BWH Hotels GB has unveiled GEMS – Great Experiences, Memorable Stays – a new portfolio of dynamic, experience-led packages designed to keep its hotels aligned with the fastest‑growing trends in travel.
The launch is a strategic response to shifting guest behaviour highlighted in a recent BW Rewards survey, which shows a clear move away from room‑only bookings toward value‑driven stays that combine accommodation with curated, meaningful experiences. Travellers are increasingly prioritising convenience, personalisation and perceived value, with more than 70% of respondents stating that experiences are now a primary factor in their accommodation choices.
By introducing GEMS, BWH Hotels GB is equipping its UK portfolio with a flexible, scalable framework that enables hotels to package rooms with relevant local experiences while maintaining dynamic pricing. This approach not only meets rising consumer demand but positions member hotels to compete more effectively in a market where experiential travel is becoming a key differentiator.
GEMS packages tap into major demand drivers, including:
Golf and leisure short breaks
Spa and wellness escapes
City discovery and attraction‑led stays
Outdoor and activity‑focused adventures
The model is designed to strengthen conversion, elevate perceived value and encourage longer stays—while giving each hotel the freedom to showcase its individuality and local character.
Chris Bowling, Head of Consumer and Digital Marketing at BWH Hotels GB, said: “Packages are a strategic priority for us because they do two things exceptionally well: they convert interest into bookings and they elevate the guest experience. In today’s competitive landscape, offering a room isn’t enough—we need to deliver stays that guests actively seek out. By pairing accommodation with curated experiences, we’re not only meeting demand but driving longer stays and stronger commercial outcomes for our hotels.”
From a Championship Golf Getaway at Best Western Plus Kenwick Park Hotel, to a City Sleuths: Oxford Adventure Break at Linton Lodge Hotel, BW Signature Collection by Best Western, to a Sip & Spa escape at Best Western Hotel de Havelet, the GEMS collection gives travellers compelling reasons to choose BWH Hotels over alternative options.
The introduction of GEMS forms a core part of BWH Hotels’ wider strategy to support member hotels through experience‑led retailing in 2026—ensuring properties stay ahead of consumer expectations while maximising revenue opportunities.
Explore the new GEMS packages at: https://www.bestwestern.co.uk/hotel-packages/