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• Video: Best Western: Understanding what matters most with Medallia ➜
• Press Release: TripAdvisor, Best Western sees 76% more reviews with TripAdvisor and Medallia partnership ➜
• Case Study: How Best Western uses feedback signals to make operational changes that power guest loyalty: ➜
• Press Release: HospitalityTech, Driving Loyalty with Listening: How Best Western’s Tech Investments are Redefining Customer Engagement ➜

“Medallia enables us to hold hotels accountable and help them manage their online presence directly.”

Michael Morton

VP Member Services Best Western

The partnership: Seamless synergy for hoteliers

Maybe you’ve heard the popular expression, “Work smarter, not harder.” Wise words, especially for Best Western and other busy hoteliers who value increased efficiency.

Medallia Promote for TripAdvisor focuses on integrating the TripAdvisor review form into the guest satisfaction surveys Medallia sends to recent hotel guests. As Director of Review Services at TripAdvisor, Minesh Shah, explains, “Best Western guests can easily submit a new review while they’re already engaging with the brand by taking the survey. It’s seamless for travelers – and hoteliers can collect these additional reviews without any extra effort.”

The results: Increased reviews and ratings

• 76% more reviews for Best Western: The Best Western properties collecting TripAdvisor reviews through the Medallia survey receive 76% more reviews via the partnership.
• Average rating up from 3.98 to 4.28:  The average rating for reviews collected via this partnership was 4.28 out of 5.0, compared to just 3.98 for reviews collected in other ways.

Why? Shah thinks a contributing factor is how invested the reviewer is. “With the Medallia guest satisfaction survey, you’re soliciting reviews from guests who might not have written a TripAdvisor review otherwise. Someone who is willing both to complete a survey and write a review likely is highly engaged.”

Source: TripAdvisor,  Best Western sees 76% more reviews with TripAdvisor and Medallia partnership

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TheBigMarketing.com

Best Western Marketing Strategy 2024: A Case Study

Best Western Hotels, a renowned global hospitality company founded in 1946, has consistently been at the forefront of innovative marketing strategies. With over 4700 hotels spread across different continents, Best Western understands the importance of staying competitive in the ever-evolving hospitality industry.

One of the key pillars of Best Western’s success is its robust marketing strategy, which includes a focus on brand identity, leveraging technology, and delivering exceptional guest experiences. In this case study, we will explore Best Western’s marketing initiatives and how they have helped them maintain their position as a leader in the industry.

Key Takeaways:

• Best Western Hotels has implemented a comprehensive marketing strategy to stay ahead in the competitive hospitality industry.
• By leveraging technology, such as AI-powered video creation with Lumen5, Best Western has successfully scaled its video marketing efforts.
• Best Western’s brand differentiation strategy has allowed them to cater to different customer segments through their multiple brands, including Best Western Plus, Best Western Premiere, and SureStay.
• The partnership with Medallia has helped Best Western enhance their online presence and effectively manage guest reviews, resulting in increased review volume and improved ratings.
• Travel Media Group’s marketing solutions have played a significant role in helping Best Western improve their overall marketing strategies and increase revenue.

Best Western Brands and their Differentiation

Best Western Hotels is a renowned hospitality company that encompasses a diverse range of brands, each tailored to meet the specific needs of different customer segments. With an understanding of the significance of market segmentation in the hospitality industry, Best Western has implemented effective hotel branding tactics to differentiate its brands and appeal to a wide array of guests.

Best Western Plus is one of the prominent brands under the Best Western umbrella, offering a higher level of luxury amenities and services. Guests staying at Best Western Plus hotels can enjoy upscale features, such as spacious rooms, premium bedding, and enhanced guest experiences. The brand’s commitment to providing a superior stay makes it an attractive choice for discerning travelers seeking an elevated lodging experience.

Another distinguished brand within the Best Western portfolio is Best Western Premiere. Renowned for its top-of-the-line offerings, Best Western Premiere hotels go above and beyond to ensure guest satisfaction. These hotels boast deluxe amenities, including on-site restaurants, meeting spaces, and state-of-the-art facilities. Best Western Premiere caters to the needs of business travelers and individuals seeking a sophisticated and luxurious stay.

SureStay, another brand associated with Best Western, focuses on economy-branded hotels. Targeting budget-conscious travelers, SureStay offers comfortable accommodations at affordable rates without compromising on quality or service. The brand’s commitment to providing excellent value for money has made it a popular choice among budget travelers.

In addition to these well-established brands, Best Western also offers boutique brands that cater to niche markets and specific customer preferences. These brands include Vibe, Glow, Aiden, and Sadie. Embracing unique styles and themes, these boutique brands create memorable experiences for guests seeking a distinct ambiance and personalized services.

By adopting a market segmentation approach and utilizing various hotel branding tactics, Best Western Hotels has successfully positioned itself as a versatile hospitality brand with multiple offerings catering to various customer segments. Whether guests prioritize luxury, affordability, or a unique boutique experience, Best Western’s diverse portfolio of brands ensures that their specific needs are met, thus solidifying the company’s reputation as a leader in the global hospitality industry.

