Best Western Marketing Strategy 2024: A Case Study

Best Western Hotels, known for operating over 4700 hotels worldwide, has established an impressive presence as a leading global player in the hospitality industry. To maintain their competitive edge, Best Western has implemented a forward-thinking marketing strategy that prioritizes brand identity, technological advancements, and unparalleled guest experiences.

Key Takeaways:

• Best Western Hotels operates over 4700 hotels worldwide, solidifying its position as a significant global player in the hospitality industry.
• By collaborating with Medallia, Best Western observed a remarkable 76% increase in the number of reviews for their hotels, demonstrating the success of their partnership.
• Best Western maintains a diverse portfolio of brands, including Best Western Plus, Best Western Premiere, SureStay, Vibe, Glow, Aiden, and Sadie, enabling them to cater to a wide range of customer preferences.
• With the incorporation of Lumen5’s AI-powered video creation technology, Best Western has enhanced its video marketing efforts, resulting in heightened engagement and an improved brand identity.
• The partnership with Medallia has yielded an outstanding average rating of 4.28 out of 5 for Best Western hotels, showcasing their commitment to providing exceptional guest experiences.

Best Western Brands and their Differentiation

Best Western, a renowned hotel brand, has successfully positioned itself in the market through a diverse collection of more than 4,100 properties in over 100 countries. To optimize the guest experience and maintain their competitive edge, Best Western has undertaken numerous initiatives, numbering over 30 in the past decade.

One of the key differentiators for Best Western lies in its brand positioning strategy, which includes the introduction of seven distinct brands. These brands cater to the specific needs and preferences of a diverse range of travelers. Best Western Plus offers upscale amenities and services, providing guests with a luxurious experience. Best Western Premier focuses on deluxe offerings, appealing to discerning travelers. SureStay, on the other hand, provides affordable accommodations, allowing budget-conscious guests to enjoy a comfortable stay.

In addition to their flagship brands, Best Western has also expanded their portfolio to include boutique brands, such as Vibe, GLō, Aiden, and Sadie. These boutique brands are designed to offer unique and immersive experiences to guests, enhancing their stay beyond traditional hotel offerings. The introduction of GLō, Best Western’s new construction, broad midscale hotel brand, targets secondary markets, suburban areas, and highway locations to reach a wider audience.

Best Western’s commitment to guest experience optimization is evident not only in their brand differentiation but also in their substantial investments in property improvements and renovations. By the end of 2016, Best Western had invested $2 billion in enhancing the quality of their North American hotels. As part of their brand elevation strategy, Best Western has also removed over 1,200 properties in North America, ensuring that their family of hotels adheres to elevated brand standards.

Best Western’s efforts have paid off, as they have outperformed the hotel industry in terms of revenue per available room (RevPAR) and have won record levels of industry awards. Moreover, Best Western continues to innovate and adapt to changing consumer behavior by launching a new mobile booking experience, including mobile websites and apps for smartphones and tablets, providing guests with convenient and seamless booking options.

Best Western Brand Differentiation

Best Western members will soon have the opportunity to vote on new logos for Best Western, Best Western Plus, and Best Western Premier, highlighting the brand’s commitment to staying relevant and appealing to modern travelers. This ballot proposal is scheduled to launch on October 13, facilitating inclusivity and a sense of ownership among Best Western’s loyal members.

Best Western’s ability to differentiate their brands and successfully meet the needs of various traveler segments showcases their dedication to hotel brand positioning and guest experience optimization, making them a leader in the hospitality industry.

Incorporating Lumen5’s AI for Video Marketing

In today’s digital landscape, video marketing has become an essential component of successful digital marketing campaigns. To stay competitive and engage their target audience effectively, brands need to harness the power of AI-powered video creation. Best Western Hotels, a renowned name in the hospitality industry, has embraced this technology by incorporating Lumen5’s AI into their video marketing strategies.

With over 7 years of experience in the AI space, Lumen5 is at the forefront of AI-powered video creation tools. The platform utilizes advanced algorithms and machine learning techniques to automate the process of video production, enabling brands like Best Western to create high-quality videos at scale.

Best Western leverages Lumen5’s AI technology to produce more than 50 videos weekly, boosting their digital presence and enhancing their brand storytelling. By automating the video creation process, they can streamline their marketing efforts and efficiently deliver engaging content to their audience.

