Wydham Rewards

1. Magic in the Message: Reimagining
Loyalty in Travel to Inspire Customers
Whitney Smith Cripe, Senior Director, Loyalty Marketing
&
Miguel Oliveira, VP, Global Digital Commerce & Marketing
Wyndham Hotel Group
May 17, 2016

3. The Opportunity

4. First, we listened…

6. Free nights are considered ‘very valuable’ by
50% of surveyed individuals
Question: Rate how valuable each of the following common loyalty program features are to you; answers with highest % of ‘Very Valuable’’ and ‘Valuable’
displayed
Source: 2015 Millennial Hospitality Survey conducted by Accenture by interviewing 8,000 adults with one hotel stay in last 12 months
36% 33%
40% 36%
48% 50%
41% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Discounted price
on rooms
Free night stays Room upgrades Free night
availability
Very Valuable
Valuable

7. ~45% of surveyed individuals believe loyalty
programs make it difficult to actually use the rewards
Question: Rate how valuable each of the following common loyalty program features are to you; answers with highest % of ‘Strongly Agree’ and ‘Agree’
displayed
Source: 2015 Millennial Hospitality Survey conducted by Accenture by interviewing 8,000 adults with one hotel stay in last 12 months
37% 32% 32% 32%
14% 15% 13% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
There aren't enough
options to achieve
rewards
I never reach point
levels to benefit from
rewards
Programs make it
much more difficult to
actually use rewards I
earn
Special offers don't
appeal to my travel
needs
Strongly Agree
Agree

8. Membership Matters!
On average, members stay longer…
Non-Member Member
…and drive incremental revenue to
hotels
Non-Member Member
Source: Internal Wyndham Rewards Data

9. Consumer Perspective
• Consumers have given up trying to compare programs
or trying to understand how many points it takes to get
a free night…
• Consumers want to “trade up” when the go on vacation
but they don’t feel like they can ever earn enough
points…
• Consumers don’t believe hotel companies truly care
about their business, and they don’t believe hotel
companies want members to redeem points…

10. It is all about the free
nights…and giving
people what they’ve
earned…

12. 1Good for 1 standard room at a participating hotel, up to room’s maximum occupancy, subject to availability. Most properties: applies to room rate only, including
taxes. Certain all-inclusive properties: also applies to meals and other amenities for up to 2 guests. 2 Not all Wyndham Rewards Hotels participate in go fast
award program. Amount of cash required fro a go fast award will vary by hotel. Good for 1 standard room, up to room’s maximum occupancy, subject to
availability. Most properties: applies to room rate only, excluding taxes. Certain all-inclusive properties: also applies to meals and other amenities for up to 2
guests. 3Most properties: points are earned for dollars spent on room rate only. Wyndham Hotels and Resorts and Dolce Hotels and Resorts properties: 10 points
are earned for each dollar spent on the total folio. Qualified stays have a total room rate of $25 and up over the course of a member’s stay. See program terms
and conditions on qualified stays.

15. World’s
Largest
Collateral
Shipment

17. Digital Merchandising
WyndhamRewards.com Desktop Howard Johnson Desktop

18. Mobile Merchandising
Wyndham Rewards Mobile App (iOS)

20. The media responded…

21. The industry responded…

22. • Awareness jumped to highest ever
• 5 million new Wyndham Rewards members
• +70% increase in free night redemptions
• +900% increase in social media engagement
• 9.5 million video views across all WR
channels
• 11 major industry awards

23. The Blue Thread

24. The Blue Thread…