TV campaign boosts Best Western figures

Sales figures for Best Western hotels have been boosted by nearly 30% following the company's first television advertising campaign in the spring.

Calls to the reservations team are also up by 70% and the sales figures for Best Business, aimed at small to medium sized businesses which book accommodation or meeting rooms, have risen by 120%.

The "Hotels with Personality" television advertising campaign was launched in mid-April and ran for three weeks. It focused on the fact that Best Western is made up of more than 270 independently-owned hotels across the UK, each offering an individual experience.

The TV campaign was part of a wider marketing strategy which included direct mail, PR, social media, and online and press advertising.

Chief executive of Best Western, David Clarke, said that the campaign had been highly successful and ensured that Best Western was a group that stood out from its competitors.

"The increase in the corporate sales figures are very reassuring as it shows that companies are returning to spending on travel," said Clarke. "This shows confidence is returning to the business sector. We think that people are looking for somewhere 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."

Best Western has also commissioned some independent research into why British holidaymakers choose to holiday in the UK and, as a result, believes the staycation is gaining momentum.

According to the research, 56% of Britons will be holidaying in the UK this year, with 55% choosing to do so for financial reasons and 40% saying that UK breaks are less stressful than travelling abroad.

Best Western rebrand puts emphasis on individuality >>

Best Western benefits from continuing staycations >>

A Minute on the Clock - David Clarke >>

By Janet Harmer

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