Wyndham Sees Success From Free Phone Call Promo

DALLAS— HOTEL BUSINESS® has learned that Wyndham International is seeing a jump in ByRequest membership resulting from its free, unlimited, local and long distance phone call promotion, according to Kathi Kulesza, vp/Wyndham ByRequest. Launched early last month, the guest recognition program— offering free phone calls, high-speed Internet access, copying and faxing privileges—already boosted enrollment of new ByRequest members by 46% during the last week of June. Kulesza noted the increase in loyalty club membership “is significant. It shows that the word is out and that people are interested in the benefits.” She added that the cost for hotels to deliver the free phone call amenity is not high. Typically a guest spends approximately $20-$40 per night on phone calls, which now equates to a significant saving for ByRequest guests. The brand is not adding any of the cost to its room rate. “Phone call fees are the number one complaint of guests,” she said, noting the promotion represents a way to drive loyalty. “We expect our best customers to return to the brand…This was just another way to increase stay volume,” she stated. The free phone call benefits are a lifelong perk for existing ByRequest members, and for any new member that joins and stays at a Wyndham hotel by Sept. 30. —Diana M. Rodriguez