Inclusive by Design: How Wyndham Made Room for Every Traveler in Its Marketing

Wyndham Hotels & Resorts was built to welcome everyone. The company runs 25 brands spanning more than 8,400 hotels across roughly 100 countries and a loyalty program 126 million members deep. From household names like Days Inn, Super 8 and La Quinta, to more aspirational offerings across brands like Dolce, Wyndham Grand and Registry Collection; whoever you are, however you travel, there's a Wyndham hotel for you.

Promoting such an expansive portfolio, however, isn't always easy. How can a marketing pipeline possibly promote everything, everywhere, all of the time to every audience they serve?

Wyndham had a place for every traveler and every trip, but not a creative for every cohort.

Pipeline Pressure

Wyndham's marketers were sharp. The cycle they were working in just couldn't keep pace with the breadth of the brands they were representing. Their existing creative cycle looked something like this:

At five ads per cycle, you can speak to a few traveler types, but you can't reflect a portfolio built for everyone. And by the time a creative round reached an audience, the moment to learn from it has usually passed. The portfolio itself was growing and changing faster than the marketing feedback loop.

The Pilot

To apply the brand promise to the campaign architecture and deliver a creative for every audience, Wyndham ran an experiment in authenticity at scale.

A 30-day pilot was designed as a two-cell test: one cell combining Wyndham's existing creative with Adora's, and the other running Adora-only assets. The question being tested was whether Wyndham could make its marketing as varied as the people they host — not whether they could simply produce more of it.

Three things made the difference:

• Creative range. Creative spanning amenity-led shots, aspirational seasonal imagery, property-specific assets (La Quinta poolsides, Super 8 road-trip moments, Ramada family scenes, etc), beach versus mountain environments, and messaging angles from free membership to redeem at thousands of properties.
• Continuous rebalancing. 29 AI-driven optimizations during the pilot, with the creative mix tuning in real time to what was actually working.
• Tight feedback loop. Insights delivered within days that helped shape the next round of creative.

What surfaced was a clearer picture of what resonated — and why — for Wyndham's varied audiences.

Rendering Resonance

It's one thing to understand what resonates with an audience — it's another to act on that knowledge. By utilizing Adora, Wyndham enjoyed:

In addition to bolstering ad performance to drive real outcomes (site visits, bookings, etc), the pilot delivered multi-layered creative insights that today's marketing teams need to create repeat success and that traditional A/B testing struggles to support — particularly at the breadth of a company like Wyndham.

With more data, more creative capacity, and faster insights, Wyndham was able to render resonance at scale.

Wider Welcomes

Wyndham's story points to a principle that goes beyond the pilot: when a portfolio is built for everyone, the marketing engine has to be able to talk to everyone — and learn from every conversation along the way.

The real win for Wyndham came from two things working together: the range to match the welcome, and a loop tight enough to keep learning from it.

Wyndham's marketers had the vision. Adora gave them the engine to bring it to scale.

Wyndham continues to unlock potential with creative versioning, incrementality testing, global creative localization, launching a successful annual membership campaign, and more. The wider welcome travels with Wyndham wherever they go next.