2016 commercial performance for Best Western GB hotel members.

1. 2016 Review
Commercially Better Together

2. Commercially Better Together
We had an incredible 2016
at Best Western and Beacon
and I am really proud of our
collective achievements. They
put us in a strong position
to push on and show our
customers how much the
world’s largest collection
of independent hotels has
changed. We are commercially
better together and as a
result we have built stronger
relationships with customers
who love our hotels as much
as we do.
A significant part of our future
will be scale, something that
is so important in this hyper
competitive market. Yes, you
are part of Best Western Great
Britain but you also benefit
from being part of a global
brand that in the last two years
has broadened its appeal to
guests and owners with an
extended portfolio of hotel
property brands. Best Western
is more appealing than ever,
allowing us to spread the
costs of doing business across
more members. This creates
new opportunities to invest,
be more competitive, increase
our profitability and achieve
our goal of delivering more
business to you at the lowest
possible cost.
The outlook for 2017 is
stronger as a result of our
successes in 2016. We look
forward to seeing the new
brand on all our hotels, the
move to our new website,
the launch of our Better
Book Direct strategy and the
rollout of our new Foodbuy
partnership.
Now is an exciting time to be
part of a collective such as
ours.
My vision for the immediate
future is to sell 1.5 million rooms
per year for you at the lowest
possible cost. I see no reason
why we cannot do that. If we
all come together and commit
to all the services and solutions
that the brand offers there is
no reason why we can’t grow,
increase our scale and invest
more in the future success of
Best Western Great Britain and
all your hotels.
ROB PAYNE
Chief Executive
3
• Sell 1.5 million rooms for you at the lowest possible cost • New world class website
• New exclusive Foodbuy partnership • New Better Book Direct strategy
2016 - A Year of Continued Growth
We saw across the board RevPAR increases per brand in 2016*
*STR data 2016 compared to 2015
RevPar +3.6%
Best Western hotels provide both leisure
and business guests with what matters
most; consistent standards of service
and hospitality for truly exceptional
value.
RevPar +2.6%
Best Western Premier inspires travellers
with a refined atmosphere, first-rate
amenities, and superior comfort and
service, ensuring all guests experience a
memorable stay.
RevPar +3.8%
Today’s Plus hotels are part of
an upmarket brand. It’s an iconic
expression of our passion to deliver
the highest degree of hospitality and
quality to today’s traveller.
RevPar +7.6%
The BW Premier Collection includes
carefully chosen upscale and luxury
hotels which are destinations in their
own right. These hotels offer a local,
one-of-a-kind hotel experience.
SM
2

3. Our Strongest Ever Brand Position
Over the last 70 years
Best Western has enabled
thousands of hotels and
owners to become more
profitable. And right now,
I believe, we are in our
strongest ever brand position.
More guests than ever before
are recommending us and we
have expanded our portfolio
to provide greater customer
choice and opportunities
to access the benefits of
membership.
I know as a hotelier how
the changes we have
been making recently feel
personally and professionally.
We have grown from being a
small collection of properties
in Great Britain to being a
strong partner in a global
brand; that change has not
always been easy but I know
the direction we are taking is
the best one for us.
Our collective is also stronger
as a result of the brand
refresh and it will continue
to get stronger this year as
the signage and branding
at all our hotels starts to
be replaced because it
will encourage guests to
reconnect with Best Western.
We will be more visible than
ever before and I believe it
is time to start positive new
conversations about
Best Western. I believe it is a
time to be confident about
who we are and what we
stand for, because our unique
brand of independence is
definitely on the move.
Best Western is still designed
to be mutually beneficial
for its members. What has
changed is our reach and our
connectivity with the world.
When we started our outlook
was local and national, the
brand of Best Western today
gives us a global window in
which we can be seen and
can make connections.
And I know as a hotelier of
over thirty years that when
the clouds of uncertainty start
to gather for independent
hotels there is no safer place
to be than a collective like
ours.
RUSSELL IMRIE
President
5
• Best Western is more visible than ever • We are more connected globally and locally
• More guests are recommending us • Unique brand of independence
Best Western Plus Bruntsfield Hotel,
Edinburgh
4

