Best Western achieves highest sales growth following ad campaign
Best Western hotels has achieved its highest ever sales increase following the group’s first TV advertising campaign.
Launched as part of Best Western’s Hotels with Personality campaign, the TV ads, which featured a number of the group’s 280 properties and staff, were broadcast for three weeks in April.
As a result, Best Western saw year-on-year sales increase by 30 per cent, for the period April to June 2010 of 30 per cent, with bookings enquiries rising by 70 per cent.
Highest sales increase
The campaign generated over £1.2m in incremental sales during the period, a figure the group expects to increase over the summer.
David Clarke, CEO of Best Western said: “The Hotels with Personality campaign has had great resonance with our target audience and its impact has helped us achieve our highest sales increase in our 30 year history, delivering great value for our member hotels.
“The campaign also achieved its other goal of generating more enquiries from independent hoteliers keen to join the Best Western brand.”
Corporate business climbs
Best Western also saw an increase in corporate accommodation of 14 per cent, as well as a 24 per cent rise in conference bookings.
“The increase in the corporate sales figures show that companies are returning to spending on travel, and confidence is returning to the business sector,” Clarke added. “We think that people want a hotel with a bit more personality when they are looking for somewhere to stay and that a meeting room with more character and personal service can make a difference in choosing where to hold an important meeting.”
Sales for the group’s Best Business scheme, a corporate loyalty programme aimed at small to medium sized businesses, also rose by 120 per cent year-on-year.
The TV campaign, which was supported by marketing activity in other areas, highlighted the independence of each hotel and differentiated the group from 'formulaic chains offering generic hotel stays in the UK'.
