Best Western Lures Harley Riders with Rewards

Best Western International is finding loyal guests in a whole new audience under a partnership with Harley-Davidson Inc.: motorcycle enthusiasts.

More than 1,000 of the hotel chain’s 2,100 locations in the U.S. and Canada have been designated as “rider-friendly.” Motorcycle riders can access special services, such as wipe-down towels when they check in and a wash station for free. Some locations offer bikers sunscreen and lip balm.

“Harley-Davidson was looking for a lodging partnership that would provide value for its riders, and Best Western and Harley-Davidson enthusiasts are a perfect fit for one another,” said Best Western International spokesman Troy Rutman.

While Best Western forged the deal with Harley-Davidson, the program is open to all motorcyclists.

Best Western sees this as a long-term partnership that will pay off in increased business from Harley riders, according to Rutman. The company figures its hospitality efforts with motorcycle enthusiasts will spread by word of mouth, he said.

“Best Western recognizes that Harley-Davidson and motorcycle enthusiasts have unique needs when on the road, and we’re committed to providing them with amenities that make their rides more enjoyable,” Dorothy Dowling, Best Western’s senior vice president of marketing and sales, said in a statement.

Separately, Best Western offers a themed loyalty program just for Harley riders, called Gold Crown Club International Ride Rewards. Under it, people can register online to join the program to earn 10 points for every U.S. dollar—or the Canadian equivalent—spent on rooms or 250 airlines miles for each qualified stay at 4,000 Best Western hotels worldwide.

Points can be applied toward various awards, including dining, entertainment certificates and free room nights at any of Best Western’s 4,000 hotels worldwide.

Since the program launched last year, several thousand people have signed up for the Ride Rewards program, Best Western said. And the chain said it expects that number to increase. Traditional and online media support the offering.

The rewards program is the result of a two-year pact between the hotel chain and Harley-Davidson.