Wyndham CEO: Gen Z Now Makes Up Nearly 10% of Membership Base

Wyndham Hotels & Resorts President and CEO Geoff Ballotti said at the Skift Global Forum in New York that Gen Z now accounts for nearly 10% of the company's revenue and membership base, up from around 3% three years ago. Combined with millennials, that share has risen from roughly the high 20s to approaching 40%. Ballotti called the demographic's downstream earnings potential important, and said reaching it requires more than a competitive points program, with experiences playing a key role — for example, dozens of packages built around the Harry Styles world tour through a partnership with Madison Square Garden.