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BWH Hotels GB has launched the Design Excellence Programme, a scheme created to help its independent hotel partners improve guest experience and reinforce their competitiveness via strategic and affordable design enhancements.
The initiative will offer practical advice to the 230+ independent properties within the group on how to better parts of their hotel most crucial to guest experiences, including front-of-house spaces, corridors, guest bedrooms as well as exteriors.
The hotel network said the project shows how minor changes in lighting, space layout, signage and bedroom comfort can result in “meaningful uplift” without significant costs, for instance through statement headboards and local artwork.
The company said every participating property will receive a personalised design report outlining short-term priorities and longer-term goals for enhancement.
Recommendations will be based on guest feedback, online reviews and expert consultation from the firm’s design team.
BWH Hotels GB said the programme forms part of its wider global Design Excellence framework.
Robert Alley, brand development director at BWH Hotels GB, said: “GB hoteliers are operating in an increasingly challenging environment, with rising costs and growing expectations from guests. At the same time, online reviews have never been more influential in shaping booking decisions.
“The Design Excellence Programme is about helping our hotels make smart, targeted improvements that elevate the guest experience without requiring significant capital investment.”
Alley added: “Design is often seen as expensive and difficult to prioritise, particularly for independent hotels balancing commercial pressures. In reality, great design is as much about how a space works as how it looks. We know that thoughtful small improvements can meaningfully enhance the guest experience without major investment, supporting better reviews and loyalty.”
