Wyndham Hotels & Resorts is evolving its Wyndham Rewards loyalty programme with lifestyle partnerships and exclusive experiences designed to strengthen customer engagement before, during and after a hotel stay.
Recent initiatives include a partnership in China with IMAX centred on Toy Story 5. Through the campaign, Wyndham Rewards members could take part in online activities to earn points, movie vouchers, exclusive merchandise and other perks. The campaign also featured a private IMAX screening in Shanghai for members and partners.
Another initiative gives Wyndham Rewards members the opportunity to bid for a Melbourne Marathon Getaway package, which includes entry to the half marathon and a two-night stay at Ovolo Melbourne South Yarra, a Wyndham Hotel.
According to Eyvonne Lin, vice president of marketing and commercial performance, Asia Pacific, Wyndham Hotels & Resorts, the Melbourne Marathon is a hugely popular event that is swiftly sold out within days.
“We know that people find it very difficult to access this event, so we brought it onto our Wyndham Rewards Experiences platform to give our members a chance to bid for the activity,” she said.
Lin told TTG Asia that activities offered through Wyndham Rewards take into consideration travellers’ growing appetite for unique and popular destination experiences.
Activities must also offer bragging value.
“Customers prefer to engage with brands that are aligned with how they feel. The brand that they buy from must give them pride and the ability to talk about the value they enjoy; it must match and lift their social status,” she added.
The programme has also partnered with lifestyle brands such as Singapore Airlines’ KrisFlyer and, for a limited period, Harley-Davidson.
Lin shared that Wyndham is also developing experiences that appeal to younger travellers to support the programme’s long-term growth while helping hotel owners attract a new generation of guests.
In 2025, Wyndham Hotels & Resorts became the official hotel partner of the Dreamland Music & Art Festival in Shanghai. Guests staying at participating hotels during the festival had the opportunity to receive exclusive souvenirs.
“The strategy behind Wyndham Rewards is very clear. We want to be relevant before the stay, during the trip, and after the guest leaves. This strengthens member engagement, supports our direct channel performance, and gives our hotel owners more ways to capture demand,” Lin said.
Wyndham Rewards currently has more than 124 million members worldwide.
