I think the main problem with the brand is that BW properties are of such varied standard thus making it difficult for the reward programme to regularly give consistent benefits.

My experiences when using Best Western hotels especially in the UK has shown me that they tend to be a favourite haunt of tour groups for the elderly. Most rooms seem to be of the one category and only a room with a view can be seen as getting an upgrade. The ones I've stayed at have mostly been old properties with creaking floors and endless meandering corridors. Wouldn't surprise me if they have to send out the odd search party now and again to locate a lost elderly guest.
They're okay hotels but not exactly geared up for the business end of the market which probably also explains the lack of benefits in their reward programme.