Data Helps Wyndham Hotel Group Deliver a Five-Star Experience
The hotel company relies on technology to ensure that its rates and inventory are in sync across platforms.
With more than 7,500 hotels in 69 countries under 15 brand names, Wyndham Hotel Group is the largest hotel company in the world. However, guests aren't the only thing Wyndham has to accommodate. The parent company of such brands as Dream, Planet Hollywood, Ramada, and Super 8 also has to house travelers' data. Keeping track of available inventory, rates, and discounts is challenging, but ensuring that this data is accurate and available across Wyndham's various brand sites, distribution systems, and online travel agents is an entirely different feat. Yet, it's a necessary undertaking to guarantee that customers get the correct rate and have a positive experience no matter where they book.
“You get to the point that the customer is confident that the price that they're getting is the correct price,” says John Reilly, Wyndham's director of global ecommerce systems.
To keep its data and platforms in sync, Wyndham makes sure that the organization always has room for technology and testing.
A large portion of Wyndham's data, including its brands' inventory and plan rates, resides under the company's own roof. Additionally, Wyndham relies on a third party, loyalty and CRM firm Olson, to manage its Wyndham Rewards loyalty program across seven websites and five different languages, as well as ensure that its rewards program content is relevant to each region. Through integrations, Wyndham is able to sync the loyalty program data with its own customer data, Reilly explains.
Still, this bulk of data is no good to Wyndham unless the staff can access it quickly. So, the company has moved to in-memory solutions where the information is available in the computer's cache and easier to obtain. “If I have to go through the hard drive, it's going to be slower,” Reilly says. “Keeping things in memory is a key technology shift that's occurring as the price of memory continues to decrease at a pretty good rate.”
Testing the service
So how does Wyndham turn its data into insight? The company currently uses Adobe Experience Manager, which it adopted about a year ago, to evaluate customers' experiences across desktop and mobile--and is considering using it for tablet, as well. In addition, the hotel chain relies on Adobe Analytics, which it has been using for the past four years, to track visitors' site activity, including what reservations they make, which properties they look at, and how much time they spend on a particular page. Reilly says that the company is considering tying in Adobe Campaign to use the insight from its other two tools to personalize its content and promotions, such as for its loyalty members.
“It's all about learning so that we can hone the process and make it a smooth customer experience, whether they're on the homepage or they're getting a confirmation once they made a reservation,” he says. “We can always learn more from all of that data.”