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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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Presentation Transcript
overview
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
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
Competitive Advantage
  • Positive and Negative Aspects of program
branding
Branding
  • What is the value of a brand in the lodging industry?