Press Release 14.08.25
Sure Studio by Best Western Doncaster Studio, a newly developed collection of ensuite apartments tailored for extended stays, officially joins the BWH Hotels GB family today. This strategic move marks a significant milestone for the property group, which has already built a strong reputation through its eight existing cottages and hotel offerings.
The development of Doncaster Studios was driven by a clear shift in customer preferences. While the group’s traditional one-bathroom cottages have long served families, insurance cases, and relocating individuals, growing interest from business travellers prompted a new approach.
“We saw a rising demand for longer-term accommodation that offers more comfort, privacy, and value than a standard hotel room,” said Georgina McIlroy, Owner at Doncaster Studios. “These new ensuite apartments are ideal for professionals staying more than a week. They’re not only more affordable than hotel rooms—often costing less than half the weekly rate—but they also offer a more homely experience.”
Joining BWH Hotels with two distinct brands—the Best Western Premier Mount Pleasant Hotel and now the Sure Studio by Best Western Doncaster Studio—gives the group a strategic edge in serving diverse customer needs.
“The hotel delivers a premium experience for leisure and short-term guests, while the cottages and studios offer a ‘home away from home’ for longer stays,” Georgina explained. “This dual-brand approach allows us to optimise occupancy and better serve both corporate and leisure markets. For example, two employees in hotel rooms cost around £1,540 per week, but a two-bedroom apartment with ensuite bathrooms comes in at just £750–£850. That’s a win for our clients and for us.”
Booking trends also reflect the unique strengths of each offering. Hotel rooms are typically reserved well in advance, especially for events and leisure travel. In contrast, the studios and cottages attract longer stays with shorter lead times, offering flexibility for guests dealing with relocations or insurance claims.
“We’ve designed the studios to accommodate extensions and last-minute bookings, ensuring a seamless experience for guests who may need to stay for several weeks or months,” Georgina added.
Currently operating at 90% occupancy across its eight cottages, the group is optimistic about maintaining this level as it adds four new studio units. For the first time, these properties will be listed on Best Western’s global platform, significantly expanding visibility and reach.
“Our goal over the next 12 months is to bring the new units up to speed and maintain high occupancy across all twelve properties,” said Georgina. “We’re also building four more units for next year, and joining BWH Hotels is a key part of that growth strategy.”
Mark Stanley, Head of Hotel Development and Member Services at BWH Hotels GB added; “This is a brilliant example of how engaged our members are with the brand and the strategic opportunities we offer. We’re confident the new additions will be a huge success. It’s a smart move that strengthens our long-stay offering and enhances our presence in the extended stay market.”
