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BWH Hotels GB has officially launched a new loyalty rewards scheme aimed at corporate bookers, as planners face reduced event volumes and increased pressure on budgets.
The programme, called Planners Advantage, extends the global BW Rewards scheme to cover meetings and events for the first time. It offers organisers up to 30,000 points per booking, which can be redeemed on free night stays, retail vouchers, charity donations and other rewards.
The launch follows data from 2024 showing a 4% year-on-year drop in request for proposal volumes. Despite fewer bookings, organisers are managing higher expectations and costs.
The scheme is open to bookings including corporate conferences, executive meetings, sports team travel and group leisure stays across all BWH Hotels brands, such as Best Western and WorldHotels.
Nicola Wood, head of sales at BWH Hotels GB, said: “We know corporate bookers and event managers are currently working in a challenging market with smaller teams, increased costs and higher expectations. They’re doing more with less and they deserve to be recognised for their efforts.
“Planners Advantage is our way of recognising their influence and value, streamlining the booking process and giving something back in the form of usable rewards.”
The Weston Hall Hotel, Sure Hotel Collection by Best Western, was the first to take a booking through the new scheme. The conference, booked by Procter and Gamble, was worth £2,100.
Ian Bednall, general manager at the Weston Hall Hotel, added: “This scheme is a win for both planners and hoteliers. We know how much thought goes into choosing the right venue and anything that makes that process easier and more rewarding is a positive step.
“For us as an independent hotel, Planners Advantage helps us build stronger, longer-term relationships with bookers, especially in a market where loyalty is increasingly hard-won.”
The programme was showcased to attendees at the Meetings Show at London ExCel on 25 and 26 June.
BWH Hotels GB represents more than 230 independently owned properties across the UK.
