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94%
reduction in time required to review changes to brand standards
30-50%
reduction in average call handle times with AI, freeing team members for high-value interactions
28%
of incoming calls handled by AI agents, easing the load on staff and lowering costs
AI capabilities drive efficiency, so Wyndham can confidently continue to scale across its global footprint
SITUATION
Building a lasting advantage through trusted AI and human expertise
As a global industry leader in hotel franchising, Wyndham’s success depends on its franchise owners’ success. That's why Wyndham takes an “owner-first” approach — offering franchise owners continually upgraded support and services and keeps its own operations lean to deliver value efficiently.
But the hospitality industry is fiercely competitive. As Wyndham continues to expand globally, it’s competing with chains with larger budgets and larger teams. Staying ahead takes more than incremental change. That’s why Wyndham set out to scale AI across its operations, guided by a key insight — using agentic AI in isolated use cases, where it improves processes somewhat, isn’t good enough. Rather than treating AI as an innovation silo, Wyndham is embedding it across functions, putting AI at the center of how it works and competes globally.
In the age of AI, innovation and the ability to move first and move fast create major opportunities for competitive differentiation. That’s good news for Wyndham — and its franchise owners — as they compete with other global hotel giants. Building on a strong foundation of continual transformation, Wyndham had already collaborated with PwC to modernize its data architecture with AWS, upgrade its loyalty infrastructure and migrate to Salesforce. So, when it came time to scale AI across its business, Wyndham turned to the same trusted advisor to bring that vision to life.
SOLUTION
Less time on tasks. More impact with AI
Wyndham worked with PwC to put trusted AI to work — to reduce workload, build confidence in results and transform service delivery. It started by expanding Wyndham Community — its owner engagement platform — built on Salesforce Experience Cloud with Agentforce. With a scalable AI strategy focused on fast ROI, each new project is designed to deliver enough value to pay for itself and more.
AI addresses pain points for owners
Wyndham supports more than 9,300 franchised properties across 25 brands in 95 countries with one loyalty program. To keep operations running smoothly, it provides franchise owners with brand standards to guide operations and define the guest experience — from IT systems to how to hang drapes or greet guests. These standards should be detailed enough to deliver a unified, reliable brand experience but flexible enough for local adaptation.
To create a more cohesive experience across brands, Wyndham set out to consolidate its global standards and move beyond its legacy brand standard portal. The challenge? Balancing consistency and quality at scale. Before AI, every brand standard change request required an average of 30 days of manual work — cross-checks, reviews and approvals included. With 300+ standards per brand, that approach wasn’t sustainable.
That’s where AI agents changed the game. With PwC’s help, Wyndham deployed Agentforce AI agents to consolidate standards, simplify workflows for change requests and create centralized, user-friendly access for franchisees. Automated prompts, co-authoring capabilities and real-time monitoring let team members guide and oversee AI agents — keeping human oversight in the loop.
The impact was immediate. AI-powered reviews are 20 times faster than manual ones, and Wyndham completed the bulk of this transition in just two months. Today, with agentic AI, Wyndham delivers brand consistency at speed — without sacrificing the rigor and reliability its franchise owners rely on.
AI transforms service and cuts costs
Wyndham has hundreds of call center agents supporting franchise owners every day — answering questions, solving problems and keeping operations on track. Speed and accuracy matter. A missed detail can ripple out to impact franchise operations and the guest experience. To meet these demands, Wyndham needed a solution that strengthened — not replaced — its team members.
Because AI is only as effective as the people using it, PwC helped make sure Wyndham’s team members understood, trusted and adopted AI across their daily workflows. The result? A solution that wasn’t just implemented — it was embraced. Today, AI agents handle routine owner requests instantly and support human agents to more quickly resolve complex ones.
AI responds in seconds through chat — replacing the need for time-intensive front desk or call center training. Addressing an IT issue? AI agents can help pinpoint root causes or consult documentation in real time. And when a case needs escalation, it’s routed to the right specialist fast. Team members now have AI-powered support at their fingertips, making documents and resources easy to find, right when they’re needed.
That same support is extending to guests, too. AI agents can now handle reservation changes, reset a loyalty account password, check in and out, collect stay feedback — even guiding customers through the booking process and upselling services. Built to scale, the system supports both chat and voice, helping Wyndham elevate service while staying ready for what’s next.
RESULTS
Becoming an AI-powered global hospitality company
Wyndham’s use of AI agents is delivering clear results. Call center costs have dropped while end-user satisfaction is up across both franchise owners and guests. For brand standards, the review time is down 94%, saving 40 to 80 hours of team member time on each review. The efficiencies unlocked the impossible: Wyndham has unified, easy-to-access global brand standards that accommodate regional variation. It’s freed up resources so Wyndham can reinvest in future innovation and guest experiences.
For Wyndham’s franchise owners, AI agents are helping drive innovation — delivering savings and transforming the guest experience. With automation often handling routine tasks, franchisees can serve guests faster and better, without growing their teams. Team members now focus on the human moments that matter most, while AI takes care of the rest. And soon, these agents will manage even more guest requests directly — cutting costs and raising satisfaction.
Wyndham designed its AI strategy to grow and adapt. With advanced data architecture, a Responsible AI framework and ongoing upskilling, the company is ready to scale AI across the business — including voice-enabled solutions that make AI even easier to use. Wyndham has already identified hundreds of potential uses and is taking an agile approach. Teams are empowered to surface new opportunities and every project is built to help deliver quick, measurable value — freeing up resources so Wyndham can reinvest in the people and priorities that drive the business forward.
With trusted AI woven into its operations, Wyndham isn’t just keeping up. It’s setting a new standard for global hospitality.
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