Wyndham Hotels & Resorts is expanding its global marketing capabilities through deployment of Amperity’s customer data platform.
The platform—the latest in a series of technology investments Wyndham has made as part of a broader digital transformation—will let Wyndham compile, visualize and analyze data from multiple systems to deliver increasingly actionable guest insights, according to the company.
“Having a robust understanding of our guests and what drives them to stay with our franchisees is essential to our business,” said Lisa Checchio, Wyndham’s chief marketing officer. “Through our new platform from Amperity, we’re able to have a complete 360-degree guest view, unlocking new insights that allow us to be timelier, more efficient and more effective in our efforts to engage the everyday traveler.”
Amperity unifies customer databases and centralizing information from online and offline transactions, loyalty program activities, email interactions and more. With this capability, Wyndham is able to quickly and more easily answer essential business questions and be increasingly nimble and precise in what it does with the answers to those questions. Use cases include identifying frequent guests who may be ideal for new products like the Wyndham Rewards Earner Business Card, creating hyper-local campaigns that connect high-value guests with key new hotel openings and developing and deploying personalized offers designed to help convert repeat guests into Wyndham Rewards members.
“With Amperity, we’re able to become more sophisticated in not only who we reach out to with a particular campaign, but how, where and when we engage them,” said Checchio. “It’s a win for our guests—who will ultimately see content and offers that are more compelling and engaging to them—and a win for our franchisees, who stand to benefit from that engagement.”
“The travel and hospitality industry has been in a constant state of change over the past several years as brands look for new and innovative ways to navigate their customers’ new normal,” said Kabir Shahani, CEO at Amperity. “Despite the challenges that COVID-19 has posed, Wyndham continues to take a proactive and passionate approach to advancing their understanding of their guests and how they can be of service to them.”
Wyndham’s new platform, which was deployed in less than four months, is one of several recent strategic technology investments the company has made. Earlier this year, the company unveiled an all-new mobile app that prioritizes low-contact in-stay features and is slated to offer mobile check-in and check-out at nearly 6,000 economy and midscale hotels in the U.S.
This article originally appeared in HotelManagement.