Incorporating Lumen5’s AI for Video Marketing

Best Western Hotels has recognized the importance of digital marketing for hotels in staying competitive in the ever-evolving hospitality industry. As part of their innovative marketing strategy, the company has successfully integrated Lumen5’s AI technology into their video marketing efforts.

Lumen5’s AI-powered platform allows Best Western to create captivating and dynamic videos that effectively convey their brand message and engage their target audience. By utilizing this technology, Best Western has been able to enhance their digital presence and capture the attention of potential guests.

With Lumen5, Best Western can create new videos from scratch or upgrade existing ones, ensuring a consistent brand identity across their various brands within the company. This consistency helps to reinforce Best Western’s positioning in the market and establish brand loyalty among their customers.

Furthermore, the partnership with Lumen5 has expanded Best Western’s video creation capabilities, enabling them to produce high-quality videos at scale. These videos can be shared across multiple platforms, including social media channels and their website, maximizing their reach and impact.

By incorporating Lumen5’s AI technology into their video marketing strategy, Best Western stays ahead of the hospitality industry trends. With the increasing popularity of video content, especially among younger travelers, this integration allows Best Western to effectively communicate with their target audience and drive engagement.

Partnership with Medallia for Online Reviews

Best Western Hotels, a leader in the hospitality industry, has formed a strategic partnership with Medallia to enhance its online presence and effectively manage guest reviews. This collaboration has allowed Best Western to create a seamless experience for its guests, enabling them to submit reviews easily while engaging with the brand.

Through the integration of the TripAdvisor review form into Medallia’s guest satisfaction surveys, Best Western hotels have experienced a significant increase in reviews and ratings. This partnership has resulted in a 76% surge in reviews and an improved average rating of 4.28 out of 5 for Best Western hotels.

This collaboration demonstrates Best Western’s commitment to delivering exceptional guest experiences and leveraging innovative strategies in hotel revenue management. By utilizing Medallia’s platform, Best Western has been able to gather valuable feedback from its guests, address any concerns promptly, and continuously enhance its services to meet and exceed customer expectations.

The partnership with Medallia has significantly influenced Best Western’s hospitality industry strategy by utilizing cutting-edge technologies to optimize revenue and drive growth. By actively managing and responding to online reviews, Best Western has strengthened its brand image, gained the trust of potential guests, and enhanced its overall reputation in the market.

Travel Media Group’s Marketing Solutions

Travel Media Group is a trusted partner in the hospitality industry, providing comprehensive marketing solutions to hotels, including Best Western. With a focus on enhancing hotel marketing strategies and driving revenue growth, Travel Media Group offers a range of services designed to increase market visibility, boost occupancy rates, and reduce OTA fees.

Solutions for Reputation Management

One vital aspect of Travel Media Group’s offerings is reputation management . The company helps hotels monitor and respond to guest reviews across various platforms, including TripAdvisor, Google, and OTAs. By actively engaging with guest feedback, hotels can address concerns, showcase their commitment to guest satisfaction, and build a positive online reputation.

Review Response Services

Travel Media Group specializes in review responses, ensuring that hotels provide professional and personalized replies to guests’ reviews. By crafting thoughtful responses to both positive and negative feedback, hotels can demonstrate their dedication to guest experience and maintain a strong brand image.

Social Media Marketing

In the digital age, social media plays a crucial role in hotel marketing. Travel Media Group helps hotels develop effective social media strategies, leveraging platforms like Facebook, Instagram, and Twitter to engage with potential guests, share compelling content, and drive direct bookings.

Website Optimization

A well-designed and user-friendly hotel website is essential for attracting and converting potential guests. Travel Media Group provides website optimization services, ensuring that hotel websites are visually appealing, easy to navigate, and optimized for search engines. This allows hotels to maximize their online visibility and increase direct bookings.

Multi-Channel Advertising

Travel Media Group employs a multi-channel approach to hotel advertising, targeting various online and offline channels to reach a broader audience. By utilizing a combination of digital marketing, print media, and targeted campaigns, hotels can increase their reach, generate brand awareness, and drive more bookings.

It is important for hotels, especially those like Best Western, to partner with marketing experts like Travel Media Group to stay competitive in today’s ever-evolving hospitality industry. With their comprehensive solutions for reputation management, review responses, social media marketing , website optimization, and multi-channel advertising, Travel Media Group empowers hotels to drive revenue growth and achieve long-term success.

The Power of Social Media Engagement

Social media engagement plays a crucial role in Best Western’s marketing strategy. By actively interacting with guests and potential customers on platforms like Facebook, Instagram, and Twitter, Best Western can build brand loyalty, generate positive reviews, and drive direct bookings. Through engaging content, targeted ads, and personalized messaging, Best Western effectively utilizes social media to stay connected with their audience and stay ahead in the competitive hospitality industry.

Building Brand Loyalty

Best Western understands that social media is not just a means of promotion, but also a way to build a loyal community of followers. By consistently sharing valuable content, responding promptly to comments and messages, and fostering meaningful conversations, Best Western establishes a strong brand presence and cultivates a sense of authenticity and trust.

