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Wyndham Rewards Builds on Strong Loyalty Program Reputation
Steve Taggart, Loyalty360
Wyndham Rewards is making big changes to its industry-leading loyalty program, adding a tier system that allows guests to work their way toward a perks-laden Diamond level, earning bonuses along the way. The program retains its previous value, including go free and go fast, which offers guests discounts on some of the top attractions in each of Wyndham’s top 25 global destinations.
“We’ve seen too many programs devalue recently,” Noah Brodsky, Senior VP of Worldwide Loyalty and Engagement for Wyndham Hotel Group, told Loyalty360. “Think of confusing airline programs that you can only redeem at the worst times for the worst seats. We went in the opposite direction. Wyndham wants you to take your family vacation at the busiest time of the year with no hassles and no frustrations. Then, when the guest arrives at their destination, we help treat them to a local experience, like indoor sky diving in Orlando!”
The program is now divided into four tiers:
Blue: Earned immediately upon enrollment, guests in the blue tier are able to redeem 15,000 points for a free night with no blackout dates. In addition to the simplified redemption, members in this tier also earn free Wi-Fi during their stay and a $5 bonus toward local attractions with every awarded night.
Gold: After five qualifying nights, guests are bumped up to the gold tier, in which they receive preferred room upgrades, late check-out, a dedicated member services phone line, and another $5 bonus toward local experiences in top destinations.
Platinum: Platinum guests—those who have stayed a minimum of 15 qualifying nights—gain even more perks, including early check-in, car rental upgrades when booking with Avis and Budget, and an annual bonus of 3,000 points.
Diamond: 40 qualifying nights will earn guests the prestigious Diamond tier status. Diamond members earn double the annual bonus points (6,000), as well as suite upgrades, the chance to give gold status to friends, and a welcome amenity. Perhaps most valuable, however, is the Diamond go free PLUS: members within the tier receive two passes to unique experiences at top destinations, valued at up to $150.
The program goes live next week, but existing members can already see where they will stand when the changes go into effect.
“Member Levels was unveiled globally today and will officially launch on May 18, 2016 when on-property level benefits become available,” Brodsky said. “Once the program goes live – everything remains the same for our members, but better. When existing members log into their accounts, they can see what level they’ve unlocked. Member Levels is about finding new and innovative ways to reward and recognize guests with valuable perks and access to one-of-a-kind local experiences – which is why we’re getting the word out through virtually every marketing channel we have available.”
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