Best Western Re-Names Global Loyalty Program

Best Western International has re-named its hotel loyalty program “Best Western Rewards”.

The name change, from Gold Crown Club International, helps re-brand the twenty-year-old program as what it truly is: a program that rewards travellers for their loyalty to Best Western.

“Over nine million travellers around the world belong to Best Western Rewards because of what it offers them: free room nights and the opportunity to leverage their hotel stays for other valuable gifts, including gift cards, airline miles, and more,” said Mr. Glenn de Souza, Best Western International’s Vice President International Operations Asia.

Mr. Chris Chen, Regional Manager – Marketing Services, Best Western International Asia added, “Around 80% of our business revenue comes from the most loyal 20% of our customers. As a result, many modern marketing concepts such as CRM (customer relationship marketing), Call Center and various value-added benefits, have been developed to serve and delight our loyal customers.”

Currently, Best Western Rewards is divided into 23 clubs (Asia, Austria, Australia, Belgium, China, Denmark, Finland, Germany, Israel, Italy, North America, Norway, Portugal, South America, Spain, Sweden, Switzerland, The Netherlands, and Turkey) and offers a variety of regional rewards tailored to the interests of members in each specific region.

Members of Best Western Rewards earn 10 points for every U.S. dollar spent, and free nights start at 8,000 points. Members can earn and spend points at more than 4,000 properties in 80 countries worldwide.

Best Western Rewards offers four tiers of membership: Blue for first sign-up; Gold Elite membership for those who stay at least 10 nights per year; Platinum Elite for members who stay at least 15 nights per year; and Diamond Elite for members who stay 30 or more nights in a year. Membership is free.

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