BUAD477 - Section 10 - Chris Mitchell - Wyndham International

BUAD477 - Section 10 - Chris Mitchell - Wyndham International

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Memo To: Fred Kleisner From: Chris Mitchell Date: 12 May, 2008 Subject: Wyndham International: Fostering High-Touch with High-Tech The lodging industry has become extremely competitive and it is becoming tougher and tougher to separate your brand from the masses. Every hotel now has some sort of reward or recognition program, most based on points, and to the public these programs were becoming indistinguishable from one another. The challenge facing Wyndham International was creating a reward/recognition program that clearly separated themselves from their competition. They wanted to use sophisticated technology without depersonalizing the relationship with guests. This gave birth to the ByRequest program. The ByRequest program is based solely on guest recognition, not on a rewards system. “Points are pointless,” says Wyndham International President Ted Teng, “Rather than giving guests a commodity that they can trade for airline miles, we are going to give them something that they enjoy.” Using a database of all
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BUAD477 - Section 10 - Chris Mitchell - Wyndham International

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