Case Study: BWH Hotels improves guest satisfaction with Mursion simulation-based front line training

How Best Western Delivered Its Best Guest Experience Yet With Simulation

BWH Hotels, comprised of brands including Best Western Hotels & Resorts, faced a challenge in delivering consistent, excellent customer care across its global network. A key pain point identified through guest feedback was that front desk staff often lacked the confidence and tools to effectively resolve problems with frustrated travelers. To empower these employees, BWH Hotels partnered with Mursion to integrate live simulation training into its new "I Care" program.

Mursion's solution provided realistic practice through virtual simulations with emotionally responsive avatars. This allowed front desk staff to safely practice handling difficult guest interactions. The results were significant: participating hotels saw a 2-5% increase in guest satisfaction scores and a 5.1% jump in problem resolution. The program, which achieved a 97% satisfaction rate, also delivered an estimated $38,000 revenue gain per hotel, providing a notable return on investment for BWH Hotels.

BWH Hotels

Bruce Weinberg

VP of Operations