How Wyndham Hotels Applied Customer Insights to Adjust Marketing Spend

Posted on by Chief Marketer Staff

Like so many companies that rely on travel to sustain their businesses, Wyndham Hotels needed to rethink how it applied marketing dollars amid the pandemic. Using customer data platform Amperity, which it began implementing in late February right before the lockdown, Wyndham was able to cull insights about consumer behaviors, identify industry trends and inform adjustments to its marketing and media spend, according to a piece in AdExchanger.

Determining how to shift the company’s media spend was key. Given its portfolio of luxury and mid-range hotels, Wyndham needed to reallocate advertising dollars in light of softer demand for its products. And as demand begins to increase over time, Wyndham will use the CDP to identify new trends and consumers who are the most likely to begin traveling again.

For example, the brand noted that consumers were driving to nearby attractions at the end of the summer. Using information like location, destination and the distance they were traveling, the hotel chain was able to personalize its communications toward these consumers.

Another factor that has determined Wyndham’s success with the CDP: With a loyalty program of 85 million customers, it had a decent grasp of its data and personalization prior to implementation. Given its flexibility, Amperity was a good choice for Wyndham because it complemented the brand’s existing martech stack.

For a deep dive into Wyndham’s CDP strategy, read more in AdExchanger.

More

Related Posts

Chief Marketer Videos

by Chief Marketer Staff

“Trapped in Advertising” sounds like a hashtag you might use after a bad day at work, but for Pringles and Adult Swim, it was a year-long, pop culture-forward campaign aimed at ad-averse 18- to 35-year-old “Rick and Morty” fans. The goal was to sustain engagement and become part of the cultural conversation in order to…

	
        

PRO Awards

ProAwards

Click here to view the 2021 winners.
Information on 2022 coming soon!
	
        

CHIEF MARKETER 200 Winners Announced

CM 200

Click here to to view the full list of the 2022 winners!

Chief Marketer Job Board