Wyndham Hotel Group unveils global transformation
Wyndham Hotel Group (WHG), has unveiled its vision for the democratisation of travel, bringing the hospitality industry a step closer to providing great value and quality experiences at every price point.
The world’s most diverse and largest hotel company based on number of hotels, has devised a roadmap for the strategic transformation of its iconic brands aimed at elevating the travel experience for millennials and the diverse global middle class.
The product of an 18-month study focused on 50 recognised hotel brands along with the primary decision drivers of thousands of business and leisure travelers around the world, WHG’s global transformation will reposition and revitalise its 16 economy, midscale and upscale brands to meet the needs of travelers regardless of their budget or traveling style.
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.
Josh Lesnick, WHG’s chief marketing officer, said: “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.
“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.”
Driving the democratisation of travel
WHG’s transformation is unlocking the untapped opportunity to serve the everyday traveller, whose needs and preferences are often more nuanced than the existing ‘economy’ options available to them.
Travel and tourism is one of the fastest-growing industries globally, with its contributions to the global GDP expected to rise from $7.2 trillion to $11 trillion over the next decade as the global middle class more than doubles from two billion to 4.9 billion. With its powerhouse portfolio of nearly 8,000 hotels worldwide in the economy, midscale and upscale segments, WHG is well-poised to meet these demographic tailwinds and lead the hospitality industry in empowering guests to have great experiences at a great value.
Geoff Ballotti, WHG’s chief executive officer, said: “We’re transforming at a time when the $7.2 trillion global travel and tourism industry is growing faster than the global economy, fuelled largely by millennials and an increasingly travel-curious middle class.
To uncover what matters most to the everyday traveler, WHG partnered with brand strategy and experience firm Siegel+Gale 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.
The research yielded key insights into traveler expectations that informed WHG’s transformation, including a more nuanced ‘one size does not fit all’ approach to economy hospitality and an emphasis on a great experience over status. These insights created the foundation for new brand promises for owners and guests built on differentiated values and guiding principles to drive more memorable experiences for travelers.
“We’re unlocking the potential of our iconic brands,” added Ballotti. “It’s time.”
Unleashing the power of 16 brands
Building on the momentum of its revamped loyalty program, Wyndham Rewards, WHG clearly defined each brand creating meaningful identities to meet the needs of every kind of traveler, bringing to life a brand personality as unique as that of its guests: from re-energising American classics such as Super 8 (new brand promise: ‘An American Road Original’) to enriching guest expectations at Travelodge (new brand promise: ‘Your Basecamp for Adventure’) to award-winning Microtel Inn & Suites by Wyndham (new brand promise: ‘Brilliantly Efficient’).
Guests can look forward to changes that capture these brand experiences, from redesigned interiors to distinctive touches that differentiate each welcome – from websites to the moment they enter their rooms.
“Not all economy and midscale hotels are alike, just like no two travelers are alike,” added added 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.”