Dive Brief:
- Wyndham Hotels & Resorts launched an ad campaign dubbed “Where There’s a Wyndham, There’s a Way,” aimed at showcasing the range of Wyndham’s brand offerings for its customers’ different budgets and travel purposes, the hotel company announced Wednesday.
- Through the campaign, created in partnership with Havas New York and produced by Annex 88, Wyndham portrays different trip scenarios aimed at resonating with the everyday traveler. The advertisements span broadcast, connected TV, social media, digital video, display, audio and out-of-home platforms.
- The campaign unites all of Wyndham’s 25 global brands, as well as its rewards program, under the same voice and tagline for the first time, as the hotel company looks to grow guest loyalty. Hotel loyalty membership surged in 2024, per CBRE, driving occupancy across brands.
Dive Insight:
“Where There’s a Wyndham, There’s a Way” launched with a 30-second hero spot titled “World’s Greatest Aunt.” In the video advertisement, a woman is traveling across multiple states to attend three family events within the same weekend — an ad designed to showcase Wyndham’s extensive hotel portfolio and loyalty perks, per the company.
In the video, the hero character enjoys a comfortable bed at a Days Inn hotel, grabs a quick complimentary breakfast at a LaQuinta and relaxes poolside at a Wyndham Grand in between travel to her respective family events.
The “World’s Greatest Aunt” spot also shows the hero character checking her Wyndham Rewards app and racking up points on her three hotel stays, illustrating “how the program offers real, usable benefits that support meaningful travel,” according to Wyndham.
The targeted messaging around Wyndham Rewards comes as the hotel company aims to grow its loyalty membership. Last month, Wyndham launched Wyndham Rewards Experiences, a platform where loyalty members can bid at auction to gain exclusive access to festivals, concerts and events. And earlier this year, the company debuted Recharge with Wyndham, providing exclusive loyalty perks for truckers.
Wyndham Rewards currently has approximately 115 million members, trailing Marriott Bonvoy, which has more than 228 million members, and Hilton Honors with roughly 210 million, per a February Skift report.
Hotel loyalty membership across Wyndham, Marriott, Hilton, Choice Hotels International and Hyatt Hotels increased 14.5% year over year in 2024 to more than 675 million members combined, according to an April CBRE report.
