In 2015, Wyndham Hotel Group completely re-imagined the Wyndham Rewards loyalty program. Lacking a strong value proposition to differentiate it from the competition, the company overhauled the program’s look and feel—introducing the Wyndham Rewards Wyzard—and completely changed the program’s mechanics. The premise was simple: Create a point of distinction by moving away from the trends of over complication and point devaluation that were happening elsewhere and use those to establish Wyndham Rewards as a leader in....

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