Wyndham Rewards’ way of life evolution brings larger enterprise benefit

Wyndham Hotels & Resorts is evolving its Wyndham Rewards loyalty programme with way of life partnerships and unique experiences designed to strengthen buyer engagement earlier than, throughout and after a resort keep.

Recent initiatives embody a partnership in China with IMAX centred on Toy Story 5. Through the marketing campaign, Wyndham Rewards members might participate in on-line actions to earn factors, film vouchers, unique merchandise and different perks. The marketing campaign additionally featured a non-public IMAX screening in Shanghai for members and companions.

Another initiative offers Wyndham Rewards members the chance to bid for a Melbourne Marathon Getaway bundle, which incorporates entry to the half marathon and a two-night keep at Ovolo Melbourne South Yarra, a Wyndham Hotel.

According to Eyvonne Lin, vice chairman of selling and business efficiency, Asia Pacific, Wyndham Hotels & Resorts, the Melbourne Marathon is a massively fashionable occasion that’s swiftly bought out inside days.

“We know that people find it very difficult to access this event, so we brought it onto our Wyndham Rewards Experiences platform to give our members a chance to bid for the activity,” she mentioned.

Lin informed TTG Asia that actions provided by means of Wyndham Rewards consider travellers’ rising urge for food for distinctive and fashionable vacation spot experiences.

Activities should additionally supply bragging worth.

“Customers prefer to engage with brands that are aligned with how they feel. The brand that they buy from must give them pride and the ability to talk about the value they enjoy; it must match and lift their social status,” she added.

The programme has additionally partnered with way of life manufacturers comparable to Singapore Airlines’ KrisFlyer and, for a restricted interval, Harley-Davidson.

Lin shared that Wyndham can also be growing experiences that enchantment to youthful travellers to assist the programme’s long-term development whereas serving to resort house owners appeal to a brand new era of company.

In 2025, Wyndham Hotels & Resorts grew to become the official resort companion of the Dreamland Music & Art Festival in Shanghai. Guests staying at collaborating motels in the course of the competition had the chance to obtain unique souvenirs.

“The strategy behind Wyndham Rewards is very clear. We want to be relevant before the stay, during the trip, and after the guest leaves. This strengthens member engagement, supports our direct channel performance, and gives our hotel owners more ways to capture demand,” Lin mentioned.

Wyndham Rewards at the moment has greater than 124 million members worldwide.