Relaunch for hotel’s Gold Crown scheme
The Best Western hotel group is relaunching its Gold Crown Club International (GCCI) loyalty programme under the brand of Best Western Rewards.
The group says the new programme will offer significantly improved incentives and rewards.
Elements of the Best Western Rewards rebrand will be rolled out internationally, but David Clarke, chief of Best Western Hotels Great Britain, said that the chain’s British hotels will be at the vanguard of the relaunch.
Clarke added: “Several market commentators and a number of pieces of research recently published suggest that loyalty schemes will increase in popularity during the tough trading conditions expected in 2009. “
he said that the new scheme will enable the most loyal customers to more quickly redeem their points against benefits.
The GCCI scheme has over 170,000 members in the UK and over eight million worldwide. All existing members have been automatically transferred to Best Western Rewards from February 2nd.
As well as incentives, the new scheme offers branded items such as membership cards, web-pages and point of sale.
Some of the incentives added to the new programme include; Experience days (driving, flying, paintballing, shooting, photography or dining), Charitable Donations (to Save the Children) and Shopping Vouchers (from Currys/PC World, Debenhams, Marks & Spencer and Austin Reed), as well as the existing rewards; Travel Card, Amazon.co.uk vouchers, Fine wines and Global Free Nights.