HSMAI Adrian Awards Best Practice: Wyndham’s Crisis Response Marketing

For the 2020 Adrian Awards program, HSMAI introduced four new focus categories to recognize the resilience that the industry demonstrated in response to COVID: corporate social responsibility, crisis communications and management, recovery strategies, and talent and leadership development. In Hospitality Successes During the Pandemic Year, a new HSMAI Special Report, we profile all of the Best Practice Gold winners in these four categories — including Wyndham Hotels & Resorts, which was honored for crisis communications and management. Details will be available shortly on the 2021 Adrian Awards competition.

BACKGROUND: In 2020, it was critical to ensure that Wyndham Rewards members felt peace of mind when it came to their points and status. To that end, Wyndham launched “Unlock Member Levels Faster,” a campaign that paused the expiration of Wyndham Rewards points for all members globally through the end of 2020, extended current member levels earned in 2019 through the end of 2021, relaxed earning requirements to allow members to gain status with fewer nights stayed, and relaxed cancellation policies. Wyndham also offered essential workers and first responders an instant complimentary gold membership in Wyndham Rewards and a 15-percent discount at participating hotels through the #EverydayHeroes initiative.

RESULTS: Through “Unlock Member Levels Faster,” Wyndham increased the number of members in all status levels; month over month, there was a 20-percent increase in members achieving the next level. Through #EverydayHeroes, 40 percent of those who signed up were new members, making this campaign successful in both enrolling new members and activating existing members.

Categories: Marketing
Insight Type: Best Practices