Wyndham Hotel Group has unveiled a new strategy for an ambitious global transformation of its 16 brands.
The group, which operates almost 8,000 properties across the world, has decided to revise its strategy following an 18-month study into what the world’s business and leisure travellers require.
The strategy, which will be rolled out in summer 2016, will see the organisation revamp its 16 economy, midscale and upscale brands, including upgrades to hotel interiors, new marketing campaigns and perks for guests.
It is hoped that implementing the strategy will help travellers not have to compromise on enriching experiences simply because of price.
Josh Lesnick, Wyndham’s chief marketing officer, believes it is time for the hospitality industry to ensure travellers have the opportunity to explore the world without having to search for value for money.
Part of the strategy has seen the company give each brand of hotels its own identity, in an effort to target the needs of different types of travellers.
As an example, the Wyndham Garden promises guests they will ‘Travel at Ease’, whilst the Microtel Inn and Suites new strapline is ‘Brilliantly Efficient’.
The new identities which are given to the hotels, will be backed up by redesigned interiors and touches that will differentiate each brand, from the lobby to the website.
According to Lesnick, the company is eager to stand for something that matters to the kinds of guests we welcome so there’s something for every kind of traveller, without taking into account their budget.
Wyndham is one of the largest hotel groups in the world, boasting nearly 8,000 hotels worldwide, meaning the transformation is likely to end up being one of the industry’s largest branding exercises.
The company’s plan comes at a time, according to the groups CEO Geoff Ballotti, when the global travel and tourism industry is growing faster than the global economy.
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Date Created: 10/06/2016