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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
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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.
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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.