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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