Marketing dos and don’ts from Best Western

Rob Paterson, the CEO of Best Western Hotels & Resorts, is a frustrated man. “In the UK hotels run at 75% occupancy. That’s 25% empty. It costs about £10 to £15 to turn a room, but you still get revenue managers who will say I never go below hundred [pounds]. Why not? Even £17 pounds would be profitable! Something is missing here.”