As featured in The Caterer
Tech advances come thick and fast with varying levels of impact – but the key to long-term success from adopting technology is to focus on the needs of the customer.
That’s why BWH Hotels is focusing on developing and improving systems that will assist hoteliers by ensuring a seamless booking experience end to end, with a new website launching in Q2 this year.
Chris Bowling (pictured) head of digital & consumer marketing at BWH Hotels GB, said: “The launch of this new website will provide independent hoteliers with the tools they need to compete with the big players, for advanced tech without the complexity.
“This launch has been years in the making, with vigorous testing to ensure every part of the journey is optimised and efficient. Our team is here to make sure the tech works for our hoteliers, not the other way around.
“We are of course invested in helping our members thrive – by taking the pressure off them and providing ongoing expertise that makes their digital presence stronger, more streamlined and ultimately more profitable.”
Utilising cloud-based technology the new site is optimised for speed and security– it will include a full events feed, improved user experience and streamlined booking processes.
It’s designed to deliver the best possible guest experience with seamless navigation, optimised images and faster load times, all working together to boost direct bookings and revenue.
The new website features a sleek, modern design and integrates new systems for better image delivery allowing individual hotels to increase the quality and number of images in their gallery.
There are also plans to integrate AI into the process to improve marketing for hotels, regions and events.
BWH Hotels is planning for a significant improvement in conversion rates and increased organic traffic as part of this future-proofing rebuild which will lead to more profitable hotels.
Tim Rumney, BWH Hotels GB CEO, said: “We understand how overwhelming technology can feel for independent hoteliers, which is why we’re investing into the latest website technology to handle all the heavy lifting for you.
“At BWH, we focus on investing in the right tech - tools that actually make a difference for your operations, your staff and most importantly, your guests. As the largest collection of independent hoteliers in Great Britain, we offer the benefits of scale without compromising your independence.
“You get to maintain the flexibility that defines your business, while still taking advantage of our smart tech to boost bookings, increase revenue and streamline operations.
“Ultimately, everything we do is about driving profitability for our partners and our investment in technology is designed to increase direct bookings and help hotels bring in more guests.”
Set to go live in Q2, 2025, the new website will immediately direct prospective guests to bestwestern.co.uk offering a significantly enhanced user experience.
This upgrade will have great benefits for all BWH hoteliers, including Angela Burns, CEO of Webb Hotel Group Ltd and owner of three BWH hotels including Moor Hall Hotel & Spa (pictured top), BW Premier Collection by Best Western in Sutton Coldfield
Burns said: "We’ve been working with BWH Hotels since its inception over 50 years ago and they’ve always been a fantastic partner – giving us the freedom to run our businesses while providing the right support.
“With technology evolving so quickly in the industry, it’s great to see BWH focusing on solutions that not only boost our direct bookings and reduce our reliance on OTAs, but also deliver what our guests actually care about.
“As a hotel, images are key, but large files can slow down website speeds. This new website launch from BWH provides us with a central hub that lets our properties shine without compromising loading speeds, ensuring guests have the best online experience that mirrors the level of care they receive when they arrive.”
Worldwide, BWH Hotels operates out of more than 100 countries with 4,200 hotels and 60 million rewards members which means that partner hotels have the potential to significantly increase their number of overseas guests.
BWH Hotels GB, which represents Great Britain’s largest group of independent hotels, including Best Western and WorldHotels, allows hoteliers to enjoy global reach without sacrificing their individuality.
With BWH Hotels, independent hoteliers get the best of both worlds – they bring their independence and the brand brings the impact.
