BWH Hotels GB’s annual conference SMRDC Fest 2025 shared insights for independent hoteliers to drive profitability and strengthen commercial performance.
BWH Hotels is the largest group of independent hotels in GB and its annual sales, marketing, revenue and distribution conference (SMRDC) aims to provide hotelier members with the insights and tools required for commercial success in the digital age.
Member hotels affiliated with BWH Hotels GB are independently owned and operated, supported by the group’s dedicated sales, marketing and revenue teams with access to technology partner platforms and global rewards programme. The event was hosted at the East Midlands Conference Centre in Nottingham with more than 200 delegates, hoteliers and partners.
Speaking at the event, Tim Rumney, CEO of BWH Hotels GB, said: “We have a stringent set of quality metrics and approach to quality within the brand. It’s important to us that even though our hotels are very diverse and unique that we have not a ‘cookie cutter’ approach to quality but a consistent level of quality that the customer will recognise.
“We’re proud that our hotels are independently owned and operated, that is our history.”
A practical workshop delivered by Replacer, BWH’s newest sustainability partner, offered hands-on demonstrations of how procurement decisions can impact the bottom line. By inputting data on current item usage such as product type, size, annual quantities and cost per item, Replacer’s technology will suggest vetted suppliers, optimal purchase quantities, projected cost-savings, and reductions in wastage.
Alongside operational insights, speakers underscored that long-term success rests on both people and bold decision-making.
George Kurth, resident manager at The Bryant Park Hotel in New York City said: “The best way to reach your guest is through your team. Invest in their training and make them feel invested in.” Keynote speaker James Peach added that “the biggest risk to any business is not taking risks at all” and encouraged hoteliers to remain agile and embrace innovation.
Key trends highlighted include the shift towards creative spaces and experiential packages. For instance, Lynsey Queen from Mews shared that 63 per cent of consumers would pay more for a personalised, customised experience. Combine this with AI driven pricing strategies, hoteliers could see an uplift of 35 per cent on RevPAR and 37 per cent on ADR.
Adding a practical example, BWH commercial director Jim Muir noted that through the group’s Rent a Revenue Manager (RRM) programme, an average hotel of 50 bedrooms has achieved a three-point increase in revenue generation index – equivalent to around £40,000 per hotel. The unification of the group’s two loyalty programs, scheduled for Q4 2026, is expected to further boost revenue due to active reward members being significantly more likely to return or book across multiple hotels.
Earlier this summer, BWH overhauled its website which has resulted in faster load times and simplified booking flows. The launch of a new campaign next year – Great Escapes, Memorable Stays (GEMs) – will tap into the trend of experiential travel, allowing hotelier members to curate and showcase overnight packages with dynamic marketing materials such as embedded pictures and videos.
BWH can also support its hoteliers with sourcing and arranging professionally shot footage captured from influencer campaigns. Via the group’s Aspire platform, social media executive Abigail Stephenson has led successful partnerships with Jonathan Harris (Yorkshire Food Guide) and Kate Kinson (NCC Group), helping to drive visibility, engagement, and the intent to book. With AI shaping search and discovery, moderator Eloise Hanson urged hoteliers to keep all online channels – website, social feeds, reviews – descriptive and content-rich.
Overall, through case studies, workshops, and presentations, the event demonstrated how independent hoteliers can leverage strategic support to enhance operations, strengthen commercial performance, and remain competitive while driving sustainable growth.
