Best Western Hotels Loyalty Program Engagement Strategy

This case study outlines the strategies implemented by Best Western® Hotels & Resorts to enhance customer loyalty program engagement through a website personalization campaign. The digital team at Best Western® France aimed to encourage visitors to become members of the Best Western Rewards® program by tailoring offers to their specific search queries. The campaign involved creating audience segments using data from their data layer, leading to targeted pop-in messages for different visitor scenarios. These scenarios included upselling to logged-in members and incentivizing account creation for non-members. The results indicated a 12% increase in account creations, demonstrating the effectiveness of personalized messaging in improving customer engagement and experience. The study emphasizes the importance of utilizing visitor data to deliver relevant promotional messages, ultimately aiming to enhance customer satisfaction and drive revenue growth.