A Full-Service Loyalty + CRM Partner
How does the world’s largest hotelier increase engagement and relevancy with their customer base, all while driving strong ROI? By working with ICF Olson to refresh their loyalty program and bring strategic guidance and executional excellence to its email marketing.
While we have been Wyndham’s loyalty technology provider for 8+ years, in 2015, we gave the program a complete overhaul. This revamp included the addition of unique redemption options as well as a flat redemption structure across Wyndham Rewards’ 7500+ properties. We added significant multi-language functionality, dozens of countries, and many integrations and enhancements. We also enabled the inclusion of multiple new brands within the program. The relaunch coincided with a holistic marketing push to focus messaging, and a global promotion to drive awareness of the program’s changes and encourage bookings during the summer months.
For their email program, we developed a comprehensive contact strategy, focusing on tailoring communications to come from Wyndham Rewards or the individual brands. We built responsive email templates, knowing that a majority of our customers were viewing from a mobile device. Once we began executing the email campaigns, we created multiple versions of the same or similar promotional emails, while taking into account each brand’s unique look and voice.
Today, our analytics team conducts a wide variety of tests on creative, content and offers, partnering with best-in-class technology partners to ensure that Wyndham’s email marketing stays on the cutting edge.
And the results were astonishing. In the year since launch, membership has soared: with 3 million new active enrollments, now one in every four households in the U.S. has a Wyndham Rewards membership. There was also a 42% increase in credit card members and a 75% increase in go free usage (their free nights program). Aside from an increase in usage and sales, the Wyndham Rewards program received a ton of awards and recognition, including US World and Travel News Winner, Loyalty 360 “Best Marketing Program of the Year” and Loyalty 360 “Best Loyalty Program of the Year.”