Wyndham’s Julie White on distribution, loyalty and marketing

As vice president of commercial for Europe, the Middle East and Africa (EMEA) for Wyndham Hotels & Resorts, Julie White has a lot on her plate. 

Her work spans distribution, revenue management, sales, loyalty and marketing for the global company’s managed and franchised properties across EMEA, which encompass nearly 68,000 rooms. 

In a discussion in the PhocusWire Studio at Phocuswright Europe 2022, White explains some of the critical needs coming from hoteliers today, as they work to capture bookings from consumers returning to travel while also using business intelligence tools to operate in a way that is both efficient and smart.

“There’s a lot of data coming to the surface, but how to display that in a way that’s really simple and easy to interpret - so using things like a red-amber-green sort of traffic light symbol [to show] are things good, do I need to have a watch or is there a problem I need to address quickly,” she says. 

White explains how technology is also being used to help revenue and sales teams make decisions faster and how it is providing better visibility into rate parity issues. 

Regarding loyalty, White explains how Wyndham Hotels & Resorts is using its mobile app to “bring stickiness” to its relationship with loyalty members by providing new tools that meet travelers’ needs – and keep them coming back.

The discussion also touches on marketing, sustainability and what White learned from nearly two decades in the airline industry that is impacting her work now in hospitality. 

Watch the full discussion below.