Best Western is beefing up its loyalty program to appeal to frequent and less frequent travellers alike by introducing two new membership tiers and axing its previous points expiry rules so that points now won’t expire.
Diamond Select, Best Western’s new top tier, comes after staying 50 nights in a calendar year at Best Western’s range of brands, making 40 individual stays or earning 50,000 points, and offers guests 50% more points than entry-level members, a welcome gift on check-in and room upgrades.
“We see Diamond Select status being most lucrative for our business travellers,” said Steve Richards, Best Western Australasia’s Head of Commercial.
“These are guests who are staying frequently at Best Western hotels and rapidly accumulating points as part of their working week,” he continued.
At the other end of the spectrum a new Gold tier rewards guests who stay just seven times, spend 10 nights or earn 10,000 points in a year with a modest 10% boost to the Best Western Rewards points they earn.
These complement the existing Blue, Platinum and Diamond membership tiers, while members at all levels can now earn points at Best Western, Best Western Plus, Best Western Plus Executive Residency, Best Western Premier, the BW Premier Collection and GL? without fear of them expiring.
Also introduced this year are more dynamic award pricings with more points required to secure a ‘free’ room during peak periods and fewer points needed in times of lower demand.
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