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HomeRegional NewsEuropeBest Western Hotels announce `Sunny` financial results as customers go online

Best Western Hotels announce `Sunny` financial results as customers go online

Best Western Hotels have reported significant increases in sales figures, with web and group bookings almost double that of last year. The recent results clearly show that the unpredictable…

Best Western Hotels have reported significant increases in sales figures, with web and group bookings almost double that of last year. The recent results clearly show that the unpredictable weather and recent rises in interest rates certainly has not put us Brits off choosing a British break away this summer.



A significant increase in Internet bookings has been one of the major factors in Best Western`s success, along with an increase in the number of hotels joining Best Western and consequent increases of bedrooms in the portfolio. As a result the percentage market share has increased allowing the largest independently owned and managed hotel group to comfortably ascertaining fifth position for leisure*.



Best Western, who currently have 290 three and four star hotels in membership across England, Scotland, Wales and the Channel Islands, saw a further rise in sales with an impressive 47% increase in group bookings since the start of the year.



The sales figures also showed that the hotel group`s customer habits are changing with the reservations call centre sales being marginally down (4%) on last year`s figures but Internet sales soaring. The shift in general consumer buyer behaviour was noticeable here as the traditional phone call and booking agent has become less popular as customers choose to go online to book their breaks away.



These changes in buying habits may also be a result of the newly developed www.bestwestern.co.uk website, which was re-launched back in January. The rise in traffic logging onto the `easy to navigate` site has resulted in a staggering 43% increase in bookings this year and a further 47% increase in the summer, comparatively to last years figures.



It also seems that the British weather is not putting international visitors off either with bookings from outside Great Britain seeing an increase of over 10% on last year.



Looking at the figures regionally it is clear that certain areas of the country are opting for more British breaks than others. South of London and Brighton are top of the charts when it comes to booking a get away, followed by Birmingham and Nottingham. Compared to last year those who live in central London have had a large boost in British breaks by actually increased their number short breaks by over 25%.



Other factor in Best Western`s success is the number of tactical price and offer led promotions run by consortium group, such as free bottles of wine with evening meals. Sales in package deals have seen a definitive increase with the two for one promotion proving the most popular with consumers this spring.



Talking about the results David Clarke, CEO, Best Western GB said: We are very pleased with Best Western`s strong position in the market place and delighted at the increase in this years sales figures – especially considering the gloomy British summer weather earlier this summer.



It is encouraging to see that redesign of the website and investing in new routes to the market have both made a positive impact with the increase in online sales. We are certainly doing something right both at central office and at all of our individually owned hotels.



We have many plans for Best Western over the coming year to increase this market share even further. As one of the top brands in the hotel industry we will endeavour to remain competitive for customers, offering excellent value for money as well as offering the surprisingly individual experience that only Best Western can provide.



As a membership consortium it is essential we work with our members, supporting them through any external influencing factors – such as buildings allowance tax. We are working hard with our members and influential bodies to ensure that the increase in sales we have received for our members is not hindered by increases in taxations.

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Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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