How Best Western ® Hotels & Resorts Uses Personalized Messaging to Increase Loyalty Program Engagement ABOUT BEST WESTERN ® The American-based Best Western ® Hotels & Resorts brand has been a leader in the hospitality industry for over 70 years, with a global network of 4,200 hotels in more than 100 countries and territories. With a strong presence in France, the group reported an annual revenue of 2.2 billion dollars in 2017. They have been an AB T asty client since March, 2017. CHALLENGE For hotel brands like Best Western ® Hotels & Resorts, customer loyalty is paramount; they aim to create a long- lasting relationship with each client. One of the ways to foster this kind of engagement is through an online membership community. For example, as a Best Western Rewards ®

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