Thanks to the group’s new ‘Rewards Rates’, bookers will be offered discounted rates unavailable anywhere else in the market. Sarah Fussey, Director of Marketing at Best Western Great Britain said: “HSBC’s recent report on the Anatomy of the Consumer states that 51% of people asked say they think booking through an Online Travel Agent presents them with the best deal. What’s frustrating is that that we know this is isn’t the case and that’s a perception that our Better Book Direct campaign is looking to break. We want to reward our most loyal customers with giving them the lowest prices. “As Great Britain’s largest collection of independent hotels, everything we do is focussed on making the product and service right for our customers, and this latest campaign will give customers the confidence to trust that we can offer them the lowest price in the market when they book direct.” Get the full story at Travel Daily UK