By utilizing Lumen5’s AI, Best Western can save valuable time and resources that would otherwise be spent on manual video creation. The software eliminates the need for complex video editing skills, allowing Best Western’s marketing team to focus more on strategic planning and content ideation.

Moreover, Lumen5’s AI-powered video creation tool enables Best Western to create visually stunning videos with ease. The platform offers a range of customizable templates, royalty-free images, and automated text-to-speech capabilities. This empowers Best Western to craft captivating videos that resonate with their target audience.

As AI continues to transform the marketing landscape, businesses across industries are leveraging AI-powered solutions to enhance their digital marketing campaigns. With tools like Lumen5, companies can create compelling videos that drive engagement, increase brand awareness, and boost conversion rates.

With the growing popularity of video content consumption, incorporating AI-powered video creation into marketing strategies has become imperative. By leveraging Lumen5’s AI technology, Best Western is staying ahead of industry trends, capturing the attention of their audience, and reinforcing their brand identity through impactful video marketing campaigns.

In conclusion, Best Western’s adoption of Lumen5’s AI-powered video creation tool has revolutionized their digital marketing efforts. By automating the video production process, they can create visually appealing videos at scale, saving time and resources. As AI-powered solutions continue to evolve, integrating them into marketing strategies will become crucial for businesses looking to thrive in the digital landscape.

Partnership with Medallia for Online Reviews

Best Western Hotels & Resorts has recognized the importance of guest reviews and their impact on the overall customer experience. To effectively manage and enhance their online reputation, Best Western has formed a strategic partnership with Medallia, a global leader in SaaS customer experience and enterprise feedback management. This collaboration has allowed Best Western to implement a comprehensive guest reviews management program, integrating Medallia’s advanced solutions into their operations.

For over 10 years, Best Western has been utilizing Medallia’s voice-of-the-customer solutions to gather, monitor, and act on guest feedback from multiple channels. Through Medallia’s platform, Best Western can review, measure, test, and adapt in real-time, ensuring they remain relevant in the ever-changing marketplace. By actively listening and engaging with customers through Medallia’s voice-of-the-customer program, Best Western is able to drive continuous improvement and maintain their relevance in the industry.

The partnership between Best Western and Medallia has also resulted in the implementation of innovative loyalty program enhancement strategies. Through detailed analysis of customer feedback, Best Western has identified cleanliness and breakfast as crucial factors driving Net Promoter Score (NPS®) and overall guest experience. This valuable insight allows Best Western to prioritize these areas and create personalized experiences that cater to individual guest preferences.

Medallia’s platform enables Best Western to gather guest signals from various sources, including social media sites like Facebook, Twitter, TripAdvisor, and more. By integrating unsolicited social media feedback with solicited feedback, the Medallia Social Feedback for Hospitality solution offers a comprehensive overview of the hotel’s online reputation. Best Western can compare aggregated social media feedback to that of competitors in one dashboard, allowing them to identify areas for improvement and devise effective strategies to enhance guest experiences.

Notably, the number of TripAdvisor reviews alone has doubled from 20 million to 40 million in the last two years. Best Western recognizes the influence of online reviews on travelers’ hotel choices. According to the World Travel Market’s 2010 Industry Report, 35 percent of travelers change their choice of hotel after browsing a social media website. By leveraging Medallia’s solutions, Best Western ensures that they have a comprehensive understanding of their online reputation and can actively manage guest reviews to drive customer satisfaction and loyalty.

Medallia vs. MARA AI

While Medallia is a trusted partner for Best Western, some users have noted certain drawbacks in Medallia’s new programs and scaling feedback methodologies that don’t align with their operational needs. As an alternative, the MARA AI Review Reply Generator has been presented as a top choice for online review management. MARA AI enables hoteliers to respond to reviews three times faster, streamlining the review management process to ensure timely engagement with customers. Its Smart Snippets feature helps personalize responses based on recurring guest comments or praises, enhancing the overall guest experiences. Additionally, MARA offers tailored review analytics tools that empower businesses to make data-driven decisions and enhance guest satisfaction across multiple locations.

Travel Media Group’s Marketing Solutions

Best Western Hotels leverages the expertise of Travel Media Group to enhance their marketing strategies and stay ahead in a competitive hospitality industry. With a wide range of comprehensive solutions, Travel Media Group helps Best Western optimize their online presence and drive revenue growth.