Generating Positive Reviews

Positive reviews are invaluable in the hospitality industry. Through social media engagement, Best Western encourages guests to share their positive experiences and provide feedback. These reviews serve as social proof and influence potential customers’ decision-making process, driving them to choose Best Western hotels over competitors.

Driving Direct Bookings

Social media engagement also serves as a powerful tool for driving direct bookings. By highlighting exclusive offers, promotions, and packages, Best Western entices followers to book directly through their website or other direct channels, ultimately reducing dependence on third-party platforms and increasing profit margins.

Staying Ahead in a Competitive Industry

The hospitality industry is highly competitive, and social media provides an avenue for Best Western to stay ahead of the curve. By closely monitoring industry trends, engaging with influencers, and leveraging user-generated content, Best Western ensures that their social media presence remains fresh, relevant, and appealing to their target audience.

Maximizing the Impact of Hotel Websites

Best Western Hotels recognizes the significant role that well-designed and user-friendly websites play in attracting and converting potential guests. Through strategic hotel branding tactics and digital marketing for hotels, Best Western creates vanity hotel websites that showcase the unique features and offerings of each brand.

These websites are meticulously optimized for search engines, ensuring maximum visibility and improved organic traffic. By implementing effective search engine optimization (SEO) techniques, Best Western maximizes its online presence and reaches a wider audience.

Best Western’s hotel websites provide a seamless booking experience, allowing potential guests to easily navigate and make reservations. The informative content presented on these websites highlights the distinctive qualities of each brand, captivating visitors with captivating descriptions, enticing visuals, and compelling storytelling.

Visually appealing layouts and interactive features further enhance the user experience, stimulating interest and encouraging potential guests to explore the hotel offerings in more detail. By incorporating user-friendly interfaces and intuitive navigation, Best Western ensures that visitors can effortlessly find the information they need to make informed booking decisions.

To complement the visually appealing design and informative content, Best Western’s websites feature integrated booking engines that streamline the reservation process. This efficient and convenient booking system helps drive direct bookings, reducing reliance on third-party travel platforms and increasing revenue.

Furthermore, Best Western’s hotel websites are optimized for mobile devices, recognizing the increasing reliance on smartphones and tablets for travel research and booking. Mobile-responsive designs ensure a seamless and enjoyable user experience across various devices, capturing potential guests at every touchpoint.

The hotel branding tactics and digital marketing for hotels employed by Best Western significantly enhance the impact of their websites. By leveraging the power of well-designed websites optimized for search engines, Best Western attracts and converts potential guests, establishing a strong online presence and driving direct bookings.

Reputation Management for Enhanced Guest Perception

Best Western understands the significance of reputation management in shaping guest perception and influencing booking decisions. By actively monitoring and promptly responding to reviews on popular platforms like TripAdvisor, Google, and OTAs, Best Western demonstrates their commitment to guest satisfaction and addresses any concerns that may arise. They appreciate positive feedback and take the opportunity to highlight their dedication to providing exceptional service.

This proactive approach helps Best Western build trust and credibility among potential guests, especially in today’s age where online reviews heavily influence travel choices. By engaging with guests in a meaningful way and showcasing their commitment to guest experiences, Best Western establishes a reputation that enhances guest perception and fosters loyalty.

Furthermore, reputation management allows Best Western to gain valuable insights into guest preferences and identify areas for improvement. This feedback loop enables them to continually refine their services and elevate the overall guest experience.

The Importance of Hotel Branding Tactics

Effective reputation management is closely tied to hotel branding tactics. By consistently delivering on their brand promise and exceeding guest expectations, Best Western creates a positive brand image that resonates with different customer segments.

Through targeted marketing and communication efforts, Best Western ensures that their brand message aligns with the unique needs and desires of each guest segment. They understand the importance of market segmentation in hospitality and tailor their branding strategies accordingly.

Personalized Market Segmentation in Hospitality

Best Western’s market segmentation approach allows them to effectively engage with diverse customer segments and cater to their specific preferences. By understanding the different needs of business travelers, leisure vacationers, and other niches, they can tailor their marketing campaigns and services to align with each segment’s expectations.

This personalized approach to market segmentation also extends to reputation management. Best Western recognizes that different guests have different expectations and respond to different forms of communication. By understanding these nuances and adapting their reputation management strategies accordingly, they can better connect with guests on platforms they trust and value.

Leveraging Review Responses for Brand Image

Best Western Hotels understands the power of review responses in shaping their brand image. By promptly and professionally responding to guest reviews, whether positive or negative, they showcase their commitment to addressing guest concerns and providing exceptional service. This proactive approach not only helps in managing their online reputation but also fosters a sense of transparency and accountability, further enhancing their brand image.

When guests feel heard and acknowledged, they are more likely to perceive Best Western as a hotel that values their feedback and strives for continuous improvement. By demonstrating a willingness to address any issues or concerns raised in reviews, Best Western showcases their dedication to guest satisfaction and a genuine desire to provide the best possible experience.

