Dive Brief:
- Wyndham Hotels & Resorts launched Wyndham Rewards Insider, a travel and entertainment subscription program aimed at providing Wyndham Rewards loyalty members with exclusive perks and cost savings “across nearly every aspect of travel,” the hotel company announced Tuesday.
- For $95 per year, the add-on subscription will give loyalty members discounts on hotels, flights, car rentals, cruises and entertainment, including through a new collaboration with Ticketmaster, according to a news release. Guests who subscribe will also automatically be upgraded to Gold-level membership status.
- Wyndham Rewards Insider is “a first-of-its-kind travel and entertainment subscription from a major hotel rewards program,” according to the company. The launch comes after Wyndham debuted several other loyalty program enhancements earlier this year that targeted “everyday travelers.”
Dive Insight:
With Wyndham Rewards Insider, members can save 10% or more on standard rates at more than 8,000 qualifying Wyndham hotels. Members can also save up to 5% on domestic flights, up to 15% on international flights, up to 30% on cruises and up to 15% on tours and activities.
Meanwhile, members will be able to earn and redeem points through Ticketmaster on bookings for more than 50,000 qualifying concerts and live events. They will also gain access to exclusive ticket savings at theme parks and aquariums, including Walt Disney World Resort, SeaWorld Orlando and Legoland California Resort.
In addition to cost savings, members will be able to earn points “on nearly everything booked through the platform,” according to Wyndham. Hotel stays, tours and activities will earn 10 Wyndham Rewards points per dollar spent, while Ticketmaster purchases earn 2 points per dollar spent. Most other qualified spending earns 1 point per dollar spent, the company said.
“People today want more than just points — they want breadth, flexibility and value they can feel across every aspect of their journey,” Wyndham Chief Commercial Officer Scott Strickland said in a statement. He added that the benefits of this type of platform have historically been “reserved only for the travel elite, off-limits to those without high-fee, premium credit cards.”
The new subscription puts “the power back in the hands of everyday travelers,” with a yearly price that’s justifiable at “less than the cost of a night out,” Strickland said. The hospitality industry is currently experiencing a wealth bifurcation, said executives at The Lodging Conference earlier this month.
The Insider subscription is Wyndham’s latest loyalty play designed to connect travelers across income levels with experiences. In May, the company launched Wyndham Rewards Experiences, a platform where loyalty program members can bid at auction on festivals, concerts and events. Wyndham simultaneously partnered with Applebee’s on food delivery perks for members.
Earlier this month, Wyndham unveiled the economy lifestyle Dazzler Select soft brand, designed for economy guests who want a boutique lifestyle experience at an affordable price point.
