BWA reports solid sales and loyalty program growth

Best Western Australasia has reported a stellar year in sales and accelerated growth of its Best Western Rewards loyalty program, following the release of its annual report to almost 180 hotel members this week. A financial year-end increase of 24 per cent in overall direct revenue, driven by GDS growth of 27 per cent and Internet sales exceeding 24 per cent have all contributed to the record sales performance.

Best Western Australasia’s general manager of sales and marketing, Steve Richards said the sales results were the most successful in the group’s history, with corporate business and travel management companies delivering record revenue to hotels. “We broke five month-on-month company sales records this financial year. Part of this success was through relaunching our website with enhanced search and booking features and mobile optimisation which is critical for today’s tech-savvy travellers,” he said.

The company’s overall revenue was strongly supported by a record 27 per cent increase in Best Western Rewards business, the group’s global hotel loyalty program. “Best Western Rewards has become a major focus for us in the last few years with a new strategy giving greater recognition and benefits to our members. Our program has over 22 million members globally with these numbers continuing to climb and the vast majority are booking direct with our brand and reducing our distribution costs.”

Mr Richards said loyal guests are choosing to stay longer, spend more and recommend Best Western hotels to family and friends on social media and hotel review platforms. “Research has shown that loyalty members book direct as they benefit from the lowest available rate with the added bonus of rewards points. We’ve found truth in this, with our Best Western Rewards redemptions increasing 37 percent which is encouraging to see as guests ‘earn and burn’ in the loyalty cycle.”

Best Western will soon release details of its August/September campaign to raise greater awareness of its three hotel types and give travellers a chance to win one of three holidays.

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