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Wyndham Unveils New Owner-First Initiatives to Boost Franchisee Success and Hotel Performance
Wyndham Hotels & Resorts, the world’s largest hotel franchisor, has unveiled a comprehensive suite of new initiatives during its 2025 Global Conference in Las Vegas, aiming to enhance profitability, efficiency, and guest satisfaction across its vast network. Underpinning these advancements is Wyndham’s OwnerFirst™ philosophy, which places franchisees at the core of strategic decision-making and investment.
Kicking off the conference at the Caesars Forum, Geoff Ballotti, President and CEO of Wyndham Hotels & Resorts, emphasized the brand’s commitment to franchisees with over half a dozen new tools and partnerships designed to streamline operations, elevate guest experiences, and reduce costs. Central to the announcement were enhancements to technology, sourcing, loyalty, marketing, and insurance solutions.
A highlight is the launch of Wyndham Connect PLUS, an advanced upgrade to the company’s guest engagement platform. The system integrates AI-powered messaging and voice assistance, along with self-service check-in features aimed at optimizing staffing and guest convenience. Complementing this is Wyndham Gateway, a unified Wi-Fi portal enabling new monetization streams through upsell opportunities and seamless user login without loyalty program restrictions.
To strengthen procurement efficiency, Wyndham Marketplace—a new e-commerce sourcing platform—was introduced alongside Wyndham PriceIQ, allowing hotel owners to purchase brand-approved products at competitive prices. A newly inked partnership with Everybody Eats by sbe brings chef-inspired, equipment-light F&B solutions, perfect for hotels lacking traditional restaurant operations.
Recognizing the growing insurance burden for hoteliers, Wyndham announced a collaboration with HUB International, the world’s fifth-largest brokerage firm, offering transparent, brand-compliant coverage options with the potential to lower premiums.
The award-winning Wyndham Rewards® program is also evolving. The brand launched Wyndham Rewards Experiences, allowing members to redeem points for access to live events through partners like Madison Square Garden, Minor League Baseball, and Caesars Rewards. A first-of-its-kind partnership with Applebee’s will soon let guests earn points through mobile orders with nationwide delivery directly to Wyndham hotels. Wyndham also revealed a new reimbursement model for franchisees, now factoring in guest satisfaction scores alongside occupancy to reward excellence in service.
To further bolster demand generation, Wyndham is rolling out a unified marketing campaign titled "Where There’s a Wyndham, There’s a Way." This cross-brand initiative will integrate Wyndham Hotels & Resorts and Wyndham Rewards into one identity, running across major media platforms nationwide throughout the fall.
Since going public in 2018, Wyndham has invested nearly $350 million in technology, sales, and operational support. These efforts have resulted in a 96% franchisee retention rate and helped build one of the industry's largest development pipelines.
The 2025 Global Conference, themed "We’re Going Places," underscores Wyndham’s momentum and commitment to empowering hotel owners with tools and innovations that drive both guest satisfaction and owner profitability.
Source: Wyndham Hotels & Resorts
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