BWH Hotels GB launches new website to reduce reliance on OTAs

BWH Hotels GB has overhauled its digital platform in a move aimed at boosting direct bookings and reducing reliance on online travel agencies (OTAs) across its network of more than 230 independent UK hotels.

The newly launched website, which features faster load times and a simplified booking process, forms part of the group’s long-term strategy to improve digital infrastructure. The redesign includes upgraded content management tools, improved imagery and future plans to integrate artificial intelligence (AI).

BWH said the upgrade follows several years of development and testing, with the new cloud-based platform designed to enhance the user experience while supporting operational efficiency for hotel teams.

Chris Bowling, head of digital and consumer marketing at BWH Hotels GB, said: “The launch of this new website will provide independent hoteliers with the tools they need to compete with the big players, for advanced tech without the complexity. Our team is here to make sure the tech works for our hoteliers, not the other way around.

“We are of course invested in helping our members thrive – by taking the pressure off them and providing ongoing expertise that makes their digital presence stronger, more streamlined and ultimately more profitable.”

BWH Hotels GB expects the redesign to increase conversion rates, drive more organic traffic and reduce OTA commissions.

Angela Burns, chief executive of Webb Hotel Group and owner of three BWH properties including Moor Hall Hotel and Spa in Sutton Coldfield, added: “It’s great to see BWH focusing on solutions that not only boost our direct bookings and reduce our reliance on OTAs, but also deliver what our guests actually care about.

“As a hotel, images are key, but large files can slow down website speeds. This new website launch from BWH provides us with a central hub that lets our properties shine without compromising loading speeds.”