Published on
August 8, 2025 |
Best Loved Hotels®, a curated soft brand representing distinctive boutique and upscale independent hotels, has recorded a 14.3% increase in reservations for its members over the past year. The growth reflects a steady rise in both room nights booked and revenue generated through its network. The brand focuses on the leisure and travel agency markets, offering its members enhanced visibility, direct booking opportunities, and tailored marketing designed to attract high-value travellers.
This expansion has strengthened Best Loved Hotels’ presence in multiple key destinations. Recent new members include properties in Austria, Canada, Mexico, the Netherlands, New Zealand, Portugal, and the United Kingdom. Among the notable additions is The Pig Hotels, a well-known group of eight countryside properties in the UK that are celebrated for their distinctive style, focus on sustainability, and strong sense of local character.
Driving Direct Engagement and Repeat Bookings
Best Loved Hotels works closely with its members to create promotions that drive direct bookings rather than relying solely on third-party booking platforms. The strategy includes seasonal packages, themed getaways, and exclusive rate offers that appeal to both leisure travellers and travel agency partners. By creating tailored marketing campaigns, the brand helps independent hotels, hotel groups, aparthotels, and apartments reach affluent leisure and corporate travellers worldwide.
Through these campaigns, member properties benefit from sustained engagement with previous guests, as well as targeted outreach to new audiences. The approach not only increases occupancy rates but also builds brand loyalty for individual hotels.
High-End Partnerships Enhance Market Reach
The brand’s partnerships with premium leisure and travel service providers further boost member visibility. These collaborations help hotels access new guest segments and position themselves in front of travellers who value unique experiences and high standards of service. The partnerships are also designed to align with the distinct character of each property, ensuring that marketing efforts feel authentic and relevant.
Upgraded Website Improves Booking Conversions
A significant driver of the recent growth has been investment in the brand’s central consumer website. The platform has been redesigned to offer an improved user experience that makes it easier for travellers to find and book their ideal property. Enhanced map functionality now includes interactive geo-filters, allowing users to refine searches based on preferred locations.
In addition, newly introduced widgets display custom rates, highlight location details, and provide immediate access to booking information, reducing the number of steps required to confirm a reservation. The site’s design encourages direct bookings, which not only benefit hotels financially but also allow them to build a stronger relationship with their guests.
Seasonal Offers and Storytelling Content
To keep travellers engaged, the website now features seasonal and niche offers that are prominently displayed for browsing visitors. These curated deals are designed to inspire trips during different times of the year and cater to various traveller interests, from romantic getaways to adventure-focused breaks.
Another enhancement is the integration of destination-focused blogs and curated hotel lists. These articles use storytelling to highlight local attractions, cultural experiences, and unique property features. This approach positions member hotels as part of a broader travel experience rather than just a place to stay. As a result, potential guests can better envision their trip and are more likely to complete a booking.
Expanding Membership Across Global Markets
The addition of new properties in Austria, Canada, Mexico, the Netherlands, New Zealand, Portugal, and the United Kingdom represents a significant step in the brand’s expansion strategy. Each new member brings its own distinctive character, helping to diversify the portfolio and attract travellers with varied tastes.
The Pig Hotels’ entry into the collection is especially notable. This UK-based group has built a reputation for high-quality hospitality, locally sourced dining, and an immersive countryside experience. Its inclusion strengthens Best Loved Hotels’ position in the UK market and adds to the collection’s appeal for travellers seeking authentic and memorable stays.
Commitment to Innovation and Growth
Best Loved Hotels continues to invest in digital tools, partnerships, and promotional campaigns that support its members’ business goals. The brand’s focus on innovation ensures that its marketing remains relevant and impactful in a competitive global travel market. By combining technology upgrades with creative promotional strategies, it provides independent hotels and groups with resources normally reserved for larger hospitality chains.
The recent 14.3% growth in reservations demonstrates that the strategy is working. Member properties not only gain increased visibility but also benefit from high-value bookings that contribute to long-term profitability. With additional member announcements expected in the near future, the brand is set to further strengthen its position in both established and emerging travel markets.
Image: HotelREZ Hotels & Resorts
