Best Western Hotels & Resorts (BWHR) is offering support to front line workers in the form of status upgrades.
The hotel brand said the campaign, known as Front Line Heroes, has been designed to offer a helping hand to front line workers during the Covid-19 pandemic.
“Each and every day we see essential workers, from healthcare providers and first responders to transportation workers and infrastructure professionals, putting their own health at risk to lead the fight against the Covid-19 pandemic,” said David Kong, president and chief executive officer for BWHR.
“These front line workers are making tremendous sacrifices for the greater good. While no token of appreciation will ever be enough, we are proud to show our respect and gratitude by extending a loyalty upgrade and supporting the relief efforts through donations,” he added.
The hotel brand is offering a Best Western Rewards Elite status upgrade to those on the front lines. It said in a press release that eligible essential workers can visit this website for a status upgrade. Elite BWR members can enjoy bonus points for every stay, exclusive promotional offers, and discounted rates at Best Western branded hotels worldwide, the hotel brand said in a statement. Business Traveller Asia-Pacific has asked the company for more details on who is eligible and whether all essential workers around the world can apply for the status upgrade.
Best Western is also allowing its loyalty members to support essential workers by giving them the option to donate their rewards points to the company’s charitable arm, Best Western for a Better World, or charitable partner, the Red Cross. The hotel brand said donations will go directly towards supporting Covid-19 relief efforts.
The hotel company is also allowing all members of its loyalty program to maintain their elite status through January 31, 2022. All members worldwide are eligible for elite status protection and no action is required on the part of the member. Status will be maintained for all members regardless of their current tier “ensuring both new and veteran members are protected at this time”.
Best Western Hotels & Resorts, headquartered in Phoenix, Arizona, is a privately held hotel brand within the BWH Hotel Group, which has 18 brands and approximately 4,700 hotels in over 100 countries and territories worldwide.