• by Tanya Gazdik , May 12, 2009

With consumers increasingly preoccupied with job security, declining real estate values, vanishing retirement funds and other economic maladies, the last thing on their minds is splurging on a vacation.

Enter Wyndham Hotels' "Save Summer" promotion, which features discount rooms and the chance to win loyalty club points redeemable for free nights. The promotion, which focuses on the Wyndham Rewards program, runs through Sept. 10.

"In the current economic climate, consumers are not just counting every penny, they're counting every loyalty point, too," said Eric Danziger, Wyndham Hotel Group president and chief executive officer in a statement.

Several participating Wyndham hotel brands are featuring discounts of 15% or more off their guaranteed best available rate, while others are offering 50% off a second night or a second room. Details of "Save Summer" brand offers are available at www.wyndhamrewards.com/ save.

Consumers, who will find out about the promotion on the hotel group's brand Web sites, can download a widget to their Facebook, MySpace and other social networking profiles to register for the promotion, and it also allows them to share it with interested online friends. Every time a friend enters the promotion, the originating consumer automatically gets a chance to win loyalty points.

"This effort from Wyndham is a creative way to instigate some viral marketing," says Forrester analyst Diane Clarkson. "They've captured some humor with the program title and life ring graphic along with an enticing offer."

The promotion is likely aimed at "influencers" who often use social networks and share products or promotions that they like, she said.

"We've seen some other travel companies have success in generating buzz through contests, with another example being Priceline's recent campaign to increase its followers on Twitter by offering a $50 hotel coupon if Priceline reached 3,000 followers by the following week; it achieved a 400% increase in the number of followers," Forrester told Marketing Daily.

Other sites where the "Save Summer" widget can be downloaded to member profiles are AOL Bookmarks, Ask MyStuff, Backflip, BlackPlanet, Blogger, Blogger Sidebar, BlogMarks, Browser Bookmark, del.icio.us, Digg, Diigo, DropJack, email, embed, Eons, Facebook, Faves, Friendster, Furl, Google Bookmarks, Hi5, HoverSpot, iGoogle, linkaGoGo, Live, Live Favorites, Live Spaces, LiveJournal, MAC dashboard, Multiply, MySpace, MyYearbook, Netvibes, NetvibesRSS, Netvouz, Newsvine, Orkut, PageflakesRSS, PerfSpot, Piczo, Propeller, Reddit, Segnalo, Simpy, Spurl, Squidoo, StumbleUpon, Tagged, Technorati, Twitter, Typepad, Sidebar, Univision, Vista Gadget, Vox, Webwag, WordPress, Xanga, Yahoo Bookmarks and Yahoo Widgets.

When winners are chosen from a widget entry, their first five friends to have registered will also receive points redeemable for a free night stay. Points worth up to 750 free night stays will be awarded throughout the summer. One entrant will be awarded one million Wyndham Rewards points that are redeemable for goods such as 40 $100 gift certificates, 160 free night stays or 14 airline tickets good within the continental U.S. The winner of the million Wyndham Rewards points will be chosen in a drawing held the week of Sept. 14.

For the first time, Wyndham Rewards members may earn points at Microtel Inn & Suites hotels, the program's newest earning and redemption partner. Wyndham Hotel Group encompasses approximately 7,000 hotels and 588,500 rooms in 66 countries under the hotel brands: Wyndham Hotels and Resorts, Ramada, Days Inn, Super 8, Wingate by Wyndham, Baymont Inn & Suites, Microtel Inn & Suites, Hawthorn Suites, Howard Johnson, Travelodge and Knights Inn.

Points can be redeemed for rewards including airline tickets, resort vacations, name-brand merchandise and for rail points or services at many popular restaurants and stores including restaurants.com, and Avis and Budget rental cars. Consumers may also enter online at www.wyndhamrewards.com/save. Membership in Wyndham Rewards is not required to enter, and no purchase is necessary.