Excerpted from the HSMAI Best Practices Guide: Innovation, featuring short profiles of select Gold winners in the Innovation category for HSMAI’s 2017 Adrian Awards competition, honoring hospitality brands and agencies for creative excellence in advertising, digital marketing, and public relations.
GOAL Best Western Hotels & Resorts wanted to position itself as a valuable travel resource for all types of travelers, grow its social influence on existing and emerging channels, drive reservations and revenue, and drive enrollments in its loyalty program, Best Western Rewards (BWR).
INNOVATION Working with Ideas Collide, Best Western expanded its roster of micro-influencers — who contribute to various brand-driven campaigns via videos, blog posts, and overall social-media strategy — to reach new customers. Additions included Glenn Haussman, a business traveler and road warrior; Must Do Canada, a millennial Canadian duo; Travel Past 50, husband-and-wife senior travelers; and Tisha Abrea and Tania Tare, female professional golfers. Their original content promoted Best Western hotel amenities, partnerships, and loyalty perks.
RESULTS The BWR program enjoyed a 22-percent increase in membership, thanks in part to micro-influencer content, which was shared with Best Western’s more than 1.2 million social-media followers as well as the influencers’ own followers.
» See the work of all the 2017 Adrian Award winners in the Winners' Gallery
» Enter the 2018 HSMAI Adrian Awards competition at www.adrianawards.com