4. A Year of Collective Success
20162015
2014
NPS
2012 - 2016
2013
2012
You have been at the forefront of
changing perceptions of Best Western
and creating more happy, memorable
and shareable experiences for guests
in the last two years.
In 2016 over half of hotels received
TripAdvisor Certificates of
Excellence, which is fantastic and of
course, we want more. Many of you
were proud regional winners too,
being judged best in class against
your peers as well as some notable
national flag flyers too.
All the great work you do is being
noticed and celebrated by the public
and our customers.
The consumer champion magazine
Which?, in its annual hotel survey,
judged Best Western to be 6th out of
33 hotel groups in Great Britain just
one percentage point behind Hilton.
We also won the Best UK Mid-Scale
Hotel brand at the British Travel
Awards for the third year running, a
nationally significant award that is
voted for by the public.
BDRC Continental research also
showed that compared to an
unbranded alternative people would
be willing to pay an additional £7.92 a
night to stay at a Best Western. That
increases when people start to stay at
Best Western hotels to £10.19 a night,
the highest percentage increase in the
mid-market.
And we continue to delight our guests
with an improving Guest Experience.
Our NPS has increased by 30% in
the last five years, and while we know
there is still room for improvement we
are definitely delighting more guests
than ever before.
In 2017 we want to share more of your
stories of success and those brilliant
gestures that inspire more people to
recommend Best Western. Please
send your stories to Andrew and
the Communications team, they are
happy to help share them.
40.8
37.4
40.9
48.8 48.6
Here to help...
Andrew Denton
Communications Director
01904 695 707
andrew.denton@bestwestern.co.uk
6
52.0
100% fair
market share

5. The Future - New Signage
The brand refresh enables us to clearly
signal to customers and the media that
we have changed as a brand, and that
the perceptions customers used to hold
are no longer true.
Given the enormous opportunity the
new branding provides us to attract new
customers to your hotels, increase brand
awareness and realise your investment
quickly, it is important we maximise on
the opportunity by implementing new
signage as rapidly as possible.
There are currently 1,625 Best Western
hotels live with the new signage across
the brand, with the majority of these in
North America. In Great Britain we now
have 21 live, with 171 members currently in
the process of approving their schemes.
1 June 2017 – is a very
important date.
In order to meet our commitment to
rebrand all our hotels across the globe,
we need all members to have raised
a purchase order for new signage or
already be proudly flying the new flags.
But why wait until June? The sooner you
install, the more you will be part of the
global conversations about the new look
Best Western.
It is also a great opportunity to declutter
with less, but more effective, signage and
branding.
If you have any questions regarding your
signage you can email
signage@bestwestern.co.uk or
alternatively Matt Ward is happy to help.
Here to help...
Matt Ward
Quality Assurance Assessor
07967 173 969
matthew.ward@bestwestern.co.uk
9
Best Western Plus Centurion Hotel,
Midsomer Norton
Best Western Plus Pinewood on Wilmslow,
Manchester Airport
Best Western Plus Philipburn House Hotel,
Selkirk
Best Western The Gables Hotel,
Falfield
Best Western Lansdowne Hotel,
Eastbourne
Best Western Plus The Pastures Hotel,
Rotherham
Best Western Plus Rogerthorpe Manor Hotel,
Pontefract

6. The Future - New Website
Bestwestern.co.uk launched in 2014 and has
delivered more than £70 million revenue in
three years.
However three years is a long time in
technology terms.
Best Western International has launched
a new version of bestwestern.com after
investing $14 million and working with some
of the biggest names in technology.
We will migrate to this new best in class
website and platform later in the year and
based on current results, we could double
our current conversion level as well as
reducing costs so that we can reinvest in
more marketing activity.
The new website will future-proof our digital
strategy and show as a brand that we are
absolutely committed to putting digital at
the heart of our business.
This is an exciting global project which will
require your input too to help make it locally
relevant to us in Great Britain.
If you have any questions about
the new website including how it
fits with your iSite, Cat and the
digital team are happy to help.
Cat McBurnie
Senior Digital Manager
01904 695 558
catharine.mcburnie@bestwestern.co.uk
Here to help...
10 11
• Global Team, $14m investment
• World class experience, speed of Google
• Efficiency of Amazon
• Product Range of booking.com
Bestwestern.com
performance
• 2.53 million bookings
per year
• 6 million unique visitors
per month
• 5% conversion
• Total revenue $648
million per year

7. The Future - Better Book Direct
The recently launched Better Book
Direct strategy is designed to make
it more compelling for customers to
book through Best Western direct
channels and will shortly be seen in
a new television advert.
Our Rewards programme has been
independently ranked as one of
the top five loyalty schemes in the
industry*. Globally the programme
has 28.5 million members and 2016
global revenue performance was
up more than 12% year on year,
delivering more than $1.6 billion
into member hotels, £60 million of
which went to Best Western Great
Britain members.
Rewards members are one of our
most valuable assets; on average
they spend £280 a year which is
£117** more than a non-Rewards
customer. That revenue figure rises
to £800 a year when they join the
Elite tiers.
Better Book Direct will make
the Rewards programme more
appealing and shift behaviour to
book direct with Best Western
rather than through OTAs.
Don’t forget there is a staff version
of the scheme called Rewards
Insider, which allows your team to
earn points when they sign guests
up to Best Western Rewards.
Points are awarded for each sign
up and can be redeemed with over
40 partners including Amazon and
John Lewis.
If you have any questions about
Better Book Direct or your Rewards
sign-up targets, Katie and the team
are happy to help.
* Source: J.D. Power 2016 Hotel Loyalty/Rewards Programme Satisfaction Report.
** Source: Best Western Great Britain Rewards, for customers who made at least one stay in a GB hotel through Lynx in the last 12 months.
Here to help...
Katie Aconley
Rewards Manager
01904 695 568
katie.aconley@bestwestern.co.uk
13
Better Book
Direct
Our lowest prices are only
found if you book direct
Our Rewards
programme has been
independently ranked
in the
industry*.
one of the
top five
loyalty
schemes
Best Western Beamish Hall Hotel,
Durham
Best Western Eglinton Arms Hotel,
Glasgow
Best Western Oaklands Hall Hotel,
Grimsby
12

