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You know I was asking this very question this week. I am a hotel reviewer and just checked out of the Rio Mar in Puerto Rico on Thursday. I am a member of every program for every hotel you can imagine (the points build up when your job is staying in hotels) and as such I am a member of By Request. I'm not sure exactly what advantage they are receiving from the program. Auto Upgrade, personalized gift waiting in the room, but no need for advancement points wise as you get these things from the start.

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Q: Does the Wyndham By-Request initiative create competitive advantages?
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