Best Western loyalty club shows success

Gold Crown Club International, Best Western’s global loyalty programme has reported unprecedented growth in 2006, with a record 28 per cent increase in sales year on year, the strongest annual growth to date.
The programme offers unique member services, exclusive offers and the chance to earn points which can be redeemed against rewards.

Sally Greenaway, product marketing manager for Best Western Hotels GB comments, “The growth of the loyalty programme follows a targeted recruitment drive, with a strong focus on retaining members, involving our experienced front desk staff and listening to guest feedback. We enhanced our programme to include increased customer contact, free room upgrades, water in the room, welcome letter, spouse stays free and express check in, when available, as well as regular special offers and a toll-free reservation line in GB.”

Sally continued, “I am absolutely delighted with these results, but we are always looking to increase member satisfaction and evolve our loyalty programme to meet our guests’ needs, therefore this year, we hope to see further growth as members see the benefit of becoming a Gold Crown Club Member and more rewards for 2007.”

As of 1st January 2007, members will earn one point for every 60 pence, instead of 65 pence, they spend in the hotel and extra points when dining at a Best Western Hotel in Great Britain, which can be redeemed against complimentary stays, a worldwide wine selection, and new for 2007 spa treatments and rounds of golf at participating hotels.