BWH Hotels GB launches experience-led ‘GEMS’ packages
New dynamic packaging strategy to drive occupancy for hotel partners
BWH Hotels GB has launched GEMS - Great Experiences, Memorable Stays, a new range of dynamic, experience-led packages.
The launch follows a recent BWH Hotels Rewards survey, which indicates a growing preference for value-driven packages that bundle accommodation with curated experiences, rather than room-only bookings.
Insights from BWH Hotels’ latest consumer survey show that guests are increasingly motivated by experiential add-ons, convenience and perceived value when choosing where to stay.
Results from the survey highlight a clear appetite for packages that enhance the overall stay while simplifying the booking decision. More than 70% of respondents said that experiences were either the main driver or part of the mix in how they choose accommodation.
GEMS introduces a flexible, scalable packaging framework across BWH Hotels’ UK portfolio, allowing hotels to bundle rooms with relevant local experiences while maintaining dynamic pricing.
Packages available at launch span key demand drivers, including:
Golf and leisure-led short breaks
Spa and wellness stays
City discovery and attraction-based packages
Outdoor and activity-focused experiences
The model is designed to improve conversion, increase perceived value and encourage longer stays, while giving individual hotels greater scope to differentiate within their local markets.
Chris Bowling, Head of Consumer and Digital Marketing at BWH Hotels GB, said: “Packages are a key driver for us this year because they do two things exceptionally well: they convert interest into bookings and they elevate the guest experience. In a competitive market, we need to offer more than just a room - we need to deliver memorable stays that guests actively seek out. By bundling accommodation with curated experiences, we can encourage longer stays, which directly impacts revenue.
“Whether it’s a Championship Golf Getaway at Best Western Plus Kenwick Park Hotel, or a City Sleuths: Oxford Adventure Break at Linton Lodge Hotel, BW Signature Collection by Best Western to a Sip & Spa getaway at the Best Western Hotel de Havelet, , these packages give guests a reason to choose us over the alternatives.”
The GEMS launch forms part of BWH Hotels’ broader strategy to support member hotels in 2026 through experience-led retailing, helping properties respond to changing consumer expectations while maximising commercial return.
To learn more about the new packages visit HERE