Hotel Collingwood, BW Signature Collection by Best Western, in Bournemouth is a beloved boutique property on England’s south coast. The hotel joined the brand in 2017 but in 2021 sought a brand partnership switch that would preserve its independent spirit while unlocking broader market potential. The BW Signature Collection offered the ideal balance:
Independent Identity: The hotel retained its unique character and boutique charm.
Global Reach: Access to Best Western’s international reputation and marketing power.
Shared Values: A mutual commitment to authentic, locally rooted hospitality.
Support Infrastructure: Robust distribution, loyalty programmes, and operational tools.
“We were drawn to the BW Signature Collection because it allows us to remain proudly independent while benefiting from the strength, reach, and reputation of an internationally recognised brand.” says Michelle Krips, Director at Hotel Collingwood.
Since becoming part of the BW Signature Collection, Hotel Collingwood has experienced measurable improvements across key areas:
Increased Visibility: Enhanced online presence and access to the Best Western Rewards loyalty base of 60 million.
Higher Occupancy: Growth in bookings, especially during shoulder seasons.
Operational Support: Revenue management, training, and systems that refine the guest journey while maintaining a personal touch.
New Guest Segments: Broader appeal to travellers who may not have discovered the hotel otherwise.
“Occupancy has grown, particularly in shoulder seasons, and we’ve been able to reach new guest segments who may not have discovered us otherwise.”
For the hotel’s owners, the decision to join BW Signature was rooted in long-term vision and strategic alignment:
Creative Freedom: The brand respects individuality and allows for tailored guest experiences.
Commercial Strength: Tools and insights to adapt to evolving market demands.
Sustainable Growth: A partnership that supports reinvestment and long-term positioning.
Michelle adds; “BW Signature ticked both boxes—they understand that no two properties are the same, yet they provide systems and insights that help us adapt to evolving market demands.”
Hotel Collingwood is a standout within the BW Signature portfolio for its:
Prime Location: Steps from Bournemouth’s award-winning beach and vibrant town centre.
Stylish Design: Contemporary interiors with welcoming lounges and modern guest rooms.
Locally Sourced Dining: Seasonal menus that celebrate regional produce.
Deep Owner Investment: Significant upgrades to the building, leisure facilities, and team development.
Community Engagement: Active partnerships with local suppliers and initiatives promoting Bournemouth as a destination.
“Exceptional hospitality starts with a happy, empowered team. We’ve prioritised training, development, and initiatives that ensure our people feel valued and inspired.''
View More: Hotel Collingwood, BW Signature Collection by Best Western | Hotels in Bournemouth
