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Case: Wyndham International Fostering High-Touch with High-Tech. Overview. Wyndham attempting to establish itself as recognized lodging brand Restructured from real estate to hotel company Core strategy of new guest program called Wyndham ByRequest. Wyndham ByRequest. Not points based
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Case: Wyndham InternationalFostering High-Touch with High-Tech
Overview • Wyndham attempting to establish itself as recognized lodging brand • Restructured from real estate to hotel company • Core strategy of new guest program called Wyndham ByRequest
Wyndham ByRequest • Not points based • Customized guest profiles • Built on centralized IT infrastructure • Integrate data from different sources, and disseminate to geographically dispersed properties • Dedicated property-level personnel • Integrated organizational structure • Operate at majority of Wyndham properties
Competitive Advantage • Positive and Negative Aspects of program
Branding • What is the value of a brand in the lodging industry?
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