BEST WESTERN® HOTELS & RESORTS ANNOUNCES RAPID RISE IN GUEST SATISFACTION AND LOYALTY
Brand’s far-reaching customer care efforts result in all-time record Net Promoter Score
PHOENIX, AZ (July 25, 2018) – For more than 70 years, Best Western Hotels & Resorts has been a mainstay in the travel landscape. In recent years, the company has received industry praise for its transformative brand refresh, which included expanding from one brand to eleven, introducing new logos, investing over $2 billion in property improvements, and offering one of the richest hotel rewards programs to today’s travelers– Best Western Rewards® (BWR®). At the core of the brand’s efforts, however, has been its commitment to providing superior customer care, and it’s clear the company is doing just that. In fact, Best Western announced today its Net Promoter Score (NPS), measuring both guest satisfaction and loyalty, reached a record high of 61.7, an increase of more than 100 percent since 2007. This is a testament to the company’s guest satisfaction efforts as well as its award winning loyalty program, BWR.
“Guest satisfaction was a major pillar of our brand refresh and remains one of our most important priorities as a brand today,” said David Kong, President and Chief Executive Officer for Best Western Hotels & Resorts. “We’re pleased to report that our guest satisfaction scores have steadily increased and have, in fact, doubled since 2007.”
A company’s Net Promoter Score (NPS) looks at customer loyalty, measuring overall customer satisfaction and brand perception on a scale of -100 to +100. NPS considers both Promoters and Detractors of the brand. Best Western continues to increase brand promoters while detractors have declined substantially.
Best Western attributes the improvement to several things, including, in large part, its award-winning I Care® Every Guest, Every Time hotel staff training program. As part of this initiative, individual hotel consultation and training are provided to staff to highlight tactical operational opportunities that drive guest satisfaction from the bottom up. This program, which uses groundbreaking virtual reality technology and avatars, was beta tested and later implemented brand-wide at all 2,000-plus North American hotels.
Best Western’s loyalty program has also played a role in its continually increasing guest satisfaction numbers. BWR provides members with some of the richest rewards in the industry – including a minimum 10 percent discount and points that never expire – two perks that deliver superior value to members. Celebrating a milestone anniversary of 30 years in 2018, BWR has more than 35 million members globally today and has been ranked a top Hotel Rewards Program by U.S. News & World Report for five consecutive years.
With Best Western’s Design Excellence Program, a $2 billion investment went into updating properties with contemporary style and modern amenities. New logos and signage were introduced as part of the evolution, and with a dramatic year-over-year increase in guest satisfaction ratings, J.D. Power recognized one of the brand’s most beloved amenities, “Build Your Own Breakfast”, as the highest-rated in the midscale competitive set in 2017.
The company also listens to and values guest feedback, using it to steer and implement change across the brand. In doing so, Best Western has driven improvements across all properties in areas like cleanliness of rooms, a caring staff attitude and working order of room amenities.
Finally, with the rise of the fast-paced digital age and the customer’s need for instant gratification, Best Western is the first hotel brand to have fully embraced social engagement, which is driving rising satisfaction scores. By actively engaging online, the brand’s response percentages have improved across all scores, increasing 14 percent year over year, with response time dropping from eight days to less than two days. The total volume of favorable social media reviews has increased dramatically, with hoteliers responding to more reviews, outpacing and outperforming competitors. As a result, today’s Best Western ranks 30 percent higher on world-renowned travel sites than in previous years.
“Over the past 10 years, Best Western has launched initiatives designed to deliver industry-leading service and put our guests at center-stage,” said Ron Pohl, Senior Vice President and Chief Operations Officer for Best Western Hotels & Resorts. “The results of these initiatives speak for themselves, as we continue to see an increase in brand loyalty with our BWR membership realizing gains of 13 percent annually since the beginning of the refresh, and our guest satisfaction scores have reached record levels.”
For more information on Best Western Hotels & Resorts, please visit BestWestern.com.
About Best Western® Hotels & Resorts:
Best Western Hotels & Resorts headquartered in Phoenix, Arizona, is a privately held hotel brand with a global network of 4,200* hotels in more than 100* countries and territories worldwide. Best Western offers 11 hotel brands to suit the needs of developers and guests in every market: Best Western®, Best Western Plus®, Best Western Premier®, Vīb®, GLō®, Executive Residency by Best Western®, BW Premier Collection® by Best Western, and BW Signature Collection® by Best Western; as well as its recently launched franchise offerings: SureStay® Hotel by Best Western, SureStay Plus® Hotel by Best Western and SureStay Collection® by Best Western. Now celebrating more than 70 years of hospitality, Best Western provides its hoteliers with global operational, sales and marketing support, and award-winning online and mobile booking capabilities. Best Western continues to set industry records regarding awards and accolades, including 66 percent of the brand’s North American hotels earning a TripAdvisor® Certificate of Excellence award in 2018, Business Travel News® ranking Best Western Plus and Best Western number one in upper-mid-price and mid-price hotel brands, and Fast Company honoring Best Western Hotels & Resorts with a spot in the Top 10 Most Innovative Companies in the Augmented Reality/Virtual Reality category. Best Western has also won nine consecutive AAA®/CAA® Lodging Partner of the Year awards, recognizing the brand’s commitment to providing exceptional service and great value to AAA/CAA’s nearly 58 million members in the U.S. and Canada. Best Western-branded hotels were top ranked in J.D. Power’s 2017 North America Hotel Guest Satisfaction Index Study - ranking first in breakfast (food and beverage category) for midscale; and second in overall guest satisfaction. Over 35 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-branded hotel worldwide. Best Western’s partnerships with AAA/CAA and Google® Street View provide travelers with exciting ways to interact with the brand. Through its partnership with Google Street View, Best Western is the first major company of its size and scale to launch a virtual reality experience for customers, setting a new industry standard and reinventing how guests view hotels.
* All Best Western and SureStay-branded hotels are independently owned and operated.
* Numbers are approximate, may fluctuate, and include hotels currently in the development pipeline.