Best Western Launches Harley-Davidson Rewards Program
Best Western is out with a new rewards program just for bikers.
The Gold Crown Club International Ride Rewards program gives Harley-Davidson owners exclusive travel benefits and incentives. Under it, riders earn 10 points for every dollar they spend or 250 airline miles on every qualifying stay at 4,200 Best Western hotels worldwide.
The loyalty program is part of a multi-year agreement between Best Western and Harley-Davidson. It’s the second partnership the company has formed targeting a niche audience. In 2004, the hotel chain launched its first customized loyalty program with NASCAR, called Speed Rewards.
“The Harley-Davidson customer, similar to the NASCAR audience, fits the Best Western demographic, and thus offers strong, shared B-to-B and B-to-C opportunities for both brands,” Denise Seomin, Best Western spokesperson said.
Members can redeem loyalty points for a variety of awards, including free room nights, merchandise, and dining, shopping or entertainment gift certificates.
Registration is available at BestWestern.com. Upon sign up, members automatically receive Gold Elite status, which offers 10% bonus points on every hotel stay and the chance to buy extra points. Consumers also receive a 10% discount when they book reservations online.
The program also includes an interactive Web site at Harley-Davidson.com/Experience that maps out some of the “great roads” in the U.S. with Best Western hotels and Harley-Davidson dealerships locations along the way.
Best Western is promoting the program via e-mail to potential customers, via the Internet and through signage at Harley-Davidson dealerships. The hotel chain is also considering creating PR events or other promotions with Harley-Davidson to generate program awareness and acquisition, Seomin said.