8. The Future -
Beacon & Foodbuy
At the Annual Members Conference this year
we launched a partnership with Foodbuy.
Foodbuy brings together an exclusive group
of leading foodservice providers working
in partnership, connecting members with
suppliers and manufacturers.
Foodbuy’s spend of nearly £1 billion already
brings significant cost savings to existing
Foodbuy partners.
14
Put simply, it is the best way to get better quality
products at lower prices through aggregated volumes
and collective purchasing.
And it’s available now for Best Western and sister
properties. In a pilot, hotels have seen double digit
savings already.
By buying through Beacon you invest in Best Western
too by helping fund additional activity that supports
our goal of selling more bedrooms for you at the
lowest possible cost.
If you would like to know more about the Foodbuy
partnership or how Beacon can help your hotel, Clare
and the team are happy to help.
Clare O’Brien
Beacon Commercial Manager
01904 695 588
clare.obrien@beaconpurchasing.co.uk
Here to help... • Benefit from £1bn of food spend
• Double-digit savings in pilot scheme
• Better quality brands at lower costs
• Buy Beacon invest in Best Western
Best Western Park Hall Hotel &
Leisure Club, Preston
Best Western Plus Pinewood Hotel,
Wilmslow

9. Happy to Help:
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CAMs:
Karen Dawson
Senior Commercial Account Manager
karen.dawson@bestwestern.co.uk
07967 173 918
Member Helpdesk:
Jodie Thomson & Georgina Young
Member Helpdesk Executives
memberhelpdesk@bestwestern.co.uk
0844 387 6007
Corporate Sales:
Nikki Farr
Head of Sales
nikki.farr@bestwestern.co.uk
01904 695 764
Leisure & Corporate Events:
Kirsty Garnett
Leisure & Corporate Manager
kirsty.garnett@bestwestern.co.uk
01904 695 616
Marketing:
Jim Muir
Head of Marketing
jim.muir@bestwestern.co.uk
01904 695 429
Rent a Revenue Manager:
Liz Woodsell
Rent a Revenue Manager
liz.woodsell@bestwestern.co.uk
01904 695 705
Revenue:
Marie Liversidge
Revenue Optimisation Manager
marie.liversidge@bestwestern.co.uk
01904 695 579
FCR:
Lousie Gofton
Customer Services Manager
louise.gofton@bestwestern.co.uk
01905 695 617
Beacon:
Jane Murray
Customer Relations Manager
jane.murray@beaconpurchasing.co.uk
01904 695 548
QA:
Alasdair Roxborough
Quality Assurance Assessor
alasdair.roxborough@bestwestern.co.uk
07837 161 362
iSite:
Rachel Jackson
iSite Executive
rachel.jackson@bestwestern.co.uk
01904 695 516
Hotel Development:
Mark Stanley
Head of Hotel Development & Retention
mark.stanley@bestwestern.co.uk
07967 173 936
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10. 18
The Leadership Team: The Board:
Rob Payne
Chief Executive Officer
Best Western GB and Beacon
rob.payne@bestwestern.co.uk
Paul Connelly
Managing Director
Beacon
paul.connelly@beaconpurchasing.co.uk
Tim Rumney
Chairman
Richard McIlroy
Board Member
Angela Burns
Board Member
Garin Davies
Board Member
Russell Imrie
President
John Millican
Board Member
Howard Darking
Board Member
Jeremy Pick
Board Member
Adrian Burrows
Finance Director
Best Western GB and Beacon
adrian.burrows@interchangeandconsort.co.uk
Les Asplen
Managing Director
Best Western GB
les.asplen@bestwestern.co.uk
Sarah Fussey
Director of Marketing
Best Western GB and Beacon
sarah.fussey@bestwestern.co.uk
18 19

11. bestwestern.co.uk
We are similar, yet brilliantly different,
individually strong but collectively stronger.
SM®