One of the key services offered by Travel Media Group is reputation management. By closely monitoring online reviews and guest feedback, Best Western can gain valuable insights into customer experiences. This enables them to identify areas of improvement and address any issues promptly, ultimately enhancing guest satisfaction.

Additionally, Travel Media Group provides review response services, allowing Best Western to engage with guests and demonstrate their commitment to excellent customer service. By promptly responding to reviews, whether positive or negative, Best Western shows that they value guest feedback and are proactive in addressing concerns.

Social media marketing is another crucial aspect of Best Western’s marketing strategy, and Travel Media Group offers tailored solutions in this area. By crafting compelling content and engaging with their audience on social media platforms, Best Western enhances brand visibility and fosters a strong online presence. With the support of Travel Media Group, Best Western can effectively navigate the evolving social media landscape and drive engagement with their target market.

Website optimization is paramount for attracting and converting potential guests, and Travel Media Group assists Best Western in this aspect as well. By optimizing the website’s design, user experience, and search engine visibility, Best Western can ensure their online presence is both aesthetically pleasing and easily discoverable by potential guests.

To reach a broader audience, Best Western leverages Travel Media Group’s multi-channel advertising solutions. With a strategic approach to digital advertising, Best Western can connect with travelers across various platforms, including broadcast, CTV (Connected TV), audio, display ads, custom content, paid search, and paid social media. This comprehensive advertising strategy ensures maximum reach and exposure for Best Western’s brand campaign.

Overall, Travel Media Group plays a vital role in supporting Best Western Hotels’ marketing efforts. Through their tailored solutions such as reputation management, review response services, social media marketing, website optimization, and multi-channel advertising, Travel Media Group empowers Best Western to stay competitive in the market and drive continued success.

BHP Company Overview and History

BHP Limited is an international natural resources company that has played a significant role in the mining industry since its inception. Incorporated in 1885 through a merger between BHP and Billiton, the company has a rich history and extensive expertise in mining, production, and marketing.

BHP’s portfolio includes a wide range of resources, such as iron ore, copper, oil, gas, diamonds, silver, lead, zinc, aluminum, alumina, chrome, manganese ores, steaming coal, nickel, and titanium minerals. With operations in more than 90 locations worldwide, BHP is a global leader known for its commitment to ethical operations and integrity.

Since its establishment, BHP has continuously contributed to economic development, decarbonization, and sustainable development. The company follows a strategic approach focused on managing a resilient long-term asset portfolio in highly attractive commodities.

History Milestones

• In 1851, Billiton was founded and became a significant producer of aluminum, alumina, chrome, manganese ores, steaming coal, nickel, and titanium minerals.
• In 1885, BHP and Billiton merged to form BHP Limited.
• In 1985, BHP commemorated its 100 years of achievement with special publications.
• In 1992, BHP conducted a study comparing its output from 1973 and 1992, showcasing its growth over the years.

Financial Overview

BHP’s dedication to operational excellence, resource development, and capital allocation has positioned it as the world’s largest mining company by market capitalization. Their focus on attractive commodities, coupled with their commitment to sustainability and ethical operations, sets them apart as an industry leader.

Through their various contributions, including support for suppliers, employee wages, dividends, taxes, royalties, and social investments, BHP continues to make a positive impact on both local communities and the global economy.

Segmentation, Targeting, and Positioning by BHP

BHP, a global mining and metals company, understands the significance of effective segmentation, targeting, and positioning strategies in driving market success. By conducting thorough market analysis, BHP identifies and prioritizes attractive market segments to enter, allowing them to focus their resources and efforts efficiently.

Before discussing BHP’s customer segmentation strategies, it is important to note that the company’s sustainability reporting is prepared in accordance with the Global Reporting Initiative (GRI) reporting framework. BHP’s commitment to sustainability and responsible business practices further enhances its market positioning.

Market targeting plays a crucial role in BHP’s marketing approach. By selecting the most promising market segments, BHP can tailor its offerings to meet the specific needs and preferences of each target audience. This strategic approach ensures that BHP’s products and services are relevant and compelling to the intended customers.

BHP also focuses on differentiation and market positioning to gain a competitive advantage. The company positions itself as a provider of low-cost, long-lasting, and expandable products, allowing them to stand out in the highly competitive mining and metals industry. BHP’s energy intensity calculations, which reflect the total energy consumed by its assets, demonstrate its commitment to sustainable operations and environmental responsibility.

