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Best Western’s Loyalty Program GCCI to celebrate 4th Anniversary in Asia

Best Western’s Loyalty Program GCCI to celebrate 4th Anniversary in Asia ( Gold Crown Club International Asia (GCCI), the truly international loyalty program by Best Western celebrated its 4th Anniversary in April. From the beginning, this loyalty program has continually gained a reputation among members worldwide as one of the fastest growing clubs in Asia in terms of revenue generated.

Since its inception in Asia in 2003, GCCI has been recognized as one of the industry’s most generous loyalty programs. One of few programs that is truly international, it offers members the chance to earn and spend points at more than 4,000* hotels worldwide.

One of the fastest growing clubs in terms of revenue generating, Asia’s GCCI membership has increased approximately 90 % from 2006 to the end of 2007 and is there are currently over 50,000 members in this region. The actual revenue of GCCI club in Asia was over US$4 million, with revenue growth of 62 % from 2006 to 2007.

Best Western Loyalty Program, GCCI offers free membership enrolment and benefits with the most awards to members (23 award partners, not only offers points for hotel rooms or airline mile),compared to other competitive international hotel brands.

Best Western Rewards members can earn points toward free hotel stays, dining, shopping and entertainment gift certificates, airline miles and more. GCCI offers a variety of choices to membership, and are divided into two major categories: Global and Regional awards. Global awards, for instance Global Free Night Voucher, Travel Card and Airlines Mileages, do not vary. Meanwhile, regional benefits are suited to fit the interests of members in a specific region. For example, member in Thailand can redeem his or her points as a shopping voucher from Central Department Store, Thailand’s largest Department Store, while members in South Korea can redeem their points for a shopping voucher at Shinsegae or e-mart, South Korea’s largest store.

Regarding the success of GCCI, Mr. Chris Chen, Best Western Regional Marketing Services Manager said, “The service industry has now started to realize that cost of acquiring new customers is much higher than the cost of retaining them. Around 80 percent of business revenue comes from 20 percent of loyal customers. As a result many modern marketing concepts like CRM (customer relationship marketing) and the Call Center have been developed to serve and delight loyal customers.”

“Best Western International is a hotel chain with the most number of International Sales Offices (ISO) which is in 11 countries worldwide. Our ISO are not only responsible for Sales but for customer service, thus we are confident that Best Western’s GCCI is a truly effective loyalty program for our memberships,” added Glenn de Souza, Best Western Vice President International Operations Asia.

Gold Crown Club International (GCCI), Best Western International Loyalty Program is divided into 23 clubs by region or country: Asia, Austria, Australia, Belgium, China, Denmark, Finland, France, Germany, Great Britain, Greece, Ireland, Israel, Italy, North America, The Netherlands, Norway, Portugal, South America, Spain, Sweden and Switzerland and Turkey.

For more information please visit or call us at + 662 656 1260.

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
*Numbers are approximate and can fluctuate.

Media contact Kanapa Pitakpong Nootnaree Bootpim Public Relations Coordinator Public Relations Coordinator Best Western International Best Western International Tel: +662 656 1260 Tel: +662 656 1260 Fax: +662 6561252 Fax: +662 6561252

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