SUCCESSFUL ONLINE MARKETING
Responsive website, newsletter marketing, social media activities – Best Western knows how to be successful in internet presence and online marketing: The study “Benchmarks of Internet Use 2020” awards the group’s strategies a top position in the current ranking in Germany, Austria and Switzerland.
Best Western knows how to do online marketing and has success with its web and social media activities: This is confirmed by the current study “Benchmarks of Internet Use 2020”, which the Association of the Internet Industry in Cologne, Germany, conducted together with the consulting firm absolute Dr. Schwarz Consulting, Waghäusel. In total, the online activities and internet presence of 5,036 companies in Germany, Austria, and Switzerland were analyzed. Best Western ranked top within the best companies in the “Hotel” category. The group of independent hotels achieved a total of 93.7 percent of the maximum score, while the industry average is 79 percent. On the basis of 18 criteria, among other things, the visibility in search engines, as well as loading time of the website or its mobile app, were examined. In addition, the companies’ social media channels were checked and the extent to which paid advertisements was booked. In addition, it was assessed how secure the examined companies are from cyber attacks and how secure login processes and newsletter registration options are.
Responsive, informative and interactive: Online presence Best Western
The BWH Hotel Group Central Europe, headquartered in Eschborn, Germany, manages a total of around 300 hotels and 18 hotel brands, including the Best Western Brands, in the ten countries Austria, Czech Republic, Croatia, Germany, Hungary, Liechtenstein, Luxembourg, Slovakia, Slovenia, and Switzerland. Digitization and online marketing have been a top priority for the company for many years. Thus the entire internet presence is responsively designed: Navigation, pictures, and texts always adapt automatically on all end devices and are thus clearly and optimally represented. In the course of the Corona crisis, important information for guests have been adapted.
There is, among others, a protected login and information area for participants in Best Western Rewards, the worldwide customer loyalty program with over 40 million members. The newsletter management is tailored to different target groups such as Rewards members, leisure or group travelers as well as business and events. The BWH Hotel Group Central Europe also has more than 90,000 fans on Facebook with its Best Western brand and others on Twitter, Instagram, Pinterest, Xing, LinkedIn and YouTube. The regular social media activities include travel tips, competitions and current special information on hygiene and safety standards in the group’s hotels. All innovations and projects in the online area are always in line with the long-term strategy of BWH Hotel Group Central Europe to consistently strengthen sales via its own channels.