U.S. News & World Report and Best Western Hotels & Resorts Release Co-Branded Hotel Loyalty Program Study

“We want to provide today’s travelers with one of the best loyalty programs in the industry and we believe this study shows that we do,” said Dorothy Dowling, senior vice president and CMO for Best Western Hotels & Resorts.

An insight report by U.S. News & World Report’s Marketing and Business Intelligence Teams and Best Western® Hotels & Resorts was released today during Best Western’s 12th annual Leisure Travel Summit in New York, NY. The result of a study commissioned by Best Western and executed by U.S. News & World Report’s Marketing and Business Intelligence Teams, the report shares data-driven insights into how today’s travelers make their loyalty program decisions. The results, gathered from more than 1,000 respondents, found that the expiration of points, ease of point redemption, guaranteed room availability and brand trust are key factors shaping the current hotel loyalty landscape.

If Points Are Earned, Why Should They Expire?

Based on the results of the co-branded study, the ability to earn points that never expire is a key benefit of loyalty programs. In fact, when asked what travelers find most frustrating about loyalty programs, a full one-third stated expiring points is their biggest pet peeve, compared to 19% for program complexity (ability to increase program status), and 16% for blackout dates or lack of free night availability. Of the brands surveyed, only Best Western offers points that don’t expire. AAA members, a key partner of Best Western, were especially concerned about expiring points.

It’s All About Free Nights

Loyalty programs are paramount to brands as they provide a way to effectively retain guests for future stays. And, travelers are cognizant of the amount of points needed to…

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