Wyndham Rewards Expands Loyalty Programme with Lifestyle Alliances
Wyndham Hotels & Resorts is evolving its Wyndham Rewards loyalty scheme through new lifestyle partnerships and exclusive member activities, aiming to deepen engagement and support direct bookings. The strategy includes collaborations such as an IMAX campaign in China and a Melbourne Marathon package.
Loyalty Programme Evolution
Wyndham Hotels & Resorts has initiated an evolution of its Wyndham Rewards loyalty programme, integrating lifestyle partnerships and unique member activities. This strategy aims to strengthen customer engagement before, during, and after hotel stays. Recent initiatives include a collaboration in China with IMAX, centred on the film *Toy Story 5*, which commenced in 2026. This campaign allowed Wyndham Rewards members to participate in online activities to earn points, movie vouchers, exclusive merchandise, and other benefits. It also featured a private IMAX screening for members and partners in Shanghai. (Source: TTG Asia, July 23, 2026)
Targeting Unique Activities and Social Value
Another initiative provides Wyndham Rewards members the opportunity to bid for a Melbourne Marathon Getaway package, comprising entry to the half marathon and a two-night stay at Ovolo Melbourne South Yarra, a Wyndham Hotel. Eyvonne Lin, vice president of marketing and commercial performance, Asia Pacific, Wyndham Hotels & Resorts, stated to TTG Asia that the Melbourne Marathon is a highly sought-after event, often selling out rapidly. Lin noted that activities offered via Wyndham Rewards consider travellers' growing desire for unique and popular destination activities, which also provide social value. (Source: TTG Asia, July 23, 2026)
Broader Brand Alliances and Future Growth
Lin further explained that customers prefer to interact with brands that align with their personal values and enhance their social standing. The loyalty programme has also formed partnerships with lifestyle brands such as Singapore Airlines’ KrisFlyer and, for a limited duration, Harley-Davidson. Wyndham is also developing activities designed to appeal to younger travellers, supporting the programme's long-term expansion and assisting hotel owners in attracting a new generation of guests. In 2025, Wyndham Hotels & Resorts served as the official hotel partner for the Dreamland Music & Art Festival in Shanghai, offering exclusive souvenirs to guests staying at participating hotels during the event. (Source: TTG Asia, July 23, 2026)
Implications for Travellers and Industry
This strategic shift, according to Lin, aims for Wyndham Rewards to maintain relevance across all stages of a guest's travel. With over 124 million members globally, the programme's evolution demonstrates Wyndham's commitment to enhancing member engagement and bolstering direct channel performance. For hotel owners, this provides additional avenues to capture demand by offering differentiated value beyond standard accommodations. The focus on unique activities and brand alignment shows a response to changing consumer preferences in the competitive loyalty landscape, particularly in the Asia Pacific region. (Source: TTG Asia, July 23, 2026)
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