4.10.2025
BWH Hotels Scandinavia has partnered with The Hotels Network (THN), recently named the #1 Direct Booking Tool of 2025, to strengthen its direct booking strategy. The group is now using THN’s Price Comparison and Price Match tools across a selection of its hotels in the region.
Already trusted by top Nordic brands such as Strawberry and Elite Hotels of Sweden, THN continues to grow its footprint in the region with this latest collaboration. The partnership is part of BWH Hotels Scandinavia’s broader plan to increase transparency and build guest confidence when booking direct.
THN’s platform stands out for its precision and ease of implementation. Unlike traditional tools, THN delivers real-time pricing accuracy down to the exact user query. This enables BWH Hotels Scandinavia to show visitors exactly how their rates compare to those on OTAs, directly on the hotel website. To address price disparities, the group also uses THN’s Price Match tool, which automatically displays a personalized offer if a lower rate is found elsewhere – helping to recover potential lost bookings.
To measure the tool’s impact, an A/B test was conducted from October 30 to December 1. Website visitors were split into two groups: one saw the THN tools, and the other did not. The difference was clear—conversion rates increased significantly. Swedish desktop users, the site’s largest audience segment, saw an impressive 7.1% uplift.
“We are satisfied to leverage THN’s platform to elevate our guests’ booking experience and ensure they are getting the best rates,” said Lena Axelson, Head of Web at BWH Hotels Scandinavia. “We are looking forward to seeing the result when we simplify the booking process by showing the price comparison. To ensure the visitors that they get the best price will be a win-win for them and for the hotels.”
BWH Hotels is a global hotel chain consisting of three hotel groups: Best Western Hotels & Resorts, WorldHotels, and SureStay Hotel Group. Together, they offer over 4,300 hotels in more than 100 countries worldwide. In Scandinavia, there are 191 hotels across more than 100 destinations. To cater to both guests and potential hotel owners, the group offers a total of 17 different brands across all segments, from budget to premium. BWH Hotels is the largest independent hotel group in Scandinavia, where hotels are owned and operated by local entrepreneurs.
In addition to price comparison, reviews summary, and a suite of personalization options, THN’s Direct AI Suite is deeply integrated in their platform, from predictive analytics to generative AI. Predictive Personalization uses machine learning to predict user behavior and automatically tailor messaging and offers for each user. BenchDirect’s benchmarking tool provides unmatched competitive data for the direct channel. Recent innovations include KITT, an AI-powered receptionist, and Loyalty Lite, a seamless guest login tool for personalized booking experiences.
THN is proud to have been recognized for the company’s product innovations, rapid growth, and unique workplace culture for the third year in a row, most recently named the Best Direct Booking Tool for 2025 in the prestigious HotelTechAwards.
With this partnership, BWH Hotels Scandinavia is taking a major step forward in direct channel growth. Backed by THN’s powerful and intelligent platform, the group is well-equipped to increase conversions, drive revenue, and build lasting relationships with guests online.
