In our Loyalty360 weekly roundup, we will highlight a few of our Brand Members, their fantastic work, and their dedication to customer loyalty and customer experience.

These stories are just a quick snapshot of what these brands have accomplished, as their companies, programs, and strategies represent some of the best the customer loyalty industry has achieved.

See below for this week’s Loyalty360 member weekly roundup, including highlights from Best Western Hotels & Resorts, IHG, and Adidas.
 
Best Western Hotels & Resorts Helps Travelers Hit the Road This Summer with New Rewards Promotions

For guests in search of a summer break, Best Western has announced a new campaign titled, Hit the Road with Best Western. This campaign has three new rewards promotions, which includes:

  • For every individual $100 Best Western gift card purchased, customers will receive a bonus $20 gift card

  • From June 15 to August 31, 2020, any member staying at a Best Western and visiting by car will receive a $25 Best Western Travel Card.

  • Best Western members who stay one eligible night between June 22 and September 7, 2020, at any Best Western location in the United States or Canada will receive a $25 Best Western gift card.

Best Western’s campaign is the latest example of the brand’s commitment to supporting its guests through the COVID-19 pandemic. Earlier this year, Best Western announced extended loyalty status for all members, and it also implemented an updated cancellation policy, offering enhanced flexibility to travelers. As travelers begin to return, Best Western launched a new cleaning program, We Care Clean, which delivers an enhanced commitment to keeping guests safe and healthy when staying at Best Western-branded hotels across North America.
 
Adidas Looking to Create Lasting Change Now

This week, Adidas announced several actions in response to the recent global civil rights movement. Adidas pledged that at least 30 percent of new employees hired in the United States will be black or Latinx, that it will spend $20 million over the next four years for programs that support the African-American community, and it will invest in university scholarships for Black employees, which includes 50 scholarships each year for Black students at partner schools over the next five years. 

“The events of the past two weeks have caused all of us to reflect on what we can do to confront the cultural and systemic forces that sustain racism,” Adidas CEO Kasper Rorsted shared. “We have had to look inward to ourselves as individuals and our organization and reflect on systems that disadvantage and silence Black individuals and communities.”

IHG Rewards Club Introduces Dynamic Reward Nights Around the World
 
After launching in the greater China region last month, InterContinental Hotels Group (IHG) announced it will extend dynamically priced reward nights to more hotels around the world. As a result of the program update, the number of points needed for members to redeem a reward night will not flex up and down, similar to cash rates for room bookings.

In response to COVID-19, IHG also made several changes to its loyalty program, including adjustments for Elite criteria for 2020 and extending status through January 2022. Points never expire for Elite status members, and for Club level members, IHG extended point expiration dates so that members can take still use their points when they are ready to travel again.

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