As travelers prepare for a busy holiday travel season, there are some things they're not looking forward to about visiting family.
Last week, Wyndham Hotels & Resorts launched a "Stay Close," campaign centered around such misgivings, suggesting a nearby hotel can help keep everyone sane this holiday season.
"Stay Close' includes a series of 6 and 15-second ads running on digital video and connected TV on YouTube, paid social media on Meta's Instagram and Facebook, along with email marketing initiatives. Each of the spots explores various aspects of the campaign's theme -- from uncomfortable couches to the annoying "Aunt-Arazzi," and gifts from dad that arrive alongside criticism. A voiceover then delivers the line "Stay close by staying at a hotel by Wyndham instead," suggesting the time apart can also help preserve family relationships.
Wyndham's appeal to holiday travelers also includes a rewards points promotional offer to further convince travelers the comforts of a hotel stay are well worth the extra expense this holiday season, which runs a bit longer. The offer gives travelers the chance to earn an extra 7,500 Wyndham Rewards points for staying two nights at a Wyndham location through Jan. 20.
"The holidays can be a magical time with family and friends, but let's face it, a little personal space and a real bed go a long way," Marissa Yoss, vice president of media and brand marketing at Wyndham Hotels & Resorts said in a statement. "No matter where your travels may take you across the U.S. this holiday season, chances are there's a Hotel by Wyndham just 10 minutes away."
With the "Stay Close" campaign Wyndham hopes it can capitalize on a particularly promising holiday travel season. The American Automobile Association predicted a record holiday travel season for 2024, anticipating that around 119.3 million people will travel 50 miles or more.
In a call with investors discussing its Q3 earnings report, Wyndham Hotels & Resorts CFO Michele Allen alluded to the "favorable holiday calendar" built into the company's Q4 outlook, which includes" two extra leisure travel days over the Christmas holiday period this year,"
Anticipating the "increased leisure demand" would benefit the brand over competitors more reliant on business travel.
The promotional component of the campaign appears to be part of the brand's strategy to focus on driving the Wyndham Rewards program. During a recent investors call, Allen said the company's rewards credit card program has been " the largest contributor" to Wyndham's ancillary fee growth in 2024, and predicted it would remain so for 2025.