hospitality

Best Western Is 'Hog Haven' For Harley

Best Western/Harley Davidson

It says a lot about the age and affluence of the cruiser-motorcycle market that hotels now open their doors to bikers when they roll into their parking lots instead of calling the cops, barring the doors and hanging out a sign that says "Gone Fishing." Yes, there was a time when groups of leather-clad bikers on Harleys, Indians and Victories were reason to fear for one's life.

Now, cruiser riders are likely to be lawyers, dentists, and marketers whose other suit includes a tie. One hotel chain, Phoenix-based Best Western International has been courting Harley riders since 2007, when it launched "Gold Crown Club International Ride Rewards," a free frequent-guest program for Harley-Davidson owners.

The deal also made Best Western the preferred hotel on Harley-Davidson's "Great Roads" online travel planner and travelogue at www.harley-davidson.com/experience. The application shows picturesque routes and the Best Western hotels and Harley-Davidson dealerships along the way.

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The company also created a "rider friendly" designation for 1,200 U.S. properties that offer riders who stop in to stay the night wipe-down towels at check in, free access to a wash station, designated parking, tar remover, sunscreen and lip balm, depending on the property.

This year the chain is offering riders heading out to the 69th Anniversary of the Sturgis Motorcycle Rally on Aug. 3, a "pit-stop" at one of 13 rider-friendly Best Western hotels along routes leading to Sturgis, S.D. Riders who stop in to shake out cramps get a central location to rest, washroom use, and the "rider friendly" care package.

Harley-Davidson owners or enthusiasts can register for Best Western Ride Rewards at www.bwrider.com or call 1-888-BW2BIKE. Registered members get ten points for every dollar spent on qualified room rates or 250 airline miles per qualified stay at more than 4,000 Best Western hotels worldwide.

H.O.G. (Harley-Davidson Owners Group) members get upgraded to platinum elite status, meaning they get 15% bonus points on every stay, complimentary room upgrades when available, early check-in and late check-out if available. Best Western says there are now 1,200 plus Best Western properties that are certified "rider-friendly," where guests get amenities. Best Western is also featured on Harley-Davidson's Ride Planner, an online tool for mapping rides, at www.harley-davidson.com, where site visitors can also reserve rooms.

A spokesperson says Best Western advertises in some motorcycle publications and a blogger who writes about topics of interest to motorcycle enthusiasts on www.youmustbetripping.com, Best Western's travel blog. The company and Harley-Davidson share a motorcycle-centric web site, www.bwrider.com

"Aside from being a good fit from the road travel perspective, the benefits we offer riders make them want to stay with Best Western," says the spokesperson. "Those customers who stay time after time increase revenue for our member hotels. It's a win-win situation."

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