Best Western Hotels & Resorts launched an all-new company website at BestWestern.com. As part of the company’s latest endeavor into optimizing and streamlining customer interactions across all digital channels, the reimagined site incorporates visual, interactive elements and responsively adapts to the screen size of the device a customer is using—whether that be a smartphone, tablet, laptop or desktop PC.
“For five consecutive years, BestWestern.com has won Dynatrace’s Best of the Web. That said, we knew that we needed to demonstrate agility with our digital presence in order to continue connecting with Today’s Travelers,” David Kong, Best Western Hotels & Resorts’ president and CEO, said in a statement. “Our team made the decision to start fresh, building a flexible new digital platform that would really resonate with our customers. We believe the new site will earn just as many if not more accolades as the last and that it will further position Best Western as an innovator as we progress through our 70th birthday year.”
The new BestWestern.com is designed to reduce the number of steps and clicks needed to complete a booking, and implements filters to help travelers find their desired hotel. The integration of new technology, such as Google’s Places API for mapping and nearby attractions, was also completed, and the process for modifying travel plans or canceling online has been streamlined.
“Over the last 13 months, Best Western has worked diligently to revitalize our customer serving technology,” said Greg Adams, Best Western Hotels and Resorts’ chief digital officer. “We are confident that our new brand website will enable us to engage with our guests in a more compelling, intuitive manner, delivering a superior customer experience along with increasing revenue for our hotel members.”
The launch of Best Western’s new brand website is part of an overall strategic investment into technology, one that is laying a foundation for future enhancements. Additional recent deliveries include more than 2,000 new individual property websites - one for every hotel in North America. A new mobile website and new apps have also been introduced, increasing revenue delivery three fold from mobile devices. Each of these channels aims to bring consumer-driven features to the forefront, with dynamic search functions and components such as an interactive map highlighting nearby attractions and points of interest.