Best Western has recorded one of its strongest years to date, with 21 new members and a 17% year-on-year sales increase across all platforms.
The hotel group believes that initiatives such as its free internet access across its portfolio of more than 280 independent hotels, three TV advertising runs and a full website overhaul have helped boost business with corporate and leisure sales growing by 16% and 15% respectively this year.
Keith Pope, director of Best Western, said: "Best Western has invested considerably in the brand in the past 18 months with the launch of ‘Hotels with Personality' and our latest three-tier brand enhancement - Best Western, Best Western Plus and Best Western Premier - giving customers more choice and clarity when booking, and easing the decision-making process. These campaigns have had a positive impact on sales through our central reservations, which are up by 33% year on year.
"Our quality drive is constant, too, and this year we have terminated membership for six hotels that failed to meet our standards."
Latest hotels to join Best Western include the Best Western London Highbury, Best Western Pinewood Hotel in Manchester and Best Western Crianlarich Hotel, Perthshire. Applications from seven hotels to join Best Western are currently in the pipeline.
The portfolio of three- and four-star properties operating under the Best Western brand in the UK now accounts for over 15,495 bedrooms.
By Janet Harmer
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