Timely review responses also display transparency to potential guests. By publicly addressing both positive and negative feedback, Best Western reinforces their commitment to authentic guest experiences and validates the trust they have cultivated with their audience.

The Power of Personalized Responses

Best Western Hotels recognizes that personalized review responses can leave a lasting impression on guests. By addressing reviewers by name and referencing specific details from their stay, Best Western shows that they value their guests as individuals and are attentive to their needs.

A personalized response acknowledges the time and effort guests put into leaving a review, creating a sense of gratitude and appreciation. This personal touch not only strengthens the bond between Best Western and their guests but also resonates with potential customers who see the brand’s commitment to providing a personalized and exceptional experience.

Turning Negative Reviews into Opportunities

Negative reviews are an opportunity for Best Western Hotels to showcase their commitment to exceptional service. By responding promptly and empathetically to negative feedback, they can address any concerns and offer a resolution. This demonstrates their willingness to go above and beyond to rectify any issues and ensure guest satisfaction.

Responding professionally to negative reviews also allows Best Western to showcase their transparency and commitment to learning from mistakes. Taking responsibility and offering proactive solutions not only helps in resolving the specific issue but also creates a positive perception among potential guests, who can see how the brand handles challenges with grace and care.

Best Western’s strategic approach to review responses not only manages their online reputation effectively but also enhances their brand image. By incorporating personalized and empathetic responses, they build trust and loyalty among guests, while turning negative reviews into opportunities to showcase their commitment to exceptional service.

Innovative Marketing Strategies for Specialized Brands

Best Western’s specialized brands, Aiden and Sadie, are continuously implementing innovative marketing strategies to attract their target audience. These strategies go beyond traditional methods, ensuring that their brands stand out in the competitive hospitality industry.

One of the main tactics employed by Aiden and Sadie is hosting themed events that resonate with their target market. From seasonal celebrations to unique cultural experiences, these events create a sense of exclusivity and offer guests a memorable stay. By curating these immersive experiences, Aiden and Sadie differentiate themselves from other hotels, attracting guests who seek authentic and personalized experiences.

The brands also collaborate with local businesses to provide guests with curated packages that showcase the destination’s best offerings. Whether it’s a bespoke tasting tour of local wineries or a wellness retreat in partnership with a nearby spa, these collaborations add value to the guest experience and foster a sense of community support. By partnering with local businesses, Aiden and Sadie tap into the local culture and offer guests an authentic taste of their destination.

Aiden and Sadie also leverage the power of social media influencers to promote their brands. By partnering with influencers who align with their brand values and target audience, they can reach a wider demographic and increase brand awareness. Through engaging visual content and authentic storytelling, these influencers expose their followers to the unique features and offerings of Aiden and Sadie, enticing them to book a stay.

Themed Events at Aiden

Aiden takes pride in creating themed events that transport guests to a different world. From a 1920s speakeasy party to a beachside luau, these events create a sense of nostalgia and excitement.

Curated Packages at Sadie

Sadie’s curated packages offer guests unique experiences that highlight the best of the destination. These packages include exclusive access to local attractions, personalized tours, and tailored dining experiences.

By implementing these innovative marketing strategies, Aiden and Sadie offer guests unique and compelling experiences that set them apart from other hotels in the industry. Through themed events, collaborations with local businesses, and influencer partnerships, Aiden and Sadie continuously attract their target audience and position themselves as leaders in the specialized hospitality sector.

Increasing Revenue through Market Segmentation

Best Western Hotels understands the importance of market segmentation in the hospitality industry strategy to maximize revenue and drive business growth. By targeting specific customer segments through personalized marketing campaigns and tailored experiences, Best Western can effectively cater to different needs and preferences, ultimately increasing occupancy rates, room bookings, and revenue.

Through strategic market segmentation, Best Western leverages its deep understanding of customer behavior and preferences to create targeted marketing initiatives. By identifying key market segments and their unique characteristics, Best Western can develop personalized offers, promotions, and experiences that resonate with the specific needs and desires of each segment.

Market segmentation allows Best Western to optimize its revenue management strategies by tailoring pricing and packaging to match the value proposition perceived by each customer segment. By identifying high-value segments willing to pay for premium services, Best Western can strategically allocate resources and focus its efforts on attracting and retaining these customers.

For example, Best Western may target business travelers with exclusive amenities such as dedicated workspaces, complimentary Wi-Fi, and access to business centers. On the other hand, the brand may cater to leisure travelers with family-friendly accommodations, recreational facilities, and special offers for local attractions.

By understanding the specific needs and preferences of different market segments, Best Western can position its various brands and offerings accordingly, creating a diversified portfolio that caters to a wide range of customers. This approach not only optimizes revenue but also strengthens customer loyalty and brand recognition within each targeted segment.

Effective Market Segmentation Strategies for Best Western Hotels:

• Conduct market research to identify key customer segments and their unique characteristics.
• Create personalized marketing campaigns and experiences tailored to the needs of each segment.
• Leverage data analytics to gain insights into customer behavior and preferences.
• Develop targeted offers, promotions, and packages to attract and retain high-value segments.
• Optimize revenue management through strategic pricing and packaging strategies.
• Continuously monitor and evaluate market trends and adjust segmentation strategies accordingly.

