Best Western GB has launched a new groups charter promising to offer group tourists a standardised, enhanced customer service offering.
One hundred and 25 hotels have signed the charter promising to offer a particular service from arrival to check-out including no single supplements and an enhanced meal offering.
Explaining the launch, Mark Smith, director of leisure and travel trade sales from Best Western told Travel Daily: “Some chains perceive groups as cheap business but don’t look after them as well as they should. This 13-point charter makes sure groups, whether leisure or corporate, enjoy their stay from start to finish and means we are a coach friendly operator.”
The hotel chain is taking an increased share in the groups market with the domestic business still the most dominant. It is benefiting from its hotels being spread across the country as operators look to offer standard accommodation during a trip.
Smith added that the company’s television adverts and increased trade show activity has helped spread awareness of the brand.
“People really know what Best Western is about now and that we have all these properties, such as mansions, stately homes and unusual hotels,” he explained. “Our name was known but often associated with the motel-style properties that are in the US, when in the UK we have a different offering.”