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Blog
Best Western To Rename Loyalty Program
October 22, 2008
At Best Western's North American Convention in Honolulu earlier this week, company executives announced that as a result of consultations with members, Best Western will change the name of its loyalty program from Gold Crown Club International to Best Western Rewards.
"Why are we doing this? The new name says it all," said Dorothy Dowling, senior vice president, marketing and sales. "Ours is a rewarding loyalty program. The new name is relevant to today's consumers and helps contemporize the program. Repositioning our program as Best Western Rewards will keep us on the right track."
Best Western President and CEO David Kong added his thoughts on the importance of a strong loyalty program during a down market, saying, "Having a strong loyalty program really protects our market share when our competitors try to steal business from us."
What are your thoughts on the new name? If nothing else, it more clearly identifies the loyalty program as belonging to Best Western...
Posted by Derek Gale on October 22, 2008 | Comments (0)