PARSIPPANY, N.J. — Wyndham Hotels & Resorts has further elevated its global marketing capabilities through deployment of Amperity’s best-in-class customer-data platform.
The platform — which is the latest in a series of strategic technology investments made as part of Wyndham’s broader digital transformation — allows the company to compile, visualize and analyze data from multiple systems to deliver increasingly sophisticated and actionable guest insights.
“Having a robust understanding of our guests and what drives them to stay with our franchisees is essential to our business,” says Lisa Checchio, Chief Marketing Officer, Wyndham Hotels & Resorts. “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 traveller.”
Amperity enables Wyndham to transform how it uses data by unifying customer databases and centralizing information from online and offline transactions, loyalty-program activities, email interactions and more. This allows the company 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 such as 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 loyal 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. 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,” adds Checchio.