Best Western Great Britain has seen a 900% surge in website visits and a 125% increase in hotels wanting to join the brand since the transmission of episode 1 of the Channel 4 entertainment series, A Very British Hotel Chain: Inside Best Western.
The three-part docu-series filmed over a 15-month period before the outbreak of Covid-19, first aired last week with episode 2 broadcast last night and the final instalment going out on June 2.
Paterson says: “Just half an hour into the programme our website was lighting up and didn’t stop all evening. Web traffic after episode one exceeded the levels we had on our site at the same period last year when the world was open, hotels were open and no-one had heard of Covid-19.
“Not only that, we had our biggest day for bookings since lockdown started two months ago and emailed enquiries to join Best Western were up 125% on the whole of 2019, in just 72 hours. It’s been quite an experience.
“We wanted to be a part of a show that wasn’t boring or corporate, one that showed that hospitality is an amazing, fun industry to work in.
“Hospitality has always been about people and experiences and I hope the passion we have for our industry, our hotels and our people comes across in the remaining episodes of programme.”
Episode 1 of A Very British Hotel Chain had an average audience share of 1.2 million.