Case Study: Best Western achieves a personalised, direct-to-consumer guest experience with iAdvize

How Best Western® Hotels & Resorts are developing a unique experience on their website thanks to conversation

Best Western® Hotels & Resorts France — part of a global group of 4,700 independent hotels with around 300 properties in France — needed to deliver hyperpersonalised, memorable stays while reducing its dependence on OTAs. The brand’s challenge was twofold: appeal to experience‑seeking travellers through tailored service across the customer journey, and grow direct bookings in a market where third‑party sites dominate.

To do that Best Western partnered with iAdvize (November 2018) to deploy a bot + human conversational platform across the site and app, later adopting asynchronous messaging (beta April 2019) to capture out‑of‑hours contacts. The approach boosted engagement (x1.8 chat conversations), cut support emails by 36%, handled 16% more requests, and delivered strong satisfaction — a 77% average CSAT with near‑identical scores for live and asynchronous conversations.

Best Western

Virginie Barboux

Deputy General Director in charge of Communication, Digital and Customer Experience