Best Western's Gold Crown Club International on track to exceed 4 million members by end 2004

Best Western's Gold Crown Club International (GCCI) loyalty program is growing in both popularity and value, with overall membership on pace to exceed 4 million by the end of 2004 - including 725,000 new enrollees through September 2004.

Enhancing the program's appeal was the introduction of a GCCI Instant Point Redemption service in June. An industry exclusive, it allows guests to exchange points for a free room night on-site at any Best Western hotel. Complementing this innovative product offering is the company’s new online rewards redemption plan, in which points can be redeemed and vouchers either printed via the Internet, or emailed to the customer.

Best Western further expanded its GCCI offerings this fall with a flexible, new award option involving the Best Western Travel Card. Members of the program can now exchange anywhere between 600-24,000 points for a pre-calculated dollar amount that is put on a new or existing Travel Card.

"Gold Crown Club is one of the industry's most generous rewards program and our guests have taken note," said David Kong, president and CEO. "Members will soon enjoy even more benefits as we continue to introduce program elements that are aimed at more recognition touch points. For our GCCI customers, the best is yet to come."

"In an effort to give the GCCI customer what they want, when they want it, we are also developing automated response triggers that generate a direct, real-time interaction with our guests," said Kong.

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