INTRODUCTION Although Wyndham Hotels started as a private entity and quickly established itself as a successful chain in the lodging industry, a number of ill-advised activities in the late 1990s helped to make the hotel chain indistinguishable from its competitors and even by frequent travel guests. After the collapse of its parent company in 1999, Wyndham was loosing money, consisted of lodging properties with non-standard operating policies and IT infrastructures and faced the Internet surge that was shaping the lodging industry as a commodity. Through a series of organizational changes at the executive level, restructuring programs that included insourcing and centralizing IT, Wyndham slowly started to re-establish its brand based on a guest loyalty program featuring the comforts of home, the ByRequest program. This program helped start Wyndham on a path to differentiate itself from its competitors and create a competitive advantage. Although early success was seen, Wyndham needs to do more to enhance and promote their ByRequest program as it only contributed a small per......

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