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.
Impact and considerations
A younger membership base signals a possible shift in how hotel loyalty programs and experience-based offerings are funded, relevant to corporate travel buyers assessing long-term loyalty value and younger employee preferences among lodging suppliers.
Key points
- Wyndham President and CEO Geoff Ballotti disclosed the figures at the Skift Global Forum in New York on September 23, 2026.
- Gen Z now accounts for nearly 10% of Wyndham's revenue and membership base, up from about 3% three years earlier.
- Gen Z plus millennials have risen from roughly the high 20s to approaching 40%.
- Ballotti stressed the demographic's downstream earnings potential and said a points program alone is not enough to reach it.
- Wyndham built dozens of experience packages around the Harry Styles world tour through a partnership with Madison Square Garden.
Sources and time
- Primary source
- Skift
- Other sources
- 0
- First source publication
- 24 Sept 2026, 03:30
- Page published
- 24 Sept 2026, 04:05
- Last updated
- 24 Sept 2026, 03:30
- Original links
- Skift Feed：Wyndham CEO Says Gen Z Now Makes Up Nearly 10% of Membership Base (opens in a new tab)Primary source · en · Published 24 Sept 2026, 03:30