Best Western, she said, is considering dropping the number of points required for a free night's stay because "the market has shifted very dynamically over the last 12 months" - that is, rates have dropped.
"Everyone is looking at their customers that represent significant value to the brand," Dowling said. "We are doing that as well, wanting to obviously retain these customers within the Best Western brand and to thank them for their business. Our research shows that these customers want to be recognized for their co-ownership of the brand. It's a focal point for us."
Maybe Marriott should start thinking about a different way to treat its most valuable customers. Something like this would go a long ways to help offset the point devaluation of last year.
It would be nice to see this happen. Even if it were randomly applied across the spectrum of us thirty million plus members in Marriott Rewards, like the recent Master Card and Visa promotions ("every time you use you card....).
The ability to do more with less is always a benefit like the ability to achieve Elite levels and Lifetime with the help of rollover nights, double nights, and the adjustment of points required.