Paul Holmes 27 Jun 2001 // 11:00PM GMT
Wyndham ByRequest was launched in March 2000 with the objective of redefining service programs in the hotel industry. Designed to make each members' stay with Wyndham more memorable, the revolutionary frequent guest program focused its efforts on personalization, acknowledging Wyndham ByRequest members as more than just a membership number by giving them a hotel experience tailored to their personal preferences. The branding campaign attracted positive media attention and positioned Wyndham as an innovator in the guest recognition program arena.
In 1999, Wyndham’s lack of a guest loyalty program was a competitive disadvantage as the company sought to establish itself as a top-tier hotel brand.
Wyndham Hotels & Resorts launched Wyndham ByRequest in 2000 to distinguish the brand from larger, more visible upscale hotel chain giants like Hyatt and Marriott by developing a guest recognition program focused on delivering personalization and customized service rather than points.
Wyndham sought to capitalize on an existing need and opportunity for a loyalty program emphasizing service over points to gain market share from its entrenched competitors.
Wyndham was the first hotel company to develop a technology-driven platform for rewarding loyal customers, using a proprietary database to track customer profiles and preferences on a chainwide basis.
Differentiating Wyndham ByRequest from the proliferation of points-based customer loyalty programs that have become a magnet for media attention and consumer patronage.
Effectively communicating the novelty, scope and benefits of Wyndham ByRequest, a service-based rewards program, without having a tangible product to exhibit to the media.
Sustaining media coverage for Wyndham ByRequest beyond its launch.
Wyndham’s proprietary research indicated that other hotel loyalty programs lacked distinction and offered a mechanism of reward, specifically points, that rarely accumulate enough and did not allow for immediate customer gratification. In addition, Wyndham found that 92% of travel-related loyalty program points go unredeemed in any given year (U.S. Travel Data Center, 1996).
Develop and implement a brand marketing public relations campaign designed to launch Wyndham Hotels & Resorts’ innovative new guest recognition program and reinforce the company’s positioning as an upscale leader in the hotel industry.
Increase trial and repeat business among frequent business travelers.
Target key audiences of business travelers, travel agents, meeting planners and the lodging industry via an aggressive one-on-one media outreach campaign to journalists in the following print, broadcast and online categories: general consumer, consumer/business travel, business, and travel, lodging and meeting trades.
Promote Wyndham’s unique loyalty program that awards frequent guests with a personalized experience each time they stay at a Wyndham property.
Garner media attention by coordinating personalized editor deliveries to select editors in key media categories to communicate the special features and benefits of the ByRequest program.
Prior to media pitching, pre-enroll key media into the Wyndham ByRequest program so they could experience and write about the personalized service first-hand.
Distribute press kits to the media containing a Wyndham ByRequest launch press release, a release detailing the technology platform driving the Wyndham ByRequest program and a “day in the life” backgrounder on the Wyndham ByRequest manager.
Coordinate interviews for media with key Wyndham executives including: Fred Kleisner, president and CEO of Wyndham International, Inc.; Andrew Jordan, senior vice president of marketing of Wyndham Hotels & Resorts; and Bill Morrison, director of Wyndham ByRequest marketing for Wyndham Hotels & Resorts.
Publicity surrounding the launch of Wyndham ByRequest in April 2000 has resulted in more than 65 trade and consumer stories, generating more than 45 million media impressions to date (April-October). Key placements included USA Today, The Wall Street Journal, The Los Angeles Times, Entrepreneur, Travel + Leisure and “Bloomberg Forum.”
To date, Agency has enrolled more than 150 journalists in the Wyndham ByRequest program.
To date, the program has enrolled over 60,000 guests.