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Best Western 2017 Brand brochure
- 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 for Best Western Great Britain is to help 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 1.5million rooms for you at the lowest possible cost • New world class website • New game changing Foodbuy partnership • New Book Direct strategy 2016 - A Year of Continued Growth We saw across the board RevPAR increases per brand in 2016* RevPar +3.6% More than anything our passion is to provide both leisure and business travellers with what matters most; consistent standards of service and hospitality, all 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 the 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
- 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 independenceBest Western Plus Bruntsfield Hotel, Edinburgh
- 4. A Year of Collective Success 20162015 2014 NPS 2012 - 2017 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 four 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 Sophie and the Communications team, they are happy to help share them. 40.8 37.4 40.9 48.8 48.6 Here to help... Sophie Proffitt ICH Events & PR Manager 01904 695493 sophie.proffitt@bestwestern.co.uk 6 52.0 2017 LA/SF to provide explanation of 52 figure
- 5. The Future - New Signage The brand refresh enables us to clearly signal to customers and the media that we have changed as 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. 01 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 Jared Hodgson and Matt Ward are happy to help. Here to help... Matt Ward Quality Assurance Assessor 07967 173 969 matthew.ward@bestwestern.co.uk 9Best 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 695558 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 SF to provide website stats
- 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 GB hotel through Lynx in last 12 months Here to help... Katie Aconley Rewards Manager 01904 695568 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
- 8. The Future - 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 Beacon team are happy to help. Clare O’Brien Beacon Commercial Manager 01904 695541 clare.obrien@beaconpurchasing.co.uk Here to help... • Benefit from £1bn of F&B spend • Double-digit savings in pilot scheme • Better quality brands at lower costs • Buy Beacon invest in Best Western Best Western Oaklands Hall Hotel, Grimsby Best Western Plus Pinewood Hotel, Wilmslow
- 9. Happy to Help: 16 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: Gemma Sykes Senior Marketing Manager gemma.sykes@bestwestern.co.uk 01904 695 478 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: Richard Judge Head of Commercial Operations richard.judge@beaconpurchasing.co.uk 01904 695 441 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
- 10. 18 The Leadership Team: The Board: Rob Payne Chief Executive Officer Best Western GB and Beacon rob.payne@bestwestern.co.uk Paul Connelly Beacon Managing Director paul.connelly@beaconpurchasing.co.uk Tim Rumney Chairman Board buddy for: Richard McIlroy Board Member Board buddy for: Angela Burns Board Member Board buddy for: Garin Davies Board Member Board buddy for: Russell Imrie President Board buddy for: John Millican Board Member Board buddy for: Howard Darking Board Member Board buddy for: Jeremy Pick Board Member Board buddy for: Adrian Burrows Finance Director Best Western GB and Beacon adrian.burrows@interchangeandconsort.co.uk Les Asplen Managing Director of Best Western GB les.asplen@bestwestern.co.uk Sarah Fussey Director of Marketing Best Western GB and Beacon sarah.fussey@bestwestern.co.uk 18
- 11. www.bestwestern.co.uk We are similar,yet brilliantly different, individually strong but collectively stronger. SM®