By Orit Naomi, HTN staff writer - 6.13.2025
Wyndham Hotels & Resorts used the occasion of its 2025 Global Conference in Las Vegas to announce a series of new technology initiatives aimed at improving operational efficiency, supporting franchisee success, and enhancing the guest experience. Among the highlights was the introduction of Wyndham Connect PLUS, an upgrade to its guest engagement platform that incorporates artificial intelligence for automated messaging, voice assistance, and integrated self-service check-in. Another new offering, Wyndham Gateway, is a centralized guest Wi-Fi login system that aims to improve user experience and open up new revenue opportunities through tiered access without requiring loyalty program enrollment.
These developments are part of Wyndham’s broader effort to reduce complexity for franchisees and give them access to tools that help streamline staffing needs, modernize service delivery, and drive incremental revenue. Connect PLUS, available at no cost to qualified franchisees through the end of the year, is intended to help automate common guest requests and transactions, allowing hotels to redirect staff to more critical functions. Gateway, meanwhile, aims to simplify internet access while enabling hotels to monetize their Wi-Fi infrastructure.
The rollout of these tools comes as hotel brands across the industry continue to explore how emerging technologies—particularly AI—can be applied to reduce operational friction and meet evolving guest expectations. Hilton, for example, recently shared that its AI efforts are focused on supporting in-stay guest services and operational tasks, including housekeeping logistics. Marriott and IHG have also made targeted AI investments, though many of their deployments to date remain behind the scenes or embedded in loyalty and revenue management systems.
What sets Wyndham’s approach apart is its emphasis on owner accessibility and usability. The company has positioned these new offerings as easy-to-deploy tools that integrate into the existing tech stack, requiring little additional investment or technical expertise. This is consistent with Wyndham’s broader franchise-first model and ongoing investments in centralized infrastructure, including its unified PMS and CRS platform strategy.
Still, execution will be important. Rolling out advanced tools like automated messaging and self-service check-in across a large and diverse franchise system presents challenges—particularly around consistency, staff training, and backend integration. Wyndham appears aware of these issues and is framing the current phase as a pilot program, allowing operators to trial the platforms before making long-term commitments.
From a competitive standpoint, Wyndham’s announcements reflect the increasing pace of digital transformation in hospitality, particularly in the economy and midscale segments where the company has a strong presence. While higher-end brands have often led with early tech adoption, Wyndham’s moves signal that guest-facing innovation is becoming a priority across all tiers.
Taken together, these initiatives demonstrate a pragmatic approach to modernizing hotel operations—one that emphasizes ease of use, scalability, and near-term benefits. While not revolutionary, the tools announced this week could prove valuable in helping franchisees better manage labor constraints, improve service consistency, and create new revenue streams. As more hotel companies test and implement similar technologies, the next few years may see a broader shift toward smarter, more connected property-level systems across the industry.