By implementing effective market segmentation strategies, Best Western Hotels can position itself as a leader in the hospitality industry, attracting and retaining customers from diverse market segments. As market dynamics evolve, Best Western continues to adapt its revenue management strategies to ensure continued success in driving revenue and delivering exceptional guest experiences.

Best Western Hotels has successfully implemented a forward-thinking marketing strategy that encompasses innovative technologies, strategic partnerships, and tailored approaches for their diverse range of brands. By prioritizing brand identity, guest satisfaction, and revenue optimization, Best Western has solidified its position as a formidable player in the highly competitive hospitality industry.

Through their continuous adaptation and utilization of industry trends, Best Western is well-prepared for success in 2024 and beyond. By capitalizing on emerging technologies and staying ahead of customer expectations, they have positioned themselves as a leader in the market.

With their customer-centric approach, Best Western’s marketing strategy reflects their commitment to providing exceptional experiences for their guests. By leveraging innovative solutions, strategic partnerships, and staying up-to-date with hospitality industry trends, Best Western has set a high standard for marketing excellence. As they continue to evolve and adapt, Best Western is poised for continued growth and success in the years to come.

What is the marketing strategy of Best Western Hotels in 2024?

What are the different brands under best western hotels, how does best western hotels incorporate lumen5’s ai for video marketing, what is best western’s partnership with medallia for online reviews, how does travel media group assist hotels like best western in their marketing strategies, how does best western utilize social media engagement in their marketing strategy, how does best western maximize the impact of their hotel websites, how does best western prioritize reputation management, how does best western leverage review responses to enhance their brand image, what innovative marketing strategies does best western implement for their specialized brands, how does best western increase revenue through market segmentation, related posts.

Editorial Team

Bharat petroleum marketing strategy 2024: a case study, bhp marketing strategy 2024: a case study.

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• Best Western turned to Medallia with a goal to deepen guest engagement and improve its social reputation
• With more than 4,000 properties located around the world, the hospitality giant relies on Medallia take charge of its reputation online — Best Western properties using the platform generate 64% more reviews and score 30% higher on TripAdvisor
• In the 10 years since it began using Medallia, Best Western has seen Net Promoter Score® (NPS) double

Customer Care Improvements at Best Western

The challenge.

In 2016, Mursion partnered with Best Western® Hotels and Resorts to help one of the world’s largest hotel chains reach its vision to “lead the industry in superior customer care.” After field testing the Mursion virtual simulation platform, Best Western integrated simulations into its “I Care – Every Guest, Every Time” program, a site-based training program designed to improve guest interactions throughout the guest’s hotel stay.

The Solution

Delivered directly to all of Best Western’s North American properties by a team of 42 regional training coaches called regional services managers, the program emphasizes problem resolution, an area of customer service that challenged many Best Western sites according to customer feedback data provided to Best Western by Medallia, Inc. No role faced greater customer service challenges than that of front desk clerks, who have to manage the short tempers and high demands of tired and often frustrated business travelers every day. Best Western’s front desk training included the following:

• Training Module: Each front desk staff member participates in a module that is delivered by a regional services manager focused on how to implement Best Western’s service standards, while going above and beyond the call of duty for every customer.
• Live Simulation: Each front desk staff person participates in 1-2 live virtual simulations with Mursion, in which they interact with avatar-based characters that present challenging issues that mimic real-life customer problems.
• After-Action Review: Immediately following the simulation sessions, regional service managers and general managers deliver standards-based feedback to front desk staff, and the team reflects on how to better handle similar problems moving forward.

“Results from the program are staggering. Hotels that received the training experienced the highest short term gains in customer satisfaction that Best Western has ever measured in such a short period of time.”

– Bruce Weinberg, VP of Operations at Best Western

Customer Benefit

Initial results of the program based on the first cohort of 380 hotels who received this training, demonstrate that Mursion is delivering on its promise to transform customer service. As Best Western recently reported, “Results from the program are staggering. Hotels that received the training experienced the highest short-term gains in customer satisfaction that Best Western has ever measured in such a short period of time.” The average cost to design and deliver the simulations driving these extraordinary outcomes was less than $165 per hotel.

• Hotels experienced an average of 2-5% gains in post-stay guest satisfaction survey ratings compared to flat rates for non-participating hotels.
• Gains were strongest for problem resolution (5.1%), the main focus of the simulation-based training. 97% of hotels reported being highly satisfied with the training.
• Best Western credits Mursion for helping them to sweep the upper midscale in midscale brands in nearly every customer service category, including “helpful and courteous service” (Business Traveler News, 2017).

Based on the success of the first phase of the project, Best Western and Mursion are currently planning a second phase of training that will include simulations for front desk staff on how to better serve Best Western Rewards members. The front desk agents “actually are being tested while learning in a much more fun environment,” said Best Western Hotels & Resorts Chief Marketing Officer and SVP Dorothy Dowling.

