Jim Muir is the commercial director at BWH Hotels GB, where he leads the organisation’s marketing, digital, sales, revenue, and account management functions across a portfolio of more than 220 hotels nationwide. With over a decade of senior leadership experience within the group, Jim plays a pivotal role in shaping commercial strategy, driving performance, and strengthening the brand’s market position within the UK hospitality sector. Since taking on the commercial director role in December 2020, Jim has overseen the integration and optimisation of multi‑disciplinary commercial teams, ensuring alignment across customer acquisition, digital transformation, revenue management, and member‑hotel support. His leadership has contributed to the ongoing evolution of BWH Hotels GB’s commercial capabilities and its resilience in a dynamic and competitive marketplace. With a proven ability to drive growth through insight‑led strategy and cross‑functional collaboration, Jim is recognised for his commercial acumen, commitment to innovation, and deep understanding of the hospitality landscape.