Wyndham Worldwide has updated its guest loyalty program with a new name to better reflect its global offerings.
The hotel chain last week renamed its TripRewards loyalty program to Wyndham Rewards. The change comes four years after Wyndham launched the program, which rewards frequent guest with points, airline miles or rail points for every dollar spent on room rates for qualifying stays.
This name change is meant to reflect the company’s growth under the Wyndham Worldwide family of brands, which also includes destination resorts, international locations and vacation ownership resorts, Jill Noblett, Wyndham Hotel Group’s senior vice president of loyalty and direct marketing, said.
“It is important to have a loyalty program with a corporate entity,” Noblett said. “The name change wasn’t just cosmetic. It was about bringing all of these different entities together.”
Despite the new name, the program remains the same. Wyndham points, once called TripRewards points, can be earned and redeemed in the same manner. The name change also includes a new Web site at www.WyndhamRewards.com, which features a frequently asked question site for members.
Wyndham ran teasers on its www.TripRewards.com Web site and sent direct mail pieces to talk up the new name, Noblett said.
Since the program launched, Wyndham has enrolled more than 7 million people. And the company is looking to expand its global membership, Noblett said.
To celebrate the new name, Wyndham launched a summer-long sweepstakes, which offers the chance to win weekly grand prizes.
People can register for the “Play Together. Stay Together” sweepstakes at www.wyndhamrewards.com/play. Each week, one grand prize will be awarded (16 in all) through Sept. 4. Prizes include a weeklong vacation to the winner’s choice at any of Wyndham’s more than 6,000 properties, a cruise adventure, a trip to Wyndham’s gold championship and vacations at Wyndham resorts in Puerto Rico and the Caribbean.
Consumers don’t have to be members of Wyndham’s loyalty program to enter, but the company hopes to increase its membership through the promotion. Entrants have the option to join upon sign-up.
Guests can earn an additional sweepstakes entry by for every stay at Wyndham’s family of hotels. Other entries will be awarded to people who upload a photo and caption illustrating the game’s Play Together. Stay Together theme, people who vote for their favorite photo or tell a friend about the sweepstakes.
An instant-win component offers more than 1,000 prizes, including $50 gas Visa cards, dining gift cards, airline miles cruise line vouchers and Wyndham Rewards points to people who upload pictures to the site. Players who don’t win will receive coupons from vendors like Auntie Anne’s, Dave & Buster’s, Domino’s Pizza and Planet Hollywood.
On-property materials, print ads, online marketing and radio and TV spots support the sweepstakes. Campbell-Ewald is handling the promotion.
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