Introducing the New Gold Standard at Wyndham Rewards
An elite level has been added to the Wyndham Rewards frequent guest loyalty program.
When you achieve Gold status after 20 qualified stays in a calendar year, you will automatically be immediately rewarded with Gold status points which can solely be redeemed for a free night; and you will earn an additional Gold status point bonus for every 20 qualifying nights — up to a maximum of three bonuses in a calendar year.
However, the bad news is that the amount of Gold status points — which are not transferable and must be redeemed within four months of earning your free night or they will expire and will no longer be available — is tied to revenue, as shown in the following chart:
|Average Spend Per 20 Nights
$100.00 or less
$100.01 — $150.00
$150.01 or more
|Gold Status Points Earned
Your Gold status will last for the remainder of the calendar year in which you achieved status, as well as the following calendar year. You will continue to earn your regular Wyndham Rewards frequent guest loyalty program points on every qualifying night you stay. While your Gold Status Points may only be redeemed for a free night, your regular Wyndham Rewards frequent guest loyalty program points can be redeemed for free nights, gift cards, merchandise, and other reward options.
FlyerTalk members are giving this new elite status level a lukewarm reception at best, as if this elite level is better than nothing — and they would be correct. The only real benefit I see here is the amount of Gold status points equivalent to an immediate free night as a separate vehicle to earning that free night with regular Wyndham Rewards frequent guest loyalty program points — but even then, the Gold status points expire within four months; they cannot be transferred; and they cannot be redeemed for any other option other than a free night.
The bottom line for me is that striving for Gold status is not worth it unless you already stay at Wyndham Rewards hotel properties regularly. The Gold status level is tepid at best — and I will not even address the perception that the majority of the collection of Wyndham Rewards hotel properties can be considered inferior to the competition, already placing Wyndham Rewards at a disadvantage.
My suggestion to Wyndham Rewards company representatives is this: with the recent devaluations perceived by many FlyerTalk members of the points of competing frequent guest loyalty programs such as Hilton HHonors, Marriott Rewards and Priority Club Rewards — and perhaps change the name from Wyndham Rewards to something else, as the word Rewards seems to be overused in the names of frequent guest loyalty programs these days — this is a golden opportunity to offer something substantially different and poach customer share away from the competition. Capitalize on it. Be more aggressive about enticing potential customers with benefits which they cannot resist. Create more positive differentiation between Wyndham Rewards and competing frequent guest loyalty programs.
Offering a Gold status level is a start and certainly a step in the right direction — but it is not nearly enough to cause me to think twice about devoting my business to Wyndham Rewards as my primary frequent guest loyalty program.