Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Wyndham’s Digital Transformation is focused on delivering value to our franchisees and guests. Our new mobile app is the next step in this ongoing transformation! When we began working on the app, we already had a mobile-first mindset. We did not, however, have line of sight to COVID-19. As digital adoption has propelled forward amid this crisis, on Sept. 23, we were able to bring to market a competitive product that sets us apart. We’ve introduced an upscale experience to the everyday traveler, prioritizing features not typically found at economy and midscale hotels: • Mobile Check-In/Checkout: We’re the first hotel company to offer reduced contact mobile check-in and checkout across nearly 6,000 economy and midscale hotels. • Lightning Book: It’s our fastest way to book direct. Guests can book a stay in just 3 taps. • On-Property Texting: Offers a contactless way for guests to communicate during their stay; it’s plug-and-play with existing providers for interested franchisees. • In-Stay Mode: Adapts the mobile app home screen to anticipate traveler needs. • Digital Room Key: Guests can choose to receive their room key digitally and use it throughout their stay. Launching in Dec. at Wyndham Grand Bonnet Creek and Wyndham Grand Rio Mar; expansion to other hotels anticipated over the next year. • App Passport: Guests can earn stamps for achievements like booking a stay or redeeming points. • Special Offers: When guests open the app without an upcoming/current stay, they see new offers. On Nov. 24, we launched our first-ever App Flash Sale for Cyber Week offering 25% off for stays of 2+ nights booked on our app. • Account Management: Guests can make the most of their travels with simple and intuitive account management, including the ability to easily update their Wyndham Rewards member profiles, store methods of payment, view previous/upcoming stays, check personalized offers, and purchase points. • Visit for more info.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The primary tenets of this project were to introduce a guest experience that is transactional, personal, and anticipatory. The design was fueled by research, including usability studies in a lab, stakeholder interviews, franchisee input, and industry patterning. The goals also included driving direct bookings, guest satisfaction, loyalty, and “stickiness” by leaning into the global acceleration of mobile. Also, we wanted to offer an excellent in-stay experience so guests can be connected to Wyndham throughout their journey. Since launching the app, we have seen improved guest and owner satisfaction through a more streamlined, lower contact experience on mobile (measured through guest reviews and feedback from owners and a successful rollout of mobile check in and check out to across nearly 6,000 economy and midscale hotels). We have also seen increased loyalty engagement and adoption (measured through increased downloads) and increased franchisee value through garnering direct bookings (measured through increase in mobile app orders).
Entry Title
Wyndham Hotels & Resorts New Mobile App
Digital Marketing - Digital Marketing Innovation
Digital Marketing
Entry Award: