Best Western
Driving 10,000+ corporate card subscriptions and £820,000 in new annual revenue for an exclusive B2B accommodation programme, through targeted email, paid media and vertical aggregator partnerships.
Headline Results
The Client
Best Western is one of the UK's best-known accommodation brands, operating a network of independently owned hotels in some of the most useful business and leisure locations across the country. Alongside its consumer offering, Best Western runs a substantial B2B operation supporting corporate travel, events and ongoing business stays for organisations of every size.
They engaged Digiconomy to design and deliver a strategy that would promote the trial of an exclusive corporate card, giving business owners a simple way to provide their staff with easy access to Best Western's B2B accommodation and facilities across the network.
We delivered a multi-channel B2B acquisition programme combining targeted email, paid advertising and display partnerships with a curated set of vertical aggregators. Over the twelve-month project, the programme drove more than 10,000 corporate card subscriptions, worth an estimated £820,000 in new annual revenue to the business.
To support visibility for the programme beyond the paid acquisition window, we structured the corporate card landing pages around the questions business owners and travel managers actually ask when evaluating staff accommodation solutions, with clear entity content, comparison tables and schema markup that now supports visibility in Google AI Overviews and conversational AI search.
The Objectives
Clear commercial goals built around launching a new B2B subscription product into a competitive corporate travel market.
Profitable Subscription Growth
- Drive high-volume trial subscriptions to the corporate card programme within a defined twelve-month launch window.
- Convert subscriptions into measurable annual revenue for the wider Best Western B2B operation.
Targeted B2B Reach
- Reach UK business owners and travel decision-makers through channels and partners aligned to genuine corporate travel intent.
- Build acquisition infrastructure capable of supporting the programme well beyond the initial launch period.
The Strategy
A multi-channel B2B subscription strategy designed to reach business decision-makers wherever they research staff accommodation, supported by content built for both human and machine readers.
Audience-First B2B Targeting
Build an addressable audience of UK business owners and travel managers using job-title, company size and B2B intent signals across email and paid platforms. Spend was concentrated against organisations with realistic corporate travel demand, rather than broad business audiences with little likelihood of activation.
Vertical Aggregator Partnerships
Identify and negotiate display partnerships with vertical aggregators serving relevant corporate travel, business resources and SME audiences. These partnerships placed the corporate card offer in front of decision-makers at the moment they were already researching accommodation and supplier solutions.
Conversion and Answer-Engine-Optimised Content
Build corporate card landing pages around the real questions business owners ask when evaluating staff accommodation programmes, including coverage, billing, savings and supplier comparison. Schema markup and structured entity content positioned the programme for visibility in both traditional search and AI answer engines such as Google AI Overviews, ChatGPT and Perplexity.
The Campaign
Multi-channel B2B execution combining targeted email, paid advertising, vertical display partnerships and AEO-aligned landing page architecture.
B2B Email Acquisition
Targeted email programmes to UK business owner and travel manager audiences, with sequenced creative testing the corporate card's strongest propositions including network coverage, billing simplicity and staff convenience. The highest-performing messaging was promoted into broader cohorts as the campaign matured.
Paid Advertising Across Search and Social
Paid search and social campaigns captured active research demand around corporate travel, staff accommodation and business expense solutions. Audiences were refined throughout the project against subscription conversion data, focusing spend on the segments most likely to activate.
Vertical Aggregator Display Partnerships
Display partnerships were negotiated with a curated set of vertical aggregators serving corporate travel, business resources and SME decision-maker audiences. These placements delivered the corporate card offer in genuinely relevant editorial contexts, lifting both engagement and conversion rates against standard programmatic display.
AEO-Aligned Subscription Landing Pages
Corporate card landing pages were rebuilt around real B2B research questions, with clear entity content, comparison tables and schema markup. The same content that supported paid conversion now surfaces the programme in AI-generated answers when business owners research staff accommodation and corporate travel solutions.
The Outcome
Corporate subscriptions
New annual revenue
Programme launch to scale
Over the twelve-month engagement, the combined strategy generated more than 10,000 corporate card subscriptions and an estimated £820,000 in new annual revenue for the Best Western B2B operation. The acquisition infrastructure, vertical aggregator relationships and AEO-aligned landing page content built during the project continue to support the programme's growth, providing Best Western with a durable B2B subscription engine across both traditional and AI-generated search channels.
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