The hotel group said total UK sales were up 27 per cent in the first two weeks of January 2014 compared to the same period last year, while online sales were up 31 per cent year-on-year.
Best Western said the performance of the 275 hotels under its brand indicated that that ‘confidence is slowly returning’ to the UK economy. However, it added that online sales growth was boosted by TV advertising and the launch of its January sale.
"At Best Western GB we believe that our online sales growth is testament to the quality of our member hotels and to our continued marketing of the brand to people wanting to book individual and interesting hotels," said Tim Wade, Best Western GB director of marketing and e-commerce.
Membership growth
Best Western has also reported growth in its membership, and said it received a ‘record number’ of applications to join its brand last year.
Brand development director, Christine Jones said the group anticipated further growth in the remainder of the year, and had plans to add a further 25 upper three or four star hotels in 2014.
Wade added that digital bookings should grow further as the leisure and corporate markets continue their recovery. “We look forward to a successful 2014 as we continue to grow not only our sales, but also our membership,” he said.
Brand influence
Last month, Best Western was listed as the highest mid market hotel group in the You Gov Brand Index, with the group increasing 91 per cent amongst ABC1 adults over the age of 35.
The hotel group, which was founded in 1946, offers member hotels support on sales, marketing and distribution, including online, mobile and social media booking capabilities.