Best Western Hotels GB website redesign case study

Client

Best Western Hotels

Industry

Travel / Hospitality / Hotels

Website

bestwestern.co.uk

Best Western Hotels GB represents the largest portfolio of independent hotels in Great Britain. Despite strong brand recognition, their website had become a commercial liability.

The platform was slow, hard to update, and driving customers straight to Online Travel Agents because the booking experience was frustrating. They needed a complete platform overhaul that would increase usability, drive direct bookings, and future-proof the brand.

Delivering record-breaking growth.

Since launch, the new platform has transformed Best Western's digital performance and become the primary driver for direct revenue.

+20%

Year-on-year conversion rates & month-on-month growth driven by improved booking functionality.

+32%

Year-on-year online revenue in digital sales driven by the optimised booking flow.

+18%

Improved experience and SEO architecture increased visitor volume.

Experienced their most successful Black Friday sales event.

383 Group team members working in a meeting room in front of a digital screen and with post-it notes stuck to a wall.

“From the start, we needed a partner who could bring our vision to life. The team's structured approach kept our guests at the centre of every decision, helping us create a platform that meets today's needs and supports future growth. With them as our design partner, we're confident in delivering ongoing improvements and increasing direct bookings.”

A strategy for scalable conversion.

We built a clear strategic roadmap focused on two goals: creating a customer experience that meets modern traveller expectations and making the logged-in experience more valuable.

The plan was to fundamentally redesign the entire user journey, not just refresh the visuals. Our process was evidence-led and rigorous:

Discovery We used analytics data, stakeholder workshops, and user research to identify the biggest barriers to growth.

UX Design We redesigned core user journeys to increase conversion, restructuring site architecture and streamlining the booking flow.

Validation We tested high-fidelity prototypes with real travellers to ensure the new design would work commercially before any development started.

UI & Build We delivered a complete UI system and component library, so the Best Western team could launch new features quickly while keeping everything consistent.

The commercial outcome.

Conversion rates are up 20%, with continued month-on-month growth driven by improved booking functionality.

The new site powered the group's best-performing promotion on record, generating over £1 million in just four days. The platform also handled peak traffic to deliver the brand's highest ever single day of online revenue.

We built a commercial engine that's now delivering record returns.

Best Western Hotels

Driving 32% year-on-year digital growth.