Wyndham turns siloed records into unified guest profiles with Data 360

Millions of records, siloed views

Wyndham Hotels & Resorts is one of the world's largest hotel franchising companies, supporting approximately 8,400 properties under brands including Super 8, Days Inn, and La Quinta. As their business grew, 165 million records’ worth of guest information became siloed across separate reservation, loyalty, and customer care systems.

During each service call, reps had to piece together details from multiple places to understand who they were helping, sometimes because guest information existed in duplicate profiles. That made it harder to identify loyalty members and spot opportunities to enroll non-members in Wyndham Rewards.

“We get more than 10 million customer calls each year,” said Janesh Patel, SVP, Global Contact Center and Franchise System Support. “Every opportunity for personalization and loyalty engagement adds up.”

A complete view of every guest

To bring guest data together, Wyndham created Wyndham Reservations Guest 360, a comprehensive platform unifying information from multiple sources into a single, trusted, real-time record of every guest. Agentforce Service uses these unified profiles to provide everything reps need to know about each guest in one view.

When a customer contacts Wyndham, service reps can immediately see reservation history, loyalty status, stay preferences, accessibility needs, past interactions, and guest sentiment in their service console. For example, if a guest calls to extend their reservation, a rep can instantly see previous stays, upcoming bookings, and loyalty status. They can update the reservation from the same screen and, if the guest isn't already a Wyndham Rewards member, explain the benefits of enrolling.

The unified guest record doesn't just help reps understand the customer — it also gives Agentforce Service the context needed to help reps work more efficiently. Suggested replies, case summaries, and next-best-action recommendations powered by Agentforce enable reps to provide more personalized support, more efficiently. 

For example, if a guest emails to inquire about available properties in a city they’d like to visit, Agentforce uses that guest’s previous reservations to surface a list of recommendations for similar properties in the desired location. It then drafts a personalized email with those recommendations, which the rep can review, change if necessary, and send.

A real-time guest data foundation

Behind the scenes, Wyndham Reservations Guest 360 is powered by a zero-friction data supply chain that brings reservation, loyalty, operational, CRM, and feedback data into Data 360, where it can be unified into continuously updated guest profiles.

Informatica provides the enterprise master data management layer, where guest records are matched, merged, and standardized. Those mastered records flow through Amperity, a third-party customer data platform, before being ingested into Data 360 via MuleSoft.

MuleSoft also streams real-time information from Wyndham's core business systems into Data 360. Reservation data comes from SynXis, loyalty information comes from Tally, and property management data comes from Oracle Opera. Historical guest information is brought in from Amazon Redshift through Amazon S3, while guest sentiment from AgentExchange solution Medallia and CRM interaction history from Agentforce Service provide additional context.

Data 360 harmonizes these inputs into continuously updated, unified profiles for more than 165 million guests. This becomes the context for Agentforce’s recommendations and the workflow guidance reps need during every interaction.

Faster service, more revenue

With reps spending less time searching for information and more time helping customers, experiences have improved while making phone conversations 21% shorter year on year.

Better guest context also helps reps connect guests with relevant partner offers. The percentage of guests who accepted a transfer to a partner offer increased from 20% to 27%, while the number of partner offers presented grew by approximately 40%. 

The impact extends to loyalty as well. By quickly identifying non-members and avoiding duplicate guest records, reps have increased Wyndham Rewards enrollment by 5%.

Why Wyndham chose Salesforce

Zero-friction data supply chain

“We didn’t want to replace the systems we already used,” said Michael Mahar, SVP, Head of Commercial Technology, Loyalty & Digital Products. “We wanted to build on them.” By layering MuleSoft and Data 360 onto their existing Informatica environment, they modernized how guest data flows through the business while preserving years of investment in their core data infrastructure. 

A foundation for agentic experiences

The same trusted context that supports service reps today also powers Agentforce, which provides franchise owners with instant, 24/7 support in natural language. “As we bring AI into more of the ways we work, our unified data is going to keep paying off more and more,” said Patel. “Our AI agents will be able to work from the same real-time customer data as employees.”  

Trusted implementation expertise

Salesforce Professional Services and Salesforce’s forward-deployed engineers worked alongside Wyndham’s internal teams to design and deploy Wyndham Reservations Guest 360, simplifying implementation and helping accelerate adoption across the service team.