At the Wyndham Hotels & Resorts Global Conference, held at Caesar’s Forum in Las Vegas, President/CEO Geoff Ballotti talked about how the company has changed since it first went public seven years ago. The company also introduced new initiatives designed to help hotel owners.
“Nobody really knew who Wyndham was,” Ballotti said. “We owned hotels, so people thought we were in the ownership business. We managed hotels, so they assumed we were in the management business. And we franchised hotels, too. Over time, we sold our owned hotels and exited the management side to become a pure-play franchisor—the largest franchisor in the economy, midscale and, now increasingly, upscale segments.”
“We’ve been able to invest significantly because of our sharp focus on what matters most: people, technology and the tools and services that support our franchisees. If you compare our technology offerings today to where they were when we went public, or to what our competitors offer now, it’s a dramatic difference.
“What’s driving our success—in both good times and bad, whether revenues are rising or falling—is how well our brands are performing compared to the competition. Our Days Inn brand has improved from 110% to 120% in fair market share. La Quinta is trending at its highest levels ever. Echo Suites by Wyndham is helping us enter new segments and markets. Ultimately, it all comes back to the power of the ‘by Wyndham’ brand—a unifying halo over our 9,200 hotels, reflecting the strength of each individual brand and how they perform collectively.”
New initiatives
The company laid out more than half a dozen new initiatives spanning technology, sourcing, loyalty and marketing.
“As the world’s largest hotel franchisor, we believe in putting hotel owners first,” said Ballotti. “That means listening to their needs and responding with solutions that help them take their business to the next level. Whether it’s our No. 1 rated rewards program, our best-in-class technology or our top-tier sales, marketing and operational support—everything we do, every decision that we make, is grounded in their long-term success.”
Among the initiatives that were announced during the conference:
New technology
Building on its current tech stack, the newly launched Wyndham Connect PLUS enhances Wyndham’s existing guest engagement platform by further embedding AI across the guest journey. Automated AI text messaging and voice assistance allows guests to book stays, ask questions and access tailored recommendations, while newly integrated self-service check-in solutions help hotels free up critical staffing resources. Qualified franchisees can pilot the new platform at no additional cost through the end of the year.
The company also unveiled Wyndham Gateway, a new guest WiFi portal that provides a consistent, centralized login experience. Available for sign-up today, the portal unlocks a new hotel revenue stream through WiFi upsell opportunities while eliminating loyalty enrollment requirements for any hotels leveraging the platform. The one-two combination helps franchisees turn what has always been a staple guest utility into a must-have, high-impact upgrade, the company reports.
Simplified sourcing solutions
Great guest experiences start with well-run operations and Wyndham is investing in both. That includes Wyndham Marketplace, a new hotel shopping platform that, when combined with the new Wyndham PriceIQ, makes it faster and easier for owners to find, compare and purchase brand-approved products at deeply negotiated rates, according to the company. Meanwhile, a new partnership with sbe’s Everybody Eats food and beverage solution is helping hotel owners offer chef-driven, restaurant-quality offerings without the need for extensive equipment or large back-of-house operations.
Wyndham is also helping owners tackle what has become a critical and growing issue within the hospitality industry: access to affordable, high-quality insurance. Through a partnership with HUB International, the fifth-largest insurance brokerage firm globally, Wyndham franchisees now have access to transparent and tailored solutions designed to ensure compliance with Wyndham brand standards, improve coverage and lower costs.
Wyndham Rewards enhancements
Wyndham Rewards is taking member benefits to the next level with the launch of Wyndham Rewards Experiences. Leveraging partnerships with sports and entertainment brands Madison Square Garden, Radio City Music Hall, Minor League Baseball and Caesars Rewards, members can now use their points to bid on premier live events as well as once-in-a-lifetime experiences.
Wyndham Rewards members will also soon have access to new dining perks, thanks to an industry-first partnership between the company and Applebee’s Neighborhood Grill + Bar, part of Dine Brands Global. Launching later this year, the partnership will allow rewards members staying at a Wyndham hotel to earn points when they place a mobile order with any of nearly 1,500 Applebee’s restaurants nationwide with free hotel delivery.
Wyndham is also evolving how it reimburses hotel owners for free night stay redemptions. Currently centered around occupancy, reimbursements will soon incorporate guest satisfaction scores, aiming to reward and recognize hotels delivering great guest experiences. Launching later this year, the model is designed to retain Wyndham’s position of delivering the highest reimbursement rates of any major hotel rewards program.
Marketing
Wyndham is also taking steps to help capture more demand at lower costs for its thousands of franchisees. This summer, the company will launch a new portfolio-wide marketing campaign: Where There’s a Wyndham, There’s a Way. Uniting both Wyndham Hotels & Resorts and Wyndham Rewards under one singular identity for the first time, the campaign brings to life Wyndham’s mission of Making Hotel Travel Possible for All. The campaign runs through the fall and will appear nationwide across TV, streaming services, online video, social, out-of-home, search, metasearch and display.