Results from the program are staggering. Hotels that received the training experienced the highest short term gains in customer satisfaction that Best Western has ever measured in such a short period of time. Bruce Weinberg, VP of Operations Best Western

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Home Resources Case Studies How Best Western® Hotels & Resorts Increased Loyalty Program Engagement

Case Studies

How Best Western® Hotels & Resorts Increased Loyalty Program Engagement

12% Increase in account creations

3 Audience segments

The American-based Best Western® Hotels & Resorts brand has been a leader in the hospitality industry for over 70 years, with a global network of 4,200 hotels in more than 100 countries and territories. With a strong presence in France, the group reported an annual revenue of 2.2 billion dollars in 2017. They have been an AB Tasty client since March, 2017

For hotel brands like Best Western® Hotels & Resorts, customer loyalty is paramount; they aim to create a long-lasting relationship with each client. One of the ways to foster this kind of engagement is through an online membership community. For example, as a Best Western Rewards® member, customers can log in and benefit from discounts and other perks, like free stays, complimentary breakfasts, and upgrades.

The digital team at Best Western® France was looking for a way to encourage visitors to become members, use their accounts, and especially to take advantage of one of their discounts applicable to visits of two nights or longer. They decided the best way to do this would be to run a website personalization campaign using AB Tasty.

Personalization Campaign Idea

The team had an elegant idea: an internet user would be more likely to join the Best Western Rewards® program if they were shown offers directly relevant to their search query. For this, the team simply needed to create appropriate audience segments in AB Tasty using data from their data layer. Since their main goal was to encourage visitors to use or create their membership account, they opted for the following scenarios:

— Upsell scenario : Trigger a pop-in to visitors who were logged in to their membership accounts and looking for a one-night stay, with an incentive to prolong their visit — Encourage Best Western Rewards® account creation : Trigger a pop-in to visitors who were not logged in to a membership account and looking for at least a two-night stay, with a special promotional offer available only with a Rewards Account — Upsell and account creation : Trigger a pop-in to visitors who were not logged in to a membership account and looking for a one-night stay, with an incentive to create an account and prolong their stay

This way, the digital team could show discounts only to visitors who were eligible for them, making the browsing experience more relevant, and encouraging non-members to sign up. By promoting incentives and reduced rates for longer visits, they also aimed to increase revenue. In other words: they pushed the right message to the right website visitor at the right time.

The results showed that this kind of personalized messaging can have big effects on engagement. The most successful scenario turned out to be the second one, with around 12% more Best Western Rewards® program sign-ups originating from this campaign. Unsurprisingly, it was easier to convince visitors to sign up for a free account to receive an incentive than to add an extra night’s stay! In addition, the team was able to say that they created a smoother, more relevant customer experience, by only showing promotional messages relevant to each visitor.

Takeaway Tip

Take advantage of your visitor data to create relevant, personalized messages. Not only will you create a more pleasant browsing experience, you’ll increase the number of ways you can increase engagement, transactions, and revenue, all the while optimizing an existing client scenario.

Craft experiences that wow!

Get your copy of "How Best Western® Hotels & Resorts Increased Loyalty Program Engagement" now.

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Best Western

At best western, even corporate it can get a good night’s sleep.

“We have reservations coming in through the internet, through third party travel agencies, as well as local traffic. In centralizing that information, which includes credit card and PII [personally identifiable information], we had to make sure we had the appropriate security processes in place. Having a global solution was important to us.”

– Harold Dibler,  Vice President of Technology, Best Western Hotels and Resorts

Best Western Hotels and Resorts (BW) is an internationally recognized hospitality chain, with 2,200 properties in the U.S. and about 4,000 around the world. Because each BW property operates independently, managing network security was a challenge. After noticing an increase in social engineering at the hotels—and varying levels of success in combatting the issue—BW directed all hotels in North America to deploy the Fortinet Security Fabric. In doing so, the affiliate hotels gained a host of additional threat protection features, alongside the traditional firewall protection.

Keeping Hotels Independent and Secure

“We require [affiliates] to be compliant, but we have to be more proactive, making sure we enforce it, as opposed to just auditing it. Also, we need to be able to talk to our executive management board to make sure they understand the business impact, not just the technology.” -- Harold Dibler, Vice President of Technology, Best Western Hotels and Resorts

Business Impact

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Rainstorms impacts on water, sediment, and trace elements loads in an urbanized catchment within Moscow city: case study of summer 2020 and 2021

• Published: 07 December 2022
• Volume 151 , pages 871–889, ( 2023 )

Cite this article

• Sergey Chalov   ORCID: orcid.org/0000-0002-6937-7020 1 , 2 ,
• Vladimir Platonov 1 ,
• Oxana Erina 1 ,
• Vsevolod Moreido 1 , 3 ,
• Mikhail Samokhin 1 ,
• Dmitriy Sokolov 1 ,
• Maria Tereshina 1 ,
• Yulia Yarinich 1 &
• Nikolay Kasimov 1  

