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To say that Best Western International has made significant strides in the past decade might be an understatement. Due to its global success during that time period, and the amount of brand loyalty it has gained, Best Western, which boasts a diverse collection of more than 4,100 properties in more than 100 countries, announced some major changes last week.
Best Western introduced a new master brand name (Best Western Hotels & Resorts) and unique logos for each hotel brand. These changes convey to travelers and developers the changes that have taken place to contemporize Best Western, including:
Glen MacDonell, Managing Director, Loyalty & Partnership Marketing, Best Western Hotels & Resorts, told Loyalty360 that the new corporate name emphasizes the diverse portfolio of 4,100 properties in more than 100 countries.
“Adding ‘Hotels & Resorts’ to our corporate name better represents the quality and variety of properties globally and will help change the perception and guest expectation of the brand,” MacDonell explained.
Regarding the individual logos being proposed for Best Western, Best Western Plus, and Best Western Premier, MacDonell noted three primary objectives of Best Western’s brand identity refresh:
“These logos bring clear and memorable differentiation between Best Western’s brands, making it easier for guests to recognize the different hotel brands and travel experiences Best Western offers and encourage consideration for customers that may not have stayed at a Best Western hotel recently,” MacDonell said. “They provide a contemporary, modern look for the Best Western brand and signal the investments the properties and brand have made to improve and modernize its hotels, ensuring its hotels are relevant to today’s traveler.”
What’s more, Best Western Rewards (BWR) loyalty program members will see a refreshed look for the Best Western Rewards logo and Best Western hotels starting in 2016. With hotels in more than 100 countries, Best Western will continue to make it easy for members to earn points that can be redeemed for a multitude of exciting rewards, including: global free room nights with no blackout dates, Best Western Travel Cards, gifts cards for dining, shopping and entertainment, gas cards, airline/partner rewards, and much more.
BWR member account numbers will not change as a result of the logo refresh and, therefore, new cards will not be issued. However, new virtual membership cards will be available for iPhone and Android users. Additionally, members can check their account balances and redeem awards at any time, from any device. Replacement cards will be mailed to members at any time upon request.
“Over the past two years, Best Western has been working closely with leading design and research firms while examining thousands of possible logos,” MacDonell said. “We received feedback from travelers, travel buyers, partners, Best Western Rewards® members, and Best Western’s global hotel owners during the process. The challenge of rebranding a global company with diverse products in more than 100 countries required diligence and a thoughtful approach to a variety of considerations including, but not limited to, signage, consumer expectations, and the changing digital landscape.”
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