Spotlight On: BWH Hotels

If you’re not rewarding the planner, you’re missing the point(s)

Ahead of The Meetings Show, Nicola Wood-Hill, Head of Sales at BWH Hotels GB, challenges the industry’s long-standing approach to loyalty. With fewer events, larger groups and higher stakes, she argues that the real influence now sits with planners – and it’s time venues started recognising that. Discover why rewarding planners isn’t just a perk; it’s a commercial strategy. Join the conversation and meet with BWH Hotels, GB’s largest collection of independently owned hotels, at Stand K70.

By any traditional measure, the UK meetings and events market appears subdued. Enquiry volumes are softer, lead times are longer and corporate buyers are scrutinising spend more closely than ever.

Industry-wide UK data shows an 8.5% year-on-year drop in events booked through September 2025. Yet, delegation size grew 27%, and revenue per delegate was up 5.1%. The industry isn’t declining; it’s changing. We are seeing fewer events, larger groups and ultimately, higher stakes. This shift puts even greater pressure on the one professional at the centre of the booking process: the planner.

Planners control far more than just space

Whether in-house, agency-based, or operating as an EA or PA, planners are no longer simply sourcing venues and booking rooms. They manage risk, compliance, budgets and stakeholder expectations. Their decisions have far-reaching commercial influence – affecting everything from catering revenue and AV spend to repeat bookings.

However, despite this level of influence, much of hospitality’s loyalty infrastructure still revolves around the guest. The individual controlling significant revenue often receives little more than a thank you.

Leanne Collins, our Events Team Manager at BWH Hotels GB, understands the pressure planners are under and how undervalued they can feel. “I speak to dozens of planners every week,” Leanne says. “I feel the frustration in the industry where loyalty isn’t rewarded as it would be in the consumer space. This is about trust and building strong relationships so that planners see the value in repeatedly booking with us.”

The results speak for themselves: our Venues Desk conversion rate climbed to 17% after Planner Advantage launched (up from 14% the previous year), despite a 15% drop in enquiries. This is a testament to the fact that rewarding loyalty works, and it is a strategy that progressive hotel chains are increasingly adopting.

Loyalty is a meetings strategy

Planner loyalty programmes are commercially powerful because they influence behaviour long before an event is even considered. When structured effectively, loyalty schemes shorten the shortlist of venues, encourage repeat bookings and ultimately strengthen long-term venue relationships.

Crucially, loyalty schemes recognise the planner as an individual with real influence, not just a cog in the corporate booking cycle. When rewards are tangible – whether through points, free nights, vouchers or charitable donations – loyalty shifts from passive to proactive. A venue is no longer simply "available"; it becomes the advantageous choice for the planner.

If two venues meet the brief on price and product, the one offering structured, meaningful rewards for repeat business wins. For venues, the return is equally clear: improved retention, smoother rebooking cycles and a reduced reliance on discounting.

This is not only about personal perks; it is about behavioural economics. Recognition creates a positive bias, encouraging planners to trust what they know. For those managing multiple events annually, consistency and trust in the product results in measurable value.

The UK meetings and events market is recalibrating. Growth will not belong to those chasing enquiry volume. It will belong to the professionals who understand that fewer events and larger groups mean greater pressure on planners. Recognition can influence booking behaviour; if you’re not rewarding the planner, you’re missing the point.