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BBT March/April 2019 cover
March/April 2019

GLH Hotels launches ‘Choose Your Own Room’ service

London hotel group GLH Hotels has launched a tool that allows guests to choose the exact room they want to stay in before making the reservation.

Choose Your Own Room is the world’s first online booking site that allows this before securing the room.

The service will only be allowed through booking direct on the dedicated site and there are currently no plans to expand this service to TMCs and OTAs.

It’s available across all fourteen hotels in the GLH Hotels central London portfolio including Thistle, Guoman Hotels, Amba Hotels and every hotels.

Choose Your Own Room features include:

  • The ability to view, compare and book the specific room that guests want to stay in
  • A search facility that allows users to filter results based on location, price, amenities as well as room layout and even floor plan. Useful categories such as: For Families, For Business, On A Budget, With A View and Suite Stays make it easy for people to find exactly what they are looking for
  • Guest reviews that are captured for specific rooms, not just the hotel - so users can also check out what other people have said before they book 
  • An individual host to answer all questions during the booking process

Mike DeNoma, chief executive officer for GLH Hotels said: “We believe this is another step towards hotel owners regaining control of their distribution in an advantaged way.

“While the elephants (the big OTAs and big hotel brands) are fighting over the ever more commoditised experience of hotel booking; our learning is that picking the actual room provides an unexpected and exciting benefit for our guests. Early results have shown that 95% of users rate their experience of Choose Your Own Room 5 out of 5.”

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