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

Photo Credit: Wyndham President and CEO Geoff Ballotti speaks at the Skift Global Forum in New York City on September 23, 2026. Skift Wyndham Hotels & Resorts is reaching more young travelers than it was three years ago and is tapping into experiences to appeal to them. Gen Z accounted for around 3% of the company’s revenue and membership base then. “That has grown to nearly 10%,” President and CEO Geoff Ballotti said at the Skift Global Forum on Wednesday. Combined with millennials, that figure has “gone from roughly high 20s to approaching 40%," he said. “The downstream earnings potential is so important.” Reaching that demographic requires more than a competitive points program, and experiences are part of how Wyndham is making its case. Through a partnership with Madison Square Garden, for example, Wyndham set up dozens of packages built around the Harry Styles Worl