£1m NEW BRAND CAMPAIGN TO SUPPORT “BOOKING GOOD”
Best Western GB Press Office: March 2022
Research from BWH Hotel Group GB, which represents almost 300 independent hotels, shows that consumers booking habits have changed as a result of the pandemic. Consumers are increasingly proud to show their support for independent and local businesses through their purchases as well as saying the pandemic actually had some positive impacts on their lives.
In the research of over 1,000 GB consumers 82% said they get a feel-good glow from supporting small, independent businesses, and 79% feel closer to friends, family and their local communities as a result of the pandemic.
As a result of the research Best Western, the largest collection of independent hotels in GB, has this week launched its biggest ever advertising campaign highlighting the impact every booking has on supporting small, independent businesses of Britain.
The £1m campaign called “Booking Good”, will air on national TV this week and will be the hotel organisation’s largest brand campaign in over 10 years.
Andrew Denton, Brand Director at BWH Hotel Group, who this year gained an MBE on behalf of the group for services to the NHS during the pandemic, created the Booking Good campaign.
He said: “The lockdown meant more people stayed local, supported local and in some cases rediscovered local again. We could see in the research that that translated into a feelgood glow from supporting the underdogs and independents, which is the heartland of what Best Western represents.
“It’s a big campaign with a big message. When you book a Best Western hotel you get all the benefits you’d expect from a global brand, but your money goes directly to supporting small, independent and often, family run businesses. We are not a faceless, corporate, boring hotel brand. Every booking with Best Western makes a big difference to those who appreciate it the most.
“Which is why in the TV ad it was so important to bring one of our families to the fore, the Metcalfe family who run the 400-year-old Rogerthorpe Manor hotel in Yorkshire. The people behind every booking will star in the campaign to say their own personal thank you.”
Tim Rumney, CEO at BWH Hotel Group added: “The Booking Good campaign is about showing support for independent businesses across Great Britain and giving them a real boost as we recover from the lows of the last few years. Every booking makes a big difference, and so we want to thank our guests for choosing us, Booking Good and backing the underdogs.”
See Booking Good on ITV and other digital channels from Monday 7 March, or visit www.bestwestern.co.uk/bookinggood
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Research conducted with 1000 UK adults in December 2021.
- 74% of consumers like the idea of supporting independent family run hotels
- 74% of consumers like hotels that provide small personal touches to their stays
- 82% of consumers in GB agree that they get a feel-good glow from supporting small, independent businesses.
- 94% of consumers think that small, personal touches made a big difference to their stay.
- Small personal touches that consumers said they valued most included; local items in rooms e.g. biscuits from local producer, or other local food items, welcome refreshment on arrival, or a free drink in rooms. Other valued items included gifts for kids in rooms, snacks on check out, discount code for a future booking and enhanced guest amenities in rooms.
BWH Group GB is a brilliantly different collection of over 290 independent hotels proudly giving a personal welcome to guests for over 70 years. With 18 hotel brands in our group portfolio including Best Western Hotels GB, our properties span economy, midscale and luxury across its distinctive hotels in Great Britain alone, there is more to explore with our brand family.
Every time you book with us you get the feel good glow of knowing you’re supporting proudly independent hotels. So you’re not just booking, you’re Booking Good.
BWH Group is a retained-profit membership organisation that helps hotels maintain their independence. Committed to representing the views of its independently owned member hotels, we tackle key industry issues on their behalf, including the effects of Government policies and legislation, industry changes and environmental impact on the heartbeat of the Great British hospitality industry. Never has it been more important for this voice than throughout this time of uncertainty and unprecedented hardship for independent hoteliers.