2. Advantages of ByRequest compared to points based programs: f. Personalization: guests get proper reading materials, later checkouts, and guaranteed room availability (pg. 10) g. Guests get what they want when they stay at Wyndham by allowing managers to access their profile and preferences (pg. 10) h. Wyndham does not have to worry about redeeming points or conflicting blackout dates. Points create liabilities that cost money and Wyndham does not include them (pg. 12) i. Guests get perks, like registration free check-in, free room upgrades, and free telecom services (pg 10) j. Takes at least 11.5 years for points based systems to provide a free 3-day vacation (Figure 2). ByRequest focuses on customization.
3. Benefits to the target market:
k. High level of personalization and customization
l. Complementary amenities such as Internet, automatic upgrades, snacks/drinks, newspaper m. Centralized IT infrastructure facilitated for convenient access n. Managers were given authority to enhance guest experience...