BW Offers Global Thank You

PHOENIX - THE WORLD’S LARGEST HOTEL CHAIN® will conduct the world’s largest “thank you” between March 24 and March 28 in more than 20 countries around the globe.

Best Western International’s third annual “World’s Largest Thank You Customer Appreciation Week” will involve Best Western owners, general managers, sales managers and corporate staff making more than 11,000 personal calls on travel agents and key clients around the world during the five-day event, says Tom Higgins, president and CEO.
“With current world events, there is no better time to say ‘thank you’ to our customers. It is one of those things that we often forget to do in the press of daily business,” he says. “Three years ago, we decided we needed to take time to do just that. We made 5,000 sales calls around the world. Last year, we made 9,000 calls. This year, we expect to make more than 11,000 calls. The response has been overwhelming, not only from the travel agent community and our key clients, but also from our hoteliers, as well. The Best Western global family takes great pride in our brand and truly appreciates the customers who honor us with their business.”

In addition to representatives of nearly 850 Best Western properties in North America, hoteliers from 20 other countries will participate including: Australia, Austria, Belgium, Brazil, Denmark, Finland, France, Germany, Greece, India, Ireland, Italy, Netherlands, New Zealand, Norway, South America, Spain, Sweden, Switzerland and Taiwan.

In each country, teams of Best Westerners will use the opportunity to update travel agents and key clients on new programs that make Best Western an attractive brand to book for the world’s travelers. Included in the discussions will be the growing popularity of Best Western’s loyalty program, Gold Crown Club International, and the Best Western Travel Card, as well as our newly launched Best Western Premier? product distinction in Europe.

“This is a unique event,” adds Higgins. “It’s the sort of thing you expect from the World’s Largest Hotel Chain. The travel agent community accounts for nearly 50 percent of our total bookings, and we want them to know we appreciate everything they do for us. You don’t become the ‘world’s largest’ without help from your friends and this is a time to remember our friends.”


For travel agents in North America, the “thank you” will include a travel contest. The grand prize is a trip anywhere in the world for two including airfare, six nights at any Best Western hotel and more. Other prizes include trips to London, San Francisco and Las Vegas. For additional information, travel agents should visit

Best Western International is THE WORLD’S LARGEST HOTEL CHAIN® with more than 4,000 hotels in 80 countries and territories. It is a membership association of independently owned and operated hotels that provides marketing, reservations and operational support to its member hotels.