One example that illustrates successful positioning for BHP is its materiality assessment process. By using a three-step approach to identify, prioritize, and review issues for reporting, BHP ensures that it addresses the most relevant concerns for stakeholders. This process enhances BHP’s reputation as a responsible and transparent organization.

Overall, BHP’s segmentation, targeting, and positioning strategies are integral to its market analysis and marketing success. By understanding the diverse needs and preferences of different market segments, BHP can effectively position itself as a leading player in the global mining and metals industry.

BHP Marketing Campaigns

BHP, a global mining company with a rich history and diverse range of commodities, has implemented impactful marketing campaigns to reinforce its brand positioning and reach targeted audiences. These campaigns demonstrate BHP’s commitment to innovation, sustainability, and addressing global challenges.

One of BHP’s notable marketing campaigns is the “Think Big” initiative. This campaign showcases BHP’s dedication to responsible mining practices and its efforts to create long-term value while minimizing environmental impact. Through engaging storytelling and compelling visuals, BHP highlights its commitment to sustainable development and positive contributions to local communities.

Another successful campaign by BHP is the “Think Steel” campaign. Through this initiative, BHP emphasizes the vital role of steel in everyday life and its importance in driving economic growth and infrastructure development. This targeted marketing campaign creates awareness about the value of BHP’s steel products and their impact on various industries.

BHP’s marketing campaigns not only focus on product promotion but also emphasize the company’s social responsibility and involvement in addressing global challenges. By aligning their brand positioning with sustainability and responsible practices, BHP aims to connect with environmentally conscious consumers and stakeholders.

Throughout its marketing campaigns, BHP leverages various channels, including digital media, print advertisements, industry events, and partnerships. By reaching a wide audience through diversified channels, BHP maximizes brand exposure and ensures that its targeted marketing campaigns effectively convey their key messages.

Additionally, BHP’s marketing efforts are supported by technology-driven initiatives and data-driven insights. By leveraging advanced analytics and market research, BHP strives to optimize its marketing strategies and enhance campaign effectiveness.

As shown in the table below, BHP’s commitment to marketing excellence has been recognized through prestigious awards and high employee engagement:

Through targeted marketing campaigns and employee recognition programs, BHP has created a strong brand presence and attracted a dedicated workforce. The company’s commitment to sustainable practices, innovation, and social responsibility resonates with stakeholders and reinforces its position as a leader in the mining industry.

References:

• Best Western Marketing Strategy 2024: A Case Study
• Data provided for BHP Marketing Campaigns

Social Media Marketing by BHP

BHP, a global mining company operating in more than 90 countries, understands the power of social media engagement to enhance brand exposure. Leveraging platforms like LinkedIn, Facebook, Twitter, Instagram, and YouTube, BHP effectively reaches its audience and creates meaningful connections with stakeholders.

Through informative content, captivating visuals, and engaging videos, BHP maximizes its brand exposure on social media. By sharing insights into their operations, sustainability initiatives, and industry trends, BHP fosters social media engagement and establishes itself as a thought leader in the mining industry.

To further strengthen their social media presence, BHP actively uses these platforms to highlight their notable events and activities. For instance, they hosted an investor roundtable on decarbonisation, showcasing their commitment to sustainable practices. Social value updates provided by Caroline Cox, BHP’s Chief Legal, Governance, and External Affairs Officer, also demonstrate their dedication to transparent communication and social responsibility.

In addition to company updates and events, BHP promotes their investor presentations and briefings through social media channels. By sharing insights from conferences such as the BofA SmartMine Conference, Social Value Investor Briefing, and BMO Farm to Market Conference, BHP expands its reach and engages with a wider audience.

In recent years, BHP has witnessed a significant increase in brand value, with a growth of 51% since 2017. This accomplishment positions BHP as the world’s most valuable and strongest mining brand, with a value of $6 billion and an AA brand strength rating.

Investing in highly-branded companies, like BHP, has proven to provide a return almost double that of the S&P 500 average. The importance of brand value on stock market performance cannot be understated, as emphasized by Brand Finance. BHP’s strategic use of social media marketing has undoubtedly played a significant role in their impressive brand growth and leadership position within the industry.

Brand Value Comparison

As seen in the table above, BHP’s brand value surpasses that of Japanese steel giant Kobelco, despite a scandal involving fabricated data resulting in a 23% decrease in Kobelco’s brand value. Meanwhile, Brazilian mining company Vale showed significant improvement, increasing its brand value by 26% to $2.6 billion.

