Like so many companies that rely on travel to sustain their businesses, Wyndham Hotels needed to rethink how it applied marketing dollars amid the pandemic. Using customer data platform Amperity, which it began implementing in late February right before the lockdown, Wyndham was able to cull insights about consumer behaviors, identify industry trends and inform adjustments to its marketing and media spend, according to a piece in AdExchanger.
Determining how to shift the company’s media spend was key. Given its portfolio of luxury and mid-range hotels, Wyndham needed to reallocate advertising dollars in light of softer demand for its products. And as demand begins to increase over time, Wyndham will use the CDP to identify new trends and consumers who are the most likely to begin traveling again.
For example, the brand noted that consumers were driving to nearby attractions at the end of the summer. Using information like location, destination and the distance they were traveling, the hotel chain was able to personalize its communications toward these consumers.
Another factor that has determined Wyndham’s success with the CDP: With a loyalty program of 85 million customers, it had a decent grasp of its data and personalization prior to implementation. Given its flexibility, Amperity was a good choice for Wyndham because it complemented the brand’s existing martech stack.
For a deep dive into Wyndham’s CDP strategy, read more in AdExchanger.