BWH Hotels GB As part of a drive to reduce reliance on OTAs, the company has launched a simpler and faster website.
More than 230 independent hotels in the UK will be affected by this.
The newly designed website will improve the digital infrastructure by delivering faster loading times, a simplified journey for bookings and better image and content functionality.
AI integration is also planned in the future.
BWH’s digital investment strategy includes a long-term move to implement this technology after several years of testing and development. Cloud-based technology is at the core of this platform, which aims to improve guest experience and streamline operational processes for hotel staff.
Chris Bowling is the head of digital marketing and consumer marketing for BWH Hotels UK. He said: “The launch will give independent hoteliers the tools they need in order to compete against the big players. They can now enjoy advanced technology without the complexity.
“This launch took years to develop, and was subjected to rigorous testing in order to make sure that the entire journey was optimised. Our team is here so that the technology works for our hotels, and not the other direction.
“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.”
BWH Hotels GB expects to see improvements in organic traffic and conversion rates as a result. They also anticipate a decrease in OTA dependence.
This upgrade will impact all BWH hoteliers, including Angela Burns, CEO of Webb Hotel Group Ltd and owner of three BWH hotels including Moor Hall Hotel & Spa, BW Premier Collection by Best Western in Sutton Coldfield
Angela Burns said: “We’ve been working with BWH Hotels since its inception more than 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 the technology evolving so rapidly, it is great to see BWH focusing not only on solutions which boost our direct reservations and reduce our reliance of OTAs but also what our customers actually care about.
The size of files on a website can affect its speed. BWH has launched a new website that will allow our properties to shine, without compromising on loading speed. We can ensure that guests get the best online experience possible that reflects the care they receive upon arrival.
BWH Hotels is a global hotel chain with more than 4,200 hotels, 60 million reward members and a presence in over 100 countries. Partner hotels are able to increase their international guests by up to a factor of 10.
BWH Hotels GB represents Great Britain’s largest independent hotel group, including Best Western, WorldHotels and other hotels. This allows hoteliers the opportunity to reach a global audience without sacrificing individuality.
More information can be found at joinbwhhotels.co.uk.
