You know that disappointing moment when you finally decide to use your loyalty points on an upgrade, only to find out they expired a week earlier?
It’s one of the moments in life where Homer Simpson’s iconic catchphrase really sums up how you’re feeling.
It’s a first world struggle, but it’s real.
But Best Western may have just found a solution that’ll really take away the disappointment – lifelong points.
The company’s loyalty program has started upgrading its offerings to now include two new membership ties and never-expiring points.
That’s right, the company is removing points expiry – making it the first major hotel chain to offer points with a lifetime spend.
This means your clients can build them up and use them a few months, years or even a decade or two down the track.
Best Western Australasia’s Head of Commercial, Steve Richards, said the change is to be better service customers and offer more recognition to valued guests.
“The fact that points no longer expire is a big deal for guests, regardless of whether they’ve stayed at a Best Western hotel within 12 months or two years.”
Steve Richards, Best Western Australasia Head of Commercial
“What this means is Best Western Rewards members can now keep all their accumulated points and redeem these for holidays or gift cards whenever they want.”
Aside from lifelong points, the program now has five membership tiers: Blue, the standard entry tier; the new Gold status, for guests who stay with Best Western at least 10 nights a year; Platinum, for members who stay 15 nights a year; Diamond, for members who stay 30 nights a year, and the new Diamond Select for 50+ nights a year.
Guests who achieve Diamond Select status, now the top tier in the Best Western Rewards program, will receive a 50 per cent point bonus, room upgrades and a welcome gift on check-in.
Best Western Rewards points can be earned from stays across Best Western’s six brands: Best Western, Best Western PLUS, Best Western PLUS Executive Residency, Best Western PREMIER, the BW Premier Collection and GLō.
