N umbers matter in hotel loyalty programs, but they may no longer be the most important metric according to some lodging companies, which list engagement by personalization as taking precedence. In fact, with some observers seeing a plateauing in membership levels, brands are becoming increasingly innovative in ensuring that members are motivated to return to their properties. Loyalty programs play the role of hub for lodging
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companies with multiple brands, which, in turn, act as the spokes. To wit, everything revolves around and plays off of the loyalty program, becoming even more central to marketing than even the brand names. As such, lodging companies are going all out to differentiate themselves, starting with moving well beyond room-night redemption.
Consider Wyndham Hotels & Resorts: Last year, the company partnered with Penn State University to enable a Wyndham Rewards member to
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run out from the tunnel with the school’ s football team before their game with Ohio State.“ We provide our members with opportunities they couldn’ t get outside of loyalty programs,” said Michael Shiwdin, group VP of guest engagement, loyalty and strategic partnerships for Wyndham Hotels & Resorts. That’ s a much more sophisticated approach than simply awarding room nights but, said Shiwdin, it enhances the power of the program. In fact, noted Shiwdin, one out of every two check-ins at a |
Wyndham hotel is a Wyndham Rewards member.
At IHG Hotels & Resorts, said Kristin Klebanov, VP of loyalty strategy and performance, IHG One Rewards, enhanced personalization is also driving retention and spending. Members, she said, typically spend about 20 % more in IHG hotels than nonmembers and are around 10 times more likely to book through IHG’ s direct channels. Loyalty penetration has also significantly increased, she said, with members now
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16 hotelsmag. com May / June 2025 |