rate by three percentage points, underscoring strong demand and the continued effectiveness of central commercial support for its independently owned hotels.
June marked the launch of the group’s new bestwestern.co.uk website, which has quickly become a major driver of direct business. Conversion rates are currently 20% higher year-on-year, with continued month-on-month growth.
The Early Black Friday Sale, which ran from 7–10 November, delivered the group’s best-performing promotion on record, generating more than £1 million for hotels in just four days. This included the highest ever single trading day via the brand’s website.
Email marketing also saw significant gains during 2025. The GB database has expanded by 13% year-on-year, with email revenue up double digits year-on-year, growing to over £2M. The launch of the group’s new influencer marketing programme helped broaden BWH Hotels GB’s reach to new audiences, achieving more than six million impressions since inception.
The global BW Rewards programme continues to be a powerful driver of repeat business. Membership has grown to 63.4 million globally, including 2.7 million members in Great Britain, while GB Rewards revenue reached £58.6m year-to-date, a 16% increase on the same period last year.
The group also recorded strong portfolio growth, welcoming 18 new hotels into BWH Hotels GB during 2025, including properties across Best Western, BW Signature Collection, SureStay Studio and WorldHotels Crafted Collections.
Robert Alley, Brand Development Director at BWH Hotels GB, said: “This has been a transformative year for our group and our independent hotels.
“We have delivered strong commercial growth, accelerated our digital performance,and welcomed a diverse range of new properties into the portfolio. We continue to show that independent hotels can rely on us to provide the support while they provide the individuality.
“These results are a testament to the strength of our brands and the commitment of our hotel teams. We enter 2026 with real momentum and a robust platform for continued success.”