Wednesday, May 28, 2025
In an exclusive interview, Joelle Park, Senior Vice President and Chief Marketing Officer at BWH Hotels, shared insights into the brand’s dynamic loyalty strategies and how it is redefining travel rewards for today’s evolving traveler. As summer 2025 kicks off, BWH Hotels is expanding its Best Western Rewards (BWR) and WorldHotels Rewards (WHR) programs to align with changing travel behavior, increased digital engagement, and a stronger emphasis on member flexibility and value.
The 2025 BWR summer promotion, running through September 1, allows members to earn 10,000 points—equivalent to $50—after a three-night stay at participating properties in the U.S., Canada, the Caribbean Islands, or select WorldHotels locations. This promotion is tailored to summer travelers who value spontaneous adventures and meaningful experiences with a brand that supports their lifestyle. With no point expiration and no blackout dates, the program is built to offer long-term value, ensuring members can redeem rewards on their terms.
Park emphasized that BWH stands out in the crowded travel rewards space due to several differentiators. The Status Match…No Catch® program matches elite status from competitors without extra fees, granting instant elite benefits. Members also enjoy a wide array of redemption options including hotel stays, gift cards, and charitable donations. With over 62 million members, BWR and WHR offer access to 4,300+ hotels across 100+ countries, from classic Best Westerns to boutique offerings like Aiden and luxury properties in the WorldHotels Collection.
New properties are playing a significant role in boosting engagement. The addition of Soul Spring Sanctuary near Mexico City and The Dextro in San Diego brings more lifestyle-driven, experience-rich options to members. These additions reflect the brand’s effort to appeal to wellness travelers and urban explorers alike, offering both retreat and sophistication within the portfolio.
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On the tech front, BWH Hotels is leveraging digital platforms to streamline rewards use. Members can book directly and manage points through Best Western’s website or the To Go® App, while the Digital Wallet feature ensures easy access to gift cards and reward stays. These tools reduce check-in friction and boost satisfaction.
Beyond seasonal campaigns, Park highlighted the rollout of “Pay with Points” for partial redemptions, airline and car rental partnerships for faster point accrual, and improved accessibility to elite tiers. The launch of two new Best Western Rewards® Visa Signature® Credit Cards in 2024, in partnership with Mercury Financial and Visa, further enhances point-earning power and strengthens long-term loyalty growth for BWH Hotels’ global membership base.
What inspired BWH Hotels to expand the Best Western Rewards summer promotion for 2025, and how does it align with changing traveler behavior?
Summer is the perfect time to create new memories through travel, and our 2025 Best Western® Rewards (BWR) and WorldHotels Rewards℠ (WHR) summer promotion helps members keep the adventure going. Now through September 1, BWR members can earn 10,000 loyalty points, the equivalent of $50, to use towards a future stay by completing a three-night stay at any Best Western® branded hotel across the U.S., Canada, the Caribbean Islands, or any participating WorldHotels™ properties
This offer is designed for travelers who want to make the most of the summer season. Whether they’re seeking a spontaneous weekend road trip or a bucket-list outdoor adventure, these travelers value meaningful experiences from brands that support their lifestyle.
With points that never expire, no blackout dates, and a wide range of redemption options, Best Western Rewards and WorldHotels Rewards are built to support today’s travelers seeking value and quality. This summer promotion is one more way we’re helping them get the most out of every trip, while strengthening long-term engagement across our growing global loyalty base.
How is BWH differentiating its loyalty program from competitors in a crowded travel rewards market?
With over 62 million Rewards members, our award-winning program stands out from other hotel loyalty programs in several key ways.
Unlike other hotel loyalty programs that have strict expiration rules for points, BWR and WHR points never expire. This unique feature enables members to accumulate points without the pressure of expiration or risk of losing their earned value, giving them peace of mind. We know that not everyone travels for work each week, and trips can be booked years in advance, so our program takes that into account.
