Award-Winning Loyalty Program Enhances Member Benefits with Innovative Chat Bot and Other New Features


PHOENIX, AZ (October 2, 2018) – Best Western Rewards (BWR®) has grown from 180,000 members to more than 35 million since its inauguration in 1988. Over the last three decades, BWR has demonstrated its commitment to responding and delivering to the needs and wants of today’s travelers. It is now recognized as an award-winning loyalty program that has earned a spot as a top innovator in the industry, achieving a top five ranking for the sixth consecutive year in U.S. News & World Report’s 2017-2018 Best Hotel Rewards Programs.

With each year, BWR raises the bar on program enhancements and member experiences based on the voice of our valuable customers by developing innovative benefits and features. Announced today during the 2018 Best Western North American Convention and Global Conference were several new additions to BWR, including:

BWR Chat Bot The BWR Chat Bot, will be used to not only enhance communication of the benefits for BWR members, but further raise overall awareness and visibility to the rewards program for all guests. The innovative platform will be an easy-to-reach customer interaction tool on Facebook’s Messenger platform. Best Western has been recognized as a first-mover in the AR/VR space, and the BWR Chat Bot is the latest example of the brand embracing artificial intelligence to elevate the guest experience and set a new standard in hospitality.

Points for Dining – Members will be able to earn BWR points while dining at any of the 11,000+ network restaurants in the U.S., and soon to be in Canada as well. This new program benefit will enable members to earn BWR points even when they’re not traveling, allowing BWR members to accumulate even more points that they can use toward free nights and other redemption options.

Points as Cash –This innovative new offering, BW Rewards Pay, will enable BWR members to instantly redeem their points as cash through their smartphone mobile wallets at all merchants accepting Apple Pay/Google Pay. Members will be able to instantly redeem BWR points for the things that today’s travelers want most, making Best Western Rewards currency even more valuable. Sample of options include, but are not limited to, purchases made at Starbucks, The Apple Store, Best Buy, Macy’s, Walgreens and Trader Joe’s.

“Since BWR’s revamp in 2017, we have done everything possible to remain a frontrunner in the loyalty space, avidly listening to our customers and tailoring our program to deliver the richest rewards in the industry,” said Senior Vice President and Chief Marketing Officer Dorothy Dowling. “The introduction of these new features, including the BWR Chat Bot, is a continuation of our efforts to deliver the benefits that today’s travelers are looking for, and we look forward to these offerings further enhancing the guest experience.”

For more information on Best Western Rewards and/or to sign up, please visit


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 13 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®, Sadie HotelSM, Aiden HotelSM, 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.