Wyndham Rewards, the guest loyalty program of hotel giant Wyndham Hotel Group, surpassed 50 million members worldwide.
The milestone member—enrolled earlier this week at the newly opened Wyndham Grand Xiamen—highlights the success of broader efforts by Wyndham 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,” Leo Liu, president and managing director for Wyndham Hotel Group in China, said in a statement. “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.
Wyndham Rewards is now 50 million members strong thanks to Samuel Xu & all our Wyndham Rewards members! You’ve earned this. pic.twitter.com/FC9aF31son— Wyndham Rewards (@WyndhamRewards) March 31, 2017
Loyalty for the Masses
Originally launched in 2004, Wyndham Rewards was completely reimagined in the summer of 2015. Built with simplicity in mind, 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 15,000 points per night.
Most recently, the program unveiled a multiyear 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 rethinks 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 or how frequently they’re able to travel,” Noah Brodsky, SVP of worldwide loyalty and engagement at Wyndham Hotel Group, said in a statement. “We’re making travel accessible to all and as our largest market outside North America, our members and our hotels in China are helping lead the way.”
Rapid Expansion: 2,000 Hotels by End of 2019
With more hotels than any other company in the world, Wyndham continues strategically expanding its global footprint through focused development efforts, the introduction of new brands and the help of key in-market partners.
With an expectation of 2,000 hotels open in China by the end of 2019, the company plans to introduce two new brands to the market later this year, including its 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 to 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.