Plus, with our Status Match…No Catch® program, elite status from any other hotel loyalty program can be matched, free of charge. Members are granted elite-level benefits upon approval and can begin earning points at an accelerated rate from their first eligible stay.
Additionally, BWR and WHR points can be redeemed for a wide variety of rewards, including free night stays, gift cards, and even charitable donations. Members can also redeem points for stays at a wide range of BWH Hotels properties, from WorldHotels and Best Western® Hotels & Resorts, to boutique properties like Aiden®.
Another major perk is the lack of blackout dates when redeeming points for free stays. This makes it easier for our members to use their rewards, especially during peak seasons. Plus, our tiered program offers five membership levels: Blue, Gold, Platinum, Diamond, and Diamond Select.
Finally, BWR and WHR unlock a broad network of over 4,300 hotels across more than 100 countries, making it a great option for frequent travelers who want a consistent rewards program across a wide range of destinations.
What role do new hotel additions, such as Soul Spring Sanctuary and The Dextro, play in driving loyalty program engagement?
Adding properties like Soul Spring Sanctuary to WorldHotels Crafted Collection, and The Dextro to the BW Premier Collection® by Best Western is a key part of our loyalty engagement strategy, as these two hotels exemplify the diversity and depth of the ever-growing BWH Hotels portfolio.
The newly acquired WorldHotels property, Soul Spring Sanctuary, located just outside of Mexico City, is a wellness-focused retreat designed for guests looking to recharge and reconnect. It appeals to discerning travelers who prioritize sustainability, mindfulness, and immersive local experiences. The Dextro, BW Premier Collection, located in San Diego, is a standout for its stunning 360-degree views of the cityscape and thoughtfully crafted spaces that inspire both relaxation and creativity. Its proximity to top city attractions makes it ideal for both leisure and business travelers seeking comfort, style, and exceptional hospitality.
By welcoming distinctive properties like these to the BWH Hotels’ ever-growing portfolio of iconic and historic hotels, BWR and WHR members have the opportunity to explore a wide range of stays that fit their evolving lifestyles and interests.
How is BWH leveraging digital platforms and mobile technology to enhance the rewards experience this summer?
We’ve made substantial investments in improving the digital experience for our members. This includes the ability to book rewards stays directly through our website or the Best Western To Go® App, making the process of redeeming points easier and more convenient. We’ve also made it easier for members to track their points and tier status, so they can easily see how close they are to reaching the next level.
Additionally, our Digital Wallet offers a secure and convenient way for members to manage their gift cards and free night awards. Whether rewards are earned through promotions or added manually, they’re stored in one easy-to-access place on the BWR member account page. BWR members can view all their rewards, and with just a click, apply them directly to their reservation when booking on bestwestern.com. This improves efficiency with the front desk team at the time of check-in, which has a positive impact on guest satisfaction.
What long-term strategies is BWH Hotels pursuing to strengthen member retention and year-round loyalty growth beyond seasonal campaigns?
Over the last several years, both Best Western Rewards and WorldHotels Rewards have significantly evolved to enhance the member experience.
One of the most impactful updates is the introduction of “Pay with Points”, which allows guests to use a combination of points with cash to pay for stays, so it’s easier to redeem points more quickly.
To increase engagement, we have partnered with other travel companies to offer extra points for certain purchases, like renting cars or flying. These promotions allow members to accumulate points more quickly, which is a great incentive for those who travel often.
We have also made our elite status tiers more accessible with the ability to earn Gold status after just five nights. These tiers now offer perks like bonus points for stays, room upgrades (subject to availability), and access to exclusive offers, making the program even more appealing to our loyal guests.
In September 2024, BWH Hotels also launched two new Best Western Rewards® Visa Signature® Credit Cards in partnership with Mercury Financial. This partnership combines the expertise of Mercury Financial and Visa, a world leader in digital payments, with the award-winning Best Western Rewards® loyalty program. The Best Western Rewards Visa Signature Cards have been designed with a host of benefits and will provide a faster way to earn BWR points to redeem at any of the BWH Hotels across the portfolio.
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