First Free Story (1 of 3)Join Skift Pro
In 2015, Wyndham, the parent to almost two dozen hotel brands, retooled its loyalty program to simplify its booking tiers and bring the same price to every award night across every hotel property in its network. It was a bold move at the time and made an award night at the Wyndham Grand, the most expensive hotel in the network, the same price as one at the Howard Johnson.
Now, the hotel group is dialing back that strategy and introducing three tiers to its award chart. In Wyndham’s words, the move was made to bring better accessibility to its lowest-tiered hotels, which are now significantly less expensive than the earlier, one-size-fits-all rate. But it’s also not unlikely that too many award nights were going to the Wyndham Grand and not enough were making it to the Howard Johnson — a direct impact on the latter’s bottom line.
Wyndham won’t say. But it is now clear that the new Wyndham Rewards — which raked up a cabinet full of awards during the socialized years — will no longer have the same value for some members who liked to rack up points at the HoJo in Dubuque and spend them at the Grand in New York City. Perhaps others who stuck to the Howard Johnson circuit will find relief.
— Grant Martin, Business of Loyalty Editor
Skift Stories and More Expert Insight
Accor Rebrands and Launches a New Loyalty Program: After channeling his energies in the last two years toward mergers and acquisitions, Accor CEO Sebastien Bazin is now turning more of his attention internally.
Wyndham Is Changing Back Its Loyalty Program to Be More Like Everyone Else’s: Does this mean that Wyndham’s experiment in creating a simple, straightforward loyalty program for the everyday traveler failed? Maybe, but not necessarily. It just means that there are some laws in travel loyalty programs that are there for a reason.
IHG Confirms Plans to Add Dynamic Pricing to Hotel Award Bookings: InterContinental Hotels Group, the parent of more than two dozen hotel chains, confirmed this week that it is experimenting with dynamic pricing for its award bookings. The group plans to have the new model in place by the end of the year.
United Finds Way to Make Up for Weak Transatlantic Economy Sales: United Airlines is struggling to fill transatlantic economy class seats at reasonable fares, but is making up the difference by capitalizing on a robust market for premium seats, an executive said Wednesday at an investor event in Miami Beach, Florida.
Air France-KLM Moves to Simplify Airline Group: Air France-KLM CEO Benjamin Smith is pushing ahead with plans to transform the airline to bring it on par with its European rivals.
Taj Hotels to Enter Homesharing With New Amã Brand: Taj Hotels boss Puneet Chhatwal continues to implement a strategy of diversifying away from luxury hotels. The latest move is to enter alternative accommodations with an experiential flavor.
InterContinental Launching an All-Suite Brand: InterContinental Hotels Group plans to add another all-suite hotel brand to its portfolio later this year as it looks to take advantage of increasing guest and owner demand for those accommodations.
Cathay Turns Around With an Expected $293 Million Profit: Cathay Pacific Airways is set for a profit, ending two years of annual losses fueled by competition from mainland and low-cost carriers.
Qantas Fuels Boeing-Airbus Rivalry for World’s Longest Flight: Qantas Airways is cranking up the rivalry between Boeing and Airbus in the hunt for aircraft to undertake unprecedented 20-hour trips halfway around the world.
Skift Business of Loyalty Editor Grant Martin [firstname.lastname@example.org] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.