Recently, Best Western Rewards was mentioned in DMNews, which reports trends and technologies in marketing. Mailings to Best Western Rewards card members were replaced with tailored promotions for 50,000 (out of 100,000) members instead of the usual rewards statement. The promotion set out to promote Best Western’s co-branded MasterCard as well as to entice guests with double points to upgrade their membership status level by booking more hotel stays. The results were impressive. Applications for the Best Western credit card among guests who received the promotional offer received a 500 percent boost and 15 percent more of these guests registered for the fall promotion than those who received the regular rewards statement.