BWH Hotels GB invests in major tech overhaul

Improved digital infrastructure to drive direct bookings

British hospitality network BWH Hotels GB is launching a faster, simpler website as part of a push to help its partners minimise reliance on OTAs.

The move will impact more than 230 independent hoteliers across the UK, with the fully redesigned website part of plans to deliver faster load times, a simplified booking experience and improved image and content functionality. 

It will also introduce tools to support marketing activity at the hotel and regional level, with plans to integrate AI.

The rollout follows several years of development and testing and forms part of BWH’s long-term digital investment strategy.  

The platform is underpinned by cloud-based technology, with a focus on improving the guest experience while streamlining operational processes for hotel teams.

Chris Bowling, head of digital and consumer marketing at BWH Hotels GB, said: “The launch of this new website will provide independent hoteliers with the tools they need to compete with the big players, for advanced tech without the complexity.

“This launch has been years in the making, with vigorous testing to ensure every part of the journey is optimised and efficient. Our team is here to make sure the tech works for our hoteliers, not the other way around. 

“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 is forecasting improvements in conversion rates and organic traffic because of the rebuild, as well as a reduction in OTA dependency.

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 

“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,” said Burns.

“With technology evolving so quickly in the industry, it’s great to see BWH focusing on solutions that not only boost our direct bookings and reduce our reliance on OTAs, but also deliver what our guests care about.

“As a hotel, images are key, but large files can slow down website speeds. This new website launch from BWH provides us with a central hub that lets our properties shine without compromising loading speeds, ensuring guests have the best online experience that mirrors the level of care they receive when they arrive.”

Worldwide, BWH Hotels operates out of more than 100 countries with 4,200 hotels and 60 million rewards members.

BWH Hotels GB, which represents Great Britain's largest group of independent hotels, including Best Western and WorldHotels, allows hoteliers to enjoy global reach without sacrificing their individuality.