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BW Wins Social & Mobile Engagement Award


Gartner & 1to1 Media Recognize Customer-Centric Solution

PHOENIX (May 1, 2013) –Best Western International today received the Gartner & 1to1 Media Gold Award in the Social and Mobile Engagement category for its innovative social media integration tool, Best Western I Care - Reflections. The challenge posed to Best Western was to develop an effective way to authentically engage consumers who respond to 1.3 million guest surveys and post 150,000 online hotel reviews each year for more than 4,000 properties in more than 100 countries.

Best Western, known as an industry leader in leveraging the latest technologies surrounding customer care and hotel business performance, collaborated with its customer experience management partner Medallia on the project. Best Western I Care - Reflections allows hotel managers to receive and respond to customer feedback across multiple platforms in one place instead of logging into multiple sites.

“We are determined to simplify the lives of our hotel operators so they can focus on their customers, and if a solution isn’t available, we create one,” said Michael Morton, Best Western’s vice president of member services. “Best Western’s commitment to providing superior customer care to each guest extends beyond the front desk to these emerging channels.”

Best Western also developed best practices and training programs to help empower its hotel employees to provide superior customer care online while maintaining a consistent brand voice. These innovations continue Best Western’s leadership position online. Best Western was the first brand to reach 500,000 “Likes” on Facebook; incorporated TripAdvisor reviews in the redesign of; and for the second consecutive year is the Compuware Best of the Best Gold Award winner for reliability and response time.

“The 2013 winners showcase excellence in customer centricity. These 12 customer-focused leaders demonstrate how an enterprise commitment to making improvements to the customer experience and investing in the right technologies, processes, and people can lead to real financial gains,” said Mila D’Antonio, editor-in-chief of 1to1 Media. “1to1 Media honors these companies for their leadership in support of, and innovations geared toward, advancing their organizations to becoming customer centric.”

For more information about the Gartner & 1to1 Media CRM Excellence awards, please visit

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Best Western International, Inc., headquartered in Phoenix, Ariz., is a privately held hotel brand made up of more than 4,000* BEST WESTERN®, BEST WESTERN PLUS, BEST WESTERN PREMIER hotels in more than 100* countries and territories worldwide. Now celebrating 67 years of hospitality, Best Western welcomes hundreds of thousands of guests nightly. Best Western provides its hoteliers with global operational, sales, marketing and promotional support, and online and mobile booking capabilities. More than 15 million travelers are members of the brand’s award-winning loyalty program Best Western Rewards®, one of the few programs in which members earn points that never expire and can be redeemed at any Best Western hotel worldwide. The brand’s partnerships with AAA/CAA, race car driver Michael Waltrip, and Harley-Davidson® provide travelers with exciting ways to interact with the brand. In 2012, Best Western won a record number of awards, including AAA’s Hotel Partner of the Year, CAA’s Partner of the Year, TravelClick’s eMarketer of the Year and Compuware’s Best of the Web Gold awards.

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*Numbers are approximate and may fluctuate.

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