Wyndham Rewards, the loyalty program of Wyndham Hotel Group, has surpassed 50 million members worldwide, marking a major achievement for the recently re-imagined program and highlighting the aggressive expansion of its brands globally.
The milestone member—enrolled last week at the newly opened Wyndham Grand Xiamen—highlights the success of broader efforts by Wyndham, best known for its dominant portfolio of economy and midscale hotels, to cater to the everyday traveler and a growing global middle class.
Wyndham is currently the largest U.S-based hotel company in China with more than 1,300 hotels and expects to hit more than 2,000 hotels in country by the end of 2019. Globally, the company offers more than 8,000 hotels across 77 countries under 18 brands.
“China remains a high-growth market for Wyndham and our success is a testament to the global power of our brands and the increasing influence of our class-leading loyalty program,” said Leo Liu, president and managing director for Wyndham Hotel Group in China.
“In a little over a decade, we’ve established ourselves as a key player in the country—opening on average more than five hotels weekly and enrolling nearly 1,000 new Wyndham Rewards members daily.”
Originally launched in 2004, Wyndham Rewards was completely re-imagined in the summer of 2015. Built to be simple as well as generous, it’s the first program of its kind to offer members a guaranteed 1,000 points with every qualified stay and a free night at any of more than 8,000 hotels for a flat rate of just 15,000 points per night.
Most recently, the program unveiled a multi-year integration across Wyndham Worldwide and its vacation rental and vacation ownership portfolios.
Now members may redeem points at more than 17,000 vacation condos and homes worldwide and by late 2018, will have the ability to earn and redeem points at the majority of Wyndham Worldwide’s more than 120,000-property portfolio.
“Wyndham Rewards re-thinks what a hotel loyalty program can be and instead of gimmicky tricks, focuses on delivering meaningful and attainable rewards to our members, no matter where they are in the world and or how frequently they’re able to travel,” said Noah Brodsky, senior vice president of Worldwide Loyalty and Engagement at Wyndham Hotel Group.
With more hotels than any other company in the world, Wyndham says it is continuing to strategically expand its global footprint through “focused development efforts, the introduction of new brands and the help of key in-market partners”.
With a target of 2,000 hotels open in China by the end of 2019, the company expects to introduce two new brands to the market later this year, including its award-winning, midscale Wingate by Wyndham brand and its city-centric, lifestyle-based TRYP by Wyndham brand. Complementing brands like Super 8, Wyndham, Howard Johnson and Ramada—all of which already have a substantial presence in China—the two additions bring the company’s total number of brands open or under development in the country 11.
“With inbound travelers taking more than 138 million trips in 2016 alone, China continues to offer incredible opportunities, and with our broad portfolio of globally recognized brands, Wyndham is uniquely positioned to take advantage,” Liu said.
Over in the wider Asia Pacific region, Wyndham has a target of 145 opened hotels by the end of 2019. The company is bolstering its presence in emerging tourism hotspots such as Korea, Vietnam, Indonesia and Thailand and expanding brands favoured by Chinese guests such as Howard Johnson, Ramada and Wyndham.