Wyndham to “Transform, Reposition and Revitalize” 16 Brands

Wyndham Hotel Group (WHG) has unveiled plans to “transform, reposition and revitalize” its 16 economy, midscale and upscale brands.

From rejuvenated interiors and refreshed marketing campaigns to enhanced perks targeted to the kinds of travelers each brand welcomes, guests will begin to see changes throughout WHG as early as summer 2016.

“We believe travel is about creating lasting memories, but given what’s currently available in the market, travelers are forced to compromise enriching experiences because of price,” said Josh Lesnick, WHG’s chief marketing officer. “It’s time for the hospitality industry to get democratization right – it’s not just about value for money, it’s about the freedom to explore your world the way you want. Wyndham Hotel Group’s transformation enables that freedom.”

To uncover what matters most to travelers, WHG partnered with Siegel+Gale, a brand strategy and experience firm, to understand guests’ preferences and priorities and design brand experiences tailored to elevate midscale and economy hotel stays by delivering both the wonders of travel and great value.

“Not all economy and midscale hotels are alike, just like no two travelers are alike,” said Lesnick. “We’ve taken our 16 brands and redefined them to stand for something that matters to the kinds of guests we welcome so there’s something for every kind of traveler, regardless of their budget. To Wyndham Hotel Group, hotel rooms aren’t just boxes, they’re the gateway to lasting memories.”

WHG is also investing in:

- Upgrading backend technology: WHG has rolled-out a secure, cloud-based property management system with automated revenue management capabilities to the majority of its portfolio. More than 300 hotels are converting to this system each month. The company says that hotels that have adopted it have seen an increase in RevPAR.

- Say goodbye to the subpar and usher in the new: WHG has increased the number of substandard quality properties removed over the past two years while adding more than 650 new-construction hotels to its pipeline, including hotels under its LEED-certifiable Days Inn and Super 8 prototypes along with its award-winning Microtel Inn & Suites by Wyndham and Wingate by Wyndham brands.

- New perks and partnerships: WHG’s loyalty program, Wyndham Rewards has just added an “elite” program for the masses that offers discounts on local experiences for no additional points at its top destinations around the world. WHG is also stepping up partnerships with apps, services and even chefs to upgrade the guest experience and increase satisfaction without compromising price or quality, such as cold brew parlors at select Wyndham Grand properties, or discounted admission to participating Six Flags theme parks.

“This transformation is just the beginning of our journey to not only solidify our position as one of the most formidable players in hospitality, but to champion the everyday traveler and the experiences they deserve,” added Ballotti.

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