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In 2020 and 2021, the city of Moscow, Russia, has experienced two historical rainfall events that had caused major flooding of small rivers. Based on long-term observation datasets from the surrounding weather stations, regional mesoscale COSMO-CLM climate model results, and a detailed hydrological and water quality monitoring data, we performed a pioneer assessment of climate change and urbanization impact on flooding hazard and water quality of the urban Setun River as a case study. Statistically significant rise of some moderate ETCCDI climate change indices (R20mm and R95pTOT) was revealed for the 1966–2020 period, while no significant trends were observed for more extreme indices. The combined impact of climate change and increased urbanization is highly non-linear and results in as much as a fourfold increase in frequency of extreme floods and shift of water regime features which lead to formation of specific seasonal flow patterns. The rainstorm flood wave response time, involving infiltrated and hillslope-routed fraction of rainfall, is accounted as 6 to 11 h, which is more than twice as rapid as compared to the non-urbanized nearby catchments. Based on temporal trends before and after rainfall flood peak, four groups of dissolved chemicals were identified: soluble elements whose concentrations decrease with an increase in water discharge; mostly insoluble and well-sorted elements whose concentrations increase with discharge (Mn, Cs, Cd, Al); elements negatively related to water discharge during flood events (Li, B, Cr, As, Br and Sr); and a wide range of dissolved elements (Cu, Zn, Mo, Sn, Pb, Ba, La, Cs, U) which concentrations remain stable during rainfall floods. Our study identifies that lack of research focused on the combined impacts of climate change and urbanization on flooding and water quality in the Moscow urban area is a key problem in water management advances.

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Field studies were supported by Russian Science Foundation project 19–77-30004. The analytical experiments were done under Ministry of Science and Higher Education of Russian Federation project 075–15-2021–574. COSMO-CLM model setup is a part of RFBR project 21–55-53039. The methodology of this study is developed under the Interdisciplinary Scientific and Educational School of Lomonosov Moscow State University «Future Planet and Global Environmental Change» and Kazan Federal University Strategic Academic Leadership Program (“PRIORITY-2030”). The research is carried out using the equipment of the shared research facilities of HPC computing resources at Lomonosov Moscow State University. Streamflow patterns analysis was carried out under Governmental Order to Water Problems Institute, Russian Academy of Sciences, subject no. FMWZ-2022–0003, project 3.7.

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Faculty of Geography, Lomonosov Moscow State University, Leninskie Gory, 1, 119991 GSP-1, Moscow, Russia

Sergey Chalov, Vladimir Platonov, Oxana Erina, Vsevolod Moreido, Mikhail Samokhin, Dmitriy Sokolov, Maria Tereshina, Yulia Yarinich & Nikolay Kasimov

Kazan Federal University, Kremlevskaya St., 18, 420008, Kazan, Russia

Sergey Chalov

Institute of Water Problems of the Russian Academy of Sciences, Gubkina Str., 3, 119333, Moscow, Russia

Vsevolod Moreido

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Contributions

Conceptualization, original draft preparation—Sergey Chalov; numerical experiments conducting and evaluation, precipitation data analysis, writing—Vladimir Platonov; the rainfall-runoff patterns analysis—Vsevolod Moreido; methodology, validation, writing—Oxana Erina, Dmitriy Sokolov, Maria Tereshina, Mikhail Samokhin; precipitation data preparation and visualization—Yulia Yarinich; review, editing—Nikolay Kasimov. All authors have read and agreed to the published version of the manuscript.

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Chalov, S., Platonov, V., Erina, O. et al. Rainstorms impacts on water, sediment, and trace elements loads in an urbanized catchment within Moscow city: case study of summer 2020 and 2021. Theor Appl Climatol 151 , 871–889 (2023). https://doi.org/10.1007/s00704-022-04298-9

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Received : 31 August 2022

Accepted : 23 November 2022

Published : 07 December 2022

Issue Date : January 2023

DOI : https://doi.org/10.1007/s00704-022-04298-9

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Case Western Reserve University students hope to maintain pro-Palestinian encampment for another night

A student organizer of a pro-Palestinian demonstration at Case Western Reserve University says students will seek permission to continue an encampment on the campus oval.

Jad Oglesby, a senior and vice president of the CWRU chapter of Students for Justice in Palestine, said students camped overnight Monday on the Kelvin Smith Library Oval after they reached an agreement with administrators.

“We had roughly 40 to 50 students in camp here overnight during their finals week,” said Oglesby.

Earlier in the day, students tried to set up tents on the grassy lawn but were rebuffed by campus police.

Oglesby said students met with CWRU administrators Monday seeking permission for the encampment.

“It took multiple kind of instances of conversations throughout the day,” he said. “Eventually they trusted their own students to be able to camp out overnight. So they allowed us to get our tents. It turned out really well.”

Oglesby described a calm scene Monday night at the oval.

“It was a time of fellowship and community. A lot of the students came together and played cards, joked and reflected on the day that they witnessed and the moment that they're currently a part of,” he said.

Student demonstrators have set up encampments on campuses across the country, demanding a cease-fire in the Israel-Hamas war and disinvestment from Israel.