Understanding the impact of brand value on stock market performance, BHP continues to invest in its brand image, leveraging social media marketing to engage and connect with its audience and ultimately drive its business forward.

Brand Enhancements and Plans to Attract More Business Travelers by Best Western

Best Western has recognized the growing significance of the business traveler segment in the hospitality industry. To cater to the unique needs and preferences of this segment, Best Western has implemented brand enhancements and devised strategic plans to attract more business travelers.

One key aspect of these brand enhancements is the focus on maintaining and elevating brand standards across the board. Best Western aims to offer a consistent and exceptional guest experience by implementing new standards throughout its properties.

By the end of 2022, Best Western plans to introduce various features that will enhance the comfort and convenience of guests. These features include pillow-top mattresses, single-serve coffee makers, and 24-hour specialty coffee offerings. These upgrades aim to provide a more luxurious and personalized experience for business travelers who value quality amenities and services that align with their expectations.

In addition to these in-room enhancements, Best Western recognizes the importance of fitness facilities for business travelers. By 2023, Best Western hotels will require the inclusion of Peloton or similar fitness equipment in their fitness rooms. This decision is a response to the growing popularity of Peloton equipment, which has amassed a large following of more than 2 million people. By offering this cutting-edge fitness equipment, Best Western aims to better accommodate the health and wellness needs of business travelers.

Moreover, Best Western has plans to upgrade its in-room entertainment options. By the end of 2024, all Best Western hotels will require smart-capability TVs of 50 inches or larger, offering streaming and casting capabilities. This enhancement recognizes the increasing demand for seamless connectivity and personalized entertainment experiences, allowing business travelers to relax and unwind after a busy day.

Best Western’s commitment to attracting more business travelers extends beyond physical enhancements. The company understands the importance of tailored marketing strategies and personalized services to effectively engage this segment. By leveraging advanced technologies such as geo-targeting, Best Western aims to send specific offers to business travelers based on their location. This approach ensures that business travelers receive relevant and enticing promotions, ultimately increasing their likelihood of choosing Best Western for their accommodations.

Furthermore, Best Western draws inspiration from successful personalization strategies implemented by industry leaders like Library Hotels, Virgin Hotels, Hilton, Mercure, and its own partnership with IBM’s Watson. These innovative approaches enhance the guest experience by providing customized recommendations, seamless digital interactions, and personalized services.

Recommendations for hotels targeting the business travel segment extend beyond physical enhancements and marketing tactics. Best Western stands alongside other successful brands in the industry in adopting key strategies such as utilizing chatbots on various platforms, creating customized apps like Lucy by Virgin Hotels, and engaging with guests personally, like @HiltonSuggests on Twitter. These strategies optimize the user journey, deliver personalized services through cutting-edge technology, and foster meaningful connections between the hotel and the business traveler.

Ultimately, Best Western’s brand enhancements and strategic plans reflect their commitment to providing an exceptional experience for business travelers. By upgrading their amenities, embracing personalized marketing strategies, and drawing inspiration from industry leaders, Best Western aims to attract and delight this valuable segment of travelers.

Conclusion

In conclusion, both Best Western Hotels & Resorts (BW) and BHP demonstrate their industry leadership and commitment to sustainable tourism initiatives. BW’s introduction of the Vib brand, with the first BW Vib Hotel opening as BW Vib Antalya, showcases its innovative approach to meeting the needs of international tourists in popular destinations like Antalya, which attracts over 10 million foreign tourists annually.

With around 4,700 hotels worldwide and 18 different brands, including BW Vib, BW remains a prominent player in the hospitality industry. The marketing plan’s focus on cleanliness, ease of reservations, and meal quality, coupled with initiatives such as real-time feedback tablets and influencer marketing, underlines BW’s dedication to providing exceptional experiences for its guests while prioritizing sustainability.

Similarly, BHP’s comprehensive marketing approach and emphasis on industry leadership make a significant impact on the natural resources sector. By incorporating strategies like partnerships with Medallia for online reviews and Travel Media Group’s marketing solutions, BHP strengthens its global presence and ensures a positive customer experience.

As both companies navigate challenges posed by external factors like the COVID-19 epidemic and conflicts in Ukraine and Russia, their commitment to sustainability, strategic marketing initiatives, and industry leadership position them for continued growth and success in their respective industries.