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Authentic and hyper-local experiences are the “key battlegrounds” for hoteliers in 2026 rather than price, according to BWH Hotels GB conference attendees.
The annual event concluded that high-value guest experiences and local contacts are the differentiators independent hotels need to combat a challenging economic reality.
This strategic shift away from price-driven competition comes at a pivotal moment for the sector. More than 200 hotel owners and industry experts attended the event.
The two-day conference featured insights from UKHospitality deputy chief executive Allen Simpson and Visit Britain chief executive Patricia Yates.
Speakers highlighted that modern travellers prioritise a human touch and authenticity over polished, generic luxury. BWH Hotels GB is now focusing on its GEMS initiative.
The programme, which stands for Great Escapes, Memorable Stays, alongside new artificial intelligence solutions, aims to help members connect guests to local guides and artisanal dining.
Chief executive of BWH Hotels GB Tim Rumney said: “Our journey forward as independent hoteliers is defined by three pillars: brand contribution, scale, and – most critically – quality.
“This conference has shown that our members are ready to lead. By focusing on excellence and the unique value of the guest experience rather than just the price of a room, we are building a more resilient and successful network for the future.”
Authentic and hyper-local experiences are the “key battlegrounds” for hoteliers in 2026 rather than price, according to BWH Hotels GB conference attendees.
The annual event concluded that high-value guest experiences and local contacts are the differentiators independent hotels need to combat a challenging economic reality.
This strategic shift away from price-driven competition comes at a pivotal moment for the sector. More than 200 hotel owners and industry experts attended the event.
The two-day conference featured insights from UKHospitality deputy chief executive Allen Simpson and Visit Britain chief executive Patricia Yates.
Speakers highlighted that modern travellers prioritise a human touch and authenticity over polished, generic luxury. BWH Hotels GB is now focusing on its GEMS initiative.
The programme, which stands for Great Escapes, Memorable Stays, alongside new artificial intelligence solutions, aims to help members connect guests to local guides and artisanal dining.
Chief executive of BWH Hotels GB Tim Rumney said: “Our journey forward as independent hoteliers is defined by three pillars: brand contribution, scale, and – most critically – quality.
“This conference has shown that our members are ready to lead. By focusing on excellence and the unique value of the guest experience rather than just the price of a room, we are building a more resilient and successful network for the future.”
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It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making
The point of using Lorem Ipsum is that it has a more-or-less normal distribution of letters, as opposed to using ‘Content here, content here’, making it look like readable English. Many desktop publishing packages and web page editors now use Lorem Ipsum as their default model text, and a search for ‘lorem ipsum’ will uncover many web sites still in their infancy.
It is a long established fact that a reader will be distracted by the readable content of a page when looking at its layout. The point of using Lorem Ipsum is that it has a more-or-less normal distribution
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