Hospitality Marketing – Using Loyalty Programs to Build Brand Preference
Here’s an Idea!
Calling all Hospitality Marketers in the Phoenix Metro Area!
You need to be at this event!
April 23, 2008
11:30 AM – 01:00 PM Arizona Time
| Main Location: Phoenix Country Club 2901 N 7th St Phoenix, AZ 85014 |
| RSVP By: Apr 22, 2008 10:00 PM Arizona Time |
|
Best Western International’s loyalty program, Gold Crown Club International (GCCI), has more than 7.6 million members in North America and 8.5 million members globally who seek out Best Western when traveling. The key benefit that sets GCCI apart from its competitors is its global reach as members can earn and redeem points at nearly 4,000 properties in 80 countries. This year marks the 20th anniversary of GCCI and Best Western is celebrating by offering special rewards and recognition to its best customers, plus incentives to attract additional customers to the brand. Over the past 20 years GCCI has evolved to anticipate customer demand. For example, Best Western is the first and only lodging company to introduce customized loyalty programs starting with its NASCAR-themed Speed Rewards. Staying relevant to customers requires a commitment to setting strategy, ongoing customer research and an investment of time and resources. Renee Ryan, vice president of marketing for Best Western will give you a behind-the-scenes look at how its loyalty program builds brand preference for the World’s Largest Hotel Chain.
Marketing Professionals Will Learn
About Best Western International Best Western International is THE WORLD’S LARGEST HOTEL CHAIN®, providing marketing, reservations and operational support to over 4,000* independently owned and operated member hotels in 80* countries and territories worldwide. An industry pioneer since 1946, Best Western has grown into an iconic brand that hosts 400,000* worldwide guests each night. Best Western’s diverse property portfolio, its greatest strength, stems from a business model designed to give owners maximum flexibility to address market-specific needs. Equally committed to the business and leisure traveler, Best Western recently embarked on a five-year mission to lead the hotel industry in customer care. Since 2004, Best Western has served as the Official Hotel of NASCAR®. For more information or to make a reservation, please visit www.bestwestern.com About the Presenter Renee Ryan is the vice president of Marketing for Best Western International, where she directs the execution and delivery of brand marketing strategies, including Gold Crown Club International (GCCI) and the Best Western Travel Card, in addition to overseeing Field Marketing and Consumer Marketing. Ryan joined Best Western in January 2005 as director of Field Marketing, quickly advancing to managing director, overseeing Marketing, Internal Communications and Consumer Marketing along with the company’s partnerships with NASCAR and AAA. Previously, Ryan was director of Marketing and Sales of Parks and Resorts for ARAMARK, a leading managed services provider based in Philadelphia. While at ARAMARK, she was responsible for marketing, sales central reservations and revenue management for the national parks portfolio. During her tenure, she launched a “trigger-based” Customer Relationship Management program as well as a loyalty program. Prior to her work with ARAMARK, Ryan served as a consultant for various service related firms including Salt River Project, Center for Services Leadership and Arizona State University where she planned and delivered Executive Education programs around Services Marketing and Customer Service. She played a key role in developing and executing the annual program “Compete through Service Symposium,” the only forum dedicated to the marketing and management of services. She was also previously involved in direct marketing for clients in the retail, political and fundraising industries. Ryan earned her MBA from the W.P. Carey School of Business at Arizona State University and a Bachelor of Science degree in Marketing from Georgetown University. *Please Note* Deadline: Online reservations must be made no later than 10:00pm on the Tuesday before AMA’s Wednesday luncheon. Refund policy: Registration at door will be |
|
| Thank you to our sponsors |