At Columbia University in New York City, protesters took over a campus building early Tuesday after university officials suspended students who had refused to leave a pro-Palestinian encampment. The university closed the campus to everyone but students who live in one of the seven campus dorms and employees who provide essential services, according to The New York Times .

Last week, Columbus police broke up a large demonstration at Ohio State University and arrested 35 people for criminal trespass after protesters sought to set up tents on the South Oval at the university’s main campus. OSU President Ted Carter defended the arrests saying, “Ohio State’s campus will not be overtaken in this manner.”

At CWRU, events Tuesday on the KSL Oval will include “liberation yoga,” “anti-Zionist study breaks,” poetry readings and meditations. Oglesby said university officials did not say whether the demonstrators would be allowed to camp out Tuesday night.

“We have no confirmation at the moment,” he said. “We’ll still be working on that.”

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New ITU case study maps the Moscow ‘smart city’ journey

Moscow reports experience with Key Performance Indicators for Smart Sustainable Cities

A new ITU case study offers an evaluation of Moscow’s progress in meeting the objectives of its ‘smart city’ strategies and the United Nations Sustainable Development Goals (SDGs). The case study ,  Implementing ITU-T International Standards to Shape Smart Sustainable Cities: The Case of Moscow , was undertaken using the Key Performance Indicators (KPIs) for Smart Sustainable Cities developed by the  United for Smart Sustainable Cities (U4SSC) initiativ e .

The ITU case study traces Moscow’s smart city journey from its origins in Moscow’s  Information City  strategy launched in 2011 to its successor the  Smart Moscow 2030  strategy. It highlights the role of Moscow’s Government in coordinating the implementation of a wide array of smart city projects in the city and how these projects have substantially improved the quality of life for city residents. The report assesses Moscow’s smart city performance using U4SSC indicators that measure impact on three dimensions: the economy, environment and society & culture.

Information and communication technology (ICT) is a recognized key contributor to the Moscow economy. Building on its strengths and maintaining ICTs as a strategic lever, Moscow has adopted vibrant policies for ICT development and proliferation. These aspects are clearly reflected in the good performance by Moscow, as presented in the report, within the sub-dimensions of “ICT” and “Productivity”.

The case study also serves as a valuable reference point to other cities in Russia and Commonwealth of Independent State countries – as well as to cities around the world pursuing greater efficiency and sustainability. ITU standardization experts responsible for the refinement of the Key Performance Indicators will also find the case study to be valuable.

RELATED: Dubai reports results from implementing ITU’s Key Performance Indicators for Smart Sustainable Cities

“Home to more than 12 million people, Moscow is the largest urban area on the European continent,” said ITU Secretary-General Houlin Zhao. “Considering the size of Moscow and its population, this case study offers a unique set of lessons learned for other cities around the world developing a ‘smart city’ strategy. I commend Moscow’s leaders for their efforts to share these experiences and this knowledge with the international community, towards creating a ‘smart’ world for everyone, everywhere.”

“Moscow has made a rapid smart city journey from 2011 and we are keen on keeping up with the pace. No matter whether it is Moscow, Singapore or Barcelona – every city has the same task to make their residents’ lives enjoyable, safe and comfortable,” said Strategy and Innovations Advisor to the Chief Information Officer of Moscow, Andrey Belozerov. “We are happy to contribute to this research as it is important to develop universal metrics to access city performances all around the world.”

The findings of the case study will feed into the work of ITU’s Telecommunication Standardization Sector (ITU-T)  Study Group 20 , the expert group leading the development of ITU standards for the Internet of Things and smart cities. These standards assist in optimizing the application of ICTs within smart cities, in addition to supporting efficient data processing and management.

RELATED: New ITU case study shares insight into Singapore’s ‘Smart Nation’ strategy

The findings will also be taken up by the U4SSC initiative, which advocates for public policy to ensure that ICTs, and ICT standards in particular, play a definitive role in the transition to Smart Sustainable Cities. U4SSC also promotes the adoption of international standards in reaching the United Nations Sustainable Development Goals and the reporting of associated experiences.

The Moscow case study follows prior smart city case studies of Dubai and Singapore. These have made valuable smart cities experiences and knowledge available to other cities around the world. This reporting also solicits feedback that helps cities to refine their smart city strategies.

U4SSC has developed a  ‘Collection methodology for the Key Performance Indicators for Smart Sustainable Cities’  to guide cities in their collection of core data and information necessary to assess  their progress in becoming a Smart Sustainable City. It is supported by 16 United Nations bodies, including ITU, and is open to the participation of all stakeholders interested in driving smart city innovation.

The collaboration encouraged by U4SSC has led more than 50 cities to measure their smart city strategies using the U4SSC’s KPIs for Smart Sustainable Cities, which are based on the ITU international standard,  ITU Y.4903/L.1603 “Key Performance Indicators for Smart Sustainable Cities to assess the achievement of Sustainable Development Goals” .

This ITU News story was originally distributed as an ITU press release. For more ITU press releases, see the  ITU Media Centre . 

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