BWH Hotels GB has reported record trading across several parts of its business in 2025, with room revenue, meetings income and direct digital sales all rising in the year to date.
Britain’s largest group of independent hotels generated more than £140m in total room revenue through its channels so far this year – a 7% increase year on year – despite wider economic pressures.
Meetings and events income reached £4.5m, up 27% on the same period last year. The group said its venues desk improved its conversion rate by three percentage points, reflecting steady demand and the role of central commercial support for its independently owned properties.
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June saw the launch of a redesigned bestwestern.co.uk site, which the group said has become a major driver of direct bookings. Conversion rates are currently 20% higher year on year, with continued month-on-month growth.
An early Black Friday promotion, which ran from 7–10 November, produced the group’s highest-grossing campaign to date. The offer generated more than £1m for hotels in four days, including the highest single trading day recorded on the site.
Email marketing also expanded during 2025. The Great Britain database grew by 13% year on year, while email-driven revenue rose to more than £2m. BWH Hotels GB said the launch of its influencer marketing programme has helped extend its reach, delivering more than six million impressions since starting.
The global BW Rewards loyalty scheme saw membership rise to 63.4 million worldwide, including 2.7 million members in Great Britain. GB Rewards revenue reached £58.6m year to date – a 16% increase on last year.
Portfolio expansion remained strong, with 18 hotels joining BWH Hotels GB during 2025 across Best Western, BW Signature Collection, SureStay Studio and WorldHotels Crafted Collections.
Brand development director Robert Alley said the year had been “transformative” for the group and its independent hotels.
He said: “We have delivered strong commercial growth, accelerated our digital performance, and welcomed a diverse range of new properties into the portfolio. We continue to show that independent hotels can rely on us to provide the support while they provide the individuality.
“These results are a testament to the strength of our brands and the commitment of our hotel teams. We enter 2026 with real momentum and a robust platform for continued success.”
