Women on Their Way
| Industry | Hospitality industry |
|---|---|
| Founded | 1995 |
| Parent | Wyndham Worldwide |
| Website | Women on Their Way |
Women on Their Way is a program for women travelers that was launched by Wyndham Hotels & Resorts in 1995. The program offers women a variety of room and hotel amenities and services, as well as travel deals, packages and advice.
Women on Their Way makes use of feedback from women travelers and women's organizations to provide a hotel experience specially tailored for women. The program keeps a record of individual travelers' preferences, such as room service orders and room location. When that customer makes a repeat visit to any Wyndham hotel, the hotel automatically provides the same amenities to the customer.
As part of this program, Wyndham has also created women-friendly innovations such as courtesy calls alerting guests when room service is about to be delivered. Women on Their Way's website offers travel deals and packages, as well as advice on travel destinations, lodging, timeshare resorts and vacation rentals.
According to Wyndham CEO Stephen Holmes, the Women on Their Way program was formed to emphasize women’s distinct preferences in areas such as amenities and security when it came to booking travel.
In 1995, when Women On Their Way was launched, it was based on a simple premise: to listen and respond to women travelers and make travel better for everyone as a result. The idea to market to women was considered revolutionary by the hotel industry. Trend forecasters such as Faith Popcorn and Tom Peters cited Wyndham and the Women On Their Way program as being way ahead of the competition in knowing how to market to women travelers: and. The program has evolved in recent years, as the growth of the female business traveler demographic has necessitated changes across the entire hospitality industry. Wyndham has noted that the more common presence in hotel rooms of items such as ironing boards, hair dryers, and coffee makers since the 1990s stems from hotel companies' responses to women customers' demands. Wyndham executives have explained that the company's emphasis on marketing to female business travelers is a response to the fact that women now tend to be the primary selectors of hotels. Since Wyndham began the Women on Their Way program, the proportion of their customers that are women has doubled, with women now representing half their customer base.
At some Wyndham hotels, such as the Wyndham Miami Airport Hotel, women business travelers represent more than half of check-ins. The program now covers all its brands and businesses.
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