Driving Cost Effective Growth for Best Western GB

Client: Best Western GB

Best Western GB has over 250 independently owned and managed hotels throughout Great Britain. Whether customers are looking for coastal charm, a rural retreat or city chic, Best Western GB has a perfectly placed hotel for their needs.

The travel and hospitality industries were ground to a halt amidst the global pandemic; forced lockdowns and travel restrictions resulted in revenue shortfalls and declining consumer confidence. Best Western GB faced budget cuts across digital and traditional marketing, including affiliates, following a post-pandemic rebrand. To generate incremental revenue and target new audiences, Best Western GB looked to AP for help increasing revenue via the affiliate channel compared to pre-pandemic performance, with a reduced affiliate budget and no tenancy budget. AP and Awin, the global affiliate marketing platform and trusted AP partner, collaborated to help Best Western GB achieve the following goals: - Generate over £1.3 million in revenue via the affiliate channel - Achieve an average CPA of less than 8% - Attain an average ROAS increase of 1000% The strategy focused on the following areas: Partner Activation and Optimisation - Launching CPAi only opportunities, to drive cost-effective business growth. Recruitment - Introducing new partners to aid growth and target a younger demographic. Increase Brand Awareness - Leverage the re-brand to increase brand awareness through partners. Acceleration Partners and Awin worked together through industry-leading programme management and technology to exceed the client's goals and drive significant growth, surpassing all objectives.