With the travel industry still struggling to adapt to the changes in customer behaviour brought about by the internet, a major franchise hotel group has now told customers to book direct and bypass agents.
As if the emergence of sites such as Airbnb and the constant efforts of airlines to encourage passengers to take a DIY approach wasn't enough, Best Western Great Britain’s new campaign could change the way even more people book their breaks and holidays.
As international travellers get more used to booking their own flights and hotels direct with the providers, Best Western are launching a national UK marketing drive aimed at encouraging customers looking for a staycation to do the same.
The 'Better Book Direct' campaign from the franchise hotel group is designed to let customers know they can get the lowest prices in the market by booking directly via its website, by using the company's call centre or directly contacting the hotels.
Reward loyal customers
Sarah Fussey, Director of marketing at Best Western said: “HSBC's recent report on the Anatomy of the Consumer states that 51% of people asked say they think booking through an online travel agent presents them with the best deal.
“What's frustrating is that that we know this is isn't the case and that's a perception that our Better Book Direct campaign is looking to break.”
Best Western is Great Britain's largest collection of independent hotels, and as part of its efforts to match products and services with customers, it has introduced new 'Rewards Rates' to give direct bookers discounted rates which are unavailable elsewhere in the market.
Customers who want to make bookings using the Rewards Rates will need to become Rewards members and they can then also earn points for rewards including free night stays.
If you’re thinking of travelling this year, be sure to organise your Travel Insurance in advance.
Date Created: 21/03/2017