New Best Western Australia website halves booking time
Best Western Australia is excited to launch its new look website – www.bestwestern.com.au which is easier, faster and offers more features to both consumers and individual hotels.
“The Internet is the largest and fastest growing distribution channel for our market. In May 2006 our online bookings showed a 41% growth compared to 2005,” says General Manager Marketing, Kimi Anderson.
“As part of a new online strategy for this year our website was re-designed and users can now more easily navigate around the site and quickly make bookings with 50% less clicks required than before.”
“We’ve also included a new photo gallery and revamped the ‘online guided tour’, as visual factors are important to consumers when selecting accommodation on the web.”
Each of Best Western’s 220 hotels across Australia have their own individual property website within the main site and the new website gives each hotel greater flexibility to expand their information and images and receive better reporting on the performance of their ‘microsite’.
Kimi added “We’ve also retained the features that have proven to be popular with consumers in the past such as Hot Deals, the Discovery Series and the Great Australian Drives, and consumers are now able to book complete packages, such as a wine or golf package on our website.”
Also coming soon are online street level maps that will pinpoint the exact location of Best Western hotels to consumers, providing them with specific diving directions and even regional weather information.
The new look is inline with new Best Western global website designs to ensure the World’s Largest Hotel Chain maintains a strong and consistent brand presence online, just as it does elsewhere.
The new website is just the first stage of a new online marketing strategy for Best Western Australia which also included the appointment of Clear Blue Day as their online agency.
Commenting on the new website Clear Blue Day said “This demonstrates Best Western’s commitment to using the web as an extremely targeted communications tool. Our aim now is to further increase dialogue with Best Western customers by bringing the benefits of staying at a Best Western hotel to them in a more targeted, content specific way.”
Graham Muldoon
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