Last updated: 10:30 AM ET, Wed June 08 2016

Wyndham Readies For Global Transformation Across All 16 Hotel Brands

Hotel & Resort | Patrick Clarke | June 08, 2016

Wyndham Readies For Global Transformation Across All 16 Hotel Brands

PHOTO: Wingate by Wyndham Calgary Airport (photo courtesy of Wyndham Hotel Group).

Wyndham Hotel Group has set out to jump start the democratization of hospitality.

On the heels of an 18-month study, the company announced Wednesday that it will transform all 16 of its hotel brands in an effort to better meet travelers' needs.

The extensive rebranding effort will include new ad campaigns, refreshed designs and enhanced guest perks.

Wyndham said the transformation is already underway and guests will begin to notice changes as soon as this summer.

The Inspiration

Wyndham teamed up with brand strategy and experience firm Siegel+Gale in hopes of gaining a better understanding of guests' priorities and preferences.

Research suggested a more nuanced approach to economy hospitality and an emphasis on experience over status. Using those insights as a foundation, Wyndham then clearly redefined each brand. 

For example, Super 8 has become "An American Road Original," while the new brand promise for Travelodge — 50 percent of which are located within 25 miles of a National Park — is "Your Basecamp for Adventure."

READ MORE: What's Fueling the Rise of Sustainable Hotels?

"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 Wyndham Hotel Group Chief Marketing Officer Josh Lesnick in a statement. 

"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."

READ MORE: Wyndham Tweaks Rewards Program With New Member Levels

Perfect Timing?

It's safe to say Wyndham is wasting no time with its rebranding efforts and rightfully so.

"We're transforming at a time when the $7.2 trillion global travel and tourism industry is growing faster than the global economy, fueled largely by millennials and an increasingly travel-curious middle class," said Wyndham Hotel Group CEO Geoff Ballotti in a statement. 

In addition to the travel and tourism industries' contributions to the GDP, the global middle class is projected to explode over the next decade, which will likely prompt increased demand for economy and midscale brands in the U.S. and abroad.

"We're unlocking the potential of our iconic brands," added Ballotti. "It's time."


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