Best Western, Virgin Atlantic ink deal

Best Western has launched a global partnership deal with Virgin Atlantic led by the hotel group’s British office, based in York, which will see companies and their customers gain mutual benefits.

The deal sees the first time that the British arm of the world’s largest group of independently owned hotels has worked directly with an airline to benefit their customers. From today Best Western guests can gain free flights around the worldwith a choice of over 30 destinations from New York to Sydney by simply using the group.

The partnership allows members of the hotel groups loyalty programme, Best Western Rewards(R), to collect’Virgin Atlantic Frequent Flyer Club Miles’instead of the schemes traditional ‘points’ to gain free flights across the globe. With every stay with Best Western worth 500 miles, frequent guests can soon earn enough for a free flight.

To celebrate the launch the group have recreated of an iconic Virgin advert with Best Western staff starring as the airhostesses and the head of marketing, Tim Wade, as the pilot, which has been uploaded to the website and YouTube.

Keith Pope, Director of Best Western comments: “The partnership between Best Western and Virgin Atlantic is a great strategic fit with the personality of both brands working well together.

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“We worked on the deal in the British office based in York and thanks to the dedication of the team involved we have seen the partnership develop to a global scale with all international offices partaking in the scheme.”

“The deal is a great opportunity for Best Western guests and is a real incentive for customers when deciding where to stay on business worldwide.”

The new version of Virgin Atlantic’s 25th anniversary advert was filmed at the Best Western Queen Hotel in Chester and sees five members of their staff star as the airhostesses walking through the hotel to the same style of music as the original. They are;Janette Bell, Gemma Reilly, Zoe Taylor, Louise Turner and Victoria Robertshaw. The scenes are matched shot by shot to create a new version of the well-known glamorous advert.

Paul Dickinson, Sales and Marketing Director comments; “We are very pleased to be working with Best Western in this partnership which gives our customers more rewards and choice when flying with Virgin Atlantic. Our 25th birthday advertising campaign was a real hit with audiences in the UK and we are very impressed and flattered by the Best Western recreation!”

Virgin Atlantic now joins a host of other brands working with Best Western Rewards(R). Members of the loyalty programme can exchange their points for products and services, such as gift vouchers for Marks and Spencers, Amazon and Debenhams as well as Virgin Experience Days, Laithwaites Wine boxes and Children charity donations to NSPCC.

Best Western Rewards(R) customers earn 10 points for every 55p spent either staying or eating at any of the 4,000 hotels worldwide, including 273 in Great Britain.

Priding itself on personality and individuality, Best Western is the UK’s largest group of independently owned hotels. It has over 270 members across the length and breadth of the UK offering stylish weekend breaks, country retreats, spa weekends, golfing breaks and stately homes.