Corporate Profiling

PR & Reputation Management Company

Spearheading change: BWH Hotels GB finds its industry voice

introduction

BWH Hotels GB operates in a highly competitive and rapidly changing hospitality market, where independent hoteliers face mounting economic pressures and instability. Against this backdrop, the brand needed to strengthen its visibility, reinforce its value proposition and build trust with both prospective partners and existing stakeholders.

Our brief was to elevate BWH Hotels GB’s brand visibility and reputation as a champion of independent hotels – driving awareness, credibility and ultimately commercial growth among independent hoteliers.

the challenge

There was an opportunity - but also a risk - in stepping forward as an outspoken industry voice. The challenge was to do so with authority, consistency and relevance.

The hospitality sector was navigating a period of sustained uncertainty, with policy changes, rising costs and uneven government support placing independent hoteliers under serious strain. BWH Hotels GB needed to cut through a crowded media landscape, reshaping legacy perceptions and positioning itself as a credible, forward-thinking multi-brand portfolio.

At the same time, the brand had ambitious communications targets, including consistent tier one coverage, national visibility and measurable digital impact.

Critically, there was an opportunity – but also a risk – in stepping forward as an outspoken industry voice. The challenge was to do so with authority, consistency and relevance, ensuring commentary was both impactful and commercially aligned.

Talk to us

the approach

We implemented a disciplined earned media strategy, combining proactive storytelling with reactive commentary.

A key strategic shift was positioning BWH Hotels GB as a confident, crusading voice for the sector – leveraging senior leadership to bring authenticity and authority to our coverage.

This approach delivered standout results:

Front page coverage in the Financial Times featuring Russell Imrie, President of BWH Hotels GB, addressing the disparity in business rates relief between publicans and hoteliers
High-profile TV and radio interviews for both Russell and BWH Hotels GB’s CEO Tim Rumney including BBC Breakfast, ITV News and Times Radio. Additional tier 1 national and trade coverage was secured across GB News, The Caterer and the Daily Express, featuring reaction to the UK Budget, VAT policy and the proposed Tourist Tax
Consistent overdelivery against KPIs, exceeding coverage targets by 168% (for 2025)
Strong tier one media penetration, with regular commentary opportunities and inbound journalist engagement

See our travel expertise

results with impact

Web traffic up 30%

Visits to the joinbwh website increased by 30% year-on-year.

Growing digital visibility

Consistent high-quality backlinks supporting SEO and lead generation.

Impacting acquisition and retention

Strengthened credibility among target audiences, supporting partner acquisition and retention.

impact

BWH Hotels GB is now firmly established as a trusted, high-profile voice representing independent hoteliers in the UK.

The brand has shifted from participant to leader in industry conversations, with media increasingly seeking out its perspective on key issues. This sustained visibility has reinforced its positioning as an owner-first, reinvestment-led organisation with a clear point of difference in the market.

Ultimately, BWH Hotels GB has not only increased its share of voice – but reshaped it – emerging as a bold, authoritative advocate for the sector during one of its most challenging periods.

Ready for success? Let's hear your brief

results with impact

Web traffic up 30%

Growing digital visibility

Impacting acquisition and retention

Sign up for our ingenious newsletters

Our Awards

Sign up for our
ingenious newsletters