According to an announcement by InfoPrint Solutions Company, one of the world’s largest hotel chains, the Best Western International has been successful in increasing their own brand credit card awareness and using the TransPromo Pilot to improve incremental bookings to generate increased revenues.
InfoPrint Solutions Company is a joint venture between Ricoh and IBM. This was made possible by including targeted and personalized promotions in place of earlier inserts in the quarterly rewards statements. This scheme spans North American customers of the Best Western Gold Crown Club International card.
Companies looking for opportunities to drive sales and growth through campaigns which are relevant, personalized and measurable can make use of this program which was initiated by the Chief Marketing Officer as a part of the Routes to Revenue research initiative.
Encouraging hotel guests to upgrade their membership and encouraging and promoting reward card members of the branded Best Western Mastercard are the main objectives of this eight week pilot program. The program which was carried out with 100,000 guests out of which 50,000 were the control group and the rest received promotional communications from TransPromo.
According to the scheme, guests staying at the hotel for a stipulated period of time would earn double miles and points. They could use this for gas cards, hotel stay or even airline miles. The result of this promotion was increased customers spend and stay at the hotel.
There was a five hundred percent increase in Best Western Credit Card applications from guests who received the TransPromo statement. Tammy Lucas, the marketing programs director said they were thankful to InfoPrint and CMO council for the success of this program.
