BestWestern.com: from simple hotel listing service to global e-commerce platform
As Senior Manager of Digital Experience, I helped evolve BestWestern.com from a booking engine into a customer-centric digital platform. By establishing a UX Center of Excellence and implementing optimization strategies across web and mobile, the team under my leadership team delivered $14M in incremental revenue and enhanced experiences supporting more than $1.2B in annual online bookings through a complete redesign of the company website.
Early Internet Era (1995–2004)
Best Western launched its first online presence in 1995, providing information and photos for approximately 150 properties. At the time, this was groundbreaking for the hotel industry, which was still heavily reliant on travel agents and phone reservations.
By 2005, BestWestern.com was averaging $1 million per day in bookings, proving that digital channels were becoming central to the business.
Growth and Personalization (2005–14)
As online travel agencies like Expedia and Booking.com grew, Best Western invested heavily in its direct booking experience. The site evolved from a simple property directory into a full e-commerce platform featuring:
Loyalty program integration
Mobile optimization
Improved search and booking flows
International localization
Customer reviews
Promotions and packages
During this period, the company expanded globally and increased emphasis on direct digital channels.
Digital Transformation Era (2015–18)
This period coincided with the company's broader rebranding effort. In 2015, Best Western unveiled a modern master brand identity and began positioning itself as Best Western Hotels & Resorts rather than simply a hotel chain.
Website evolution during this time included:
Responsive design for mobile-first users
Streamlined booking experiences
Loyalty member personalization
Enhanced content and imagery
Brand architecture supporting multiple brands
A/B testing and conversion optimization
Accessibility improvements
Digital Experience and Optimization (2015–18)
During my tenure as Senior Manager, Digital Experience, BestWestern.com underwent significant transformation.
I led a multidisciplinary UX and optimization team responsible for:
Establishing a UX Center of Excellence
You helped formalize user-centered design practices and introduced experimentation and optimization processes that made data-driven decision-making part of the culture.
Conversion Optimization
Through A/B testing and continuous improvement initiatives, your team generated approximately $14 million in incremental revenue.
Mobile and App Experiences
As Product Owner, I guided enhancements to:
Native mobile applications
Property websites
These efforts contributed to a digital ecosystem responsible for approximately $1.2 billion in annual online bookings.
Accessibility and Customer Experience
My work focused heavily on:
Improving booking flows
Enhancing usability
Supporting international users
Creating consistent experiences across devices
Establishing scalable design practices