LAS VEGAS—At the opening general session at Wyndham Hotel Group’s 2016 Global Conference, executives outlined the company’s new brand positioning for its 16 brands. This will include refreshed marketing campaigns and websites, as well as new guest-facing initiatives and redesigns.
“We remain committed to the three things we told you we would be more committed to than anything 18 months ago [at the last conference]: a commitment to delivery and developing the very best brand quality and operations support in the industry; delivering the very best technology solutions this industry has to offer; and delivering the very best sales and marketing and loyalty that this industry has to offer,” said Geoff Ballotti, Wyndham Hotel Group president and CEO.
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| Rendering of the Wyndham Garden prototype |
Josh Lesnick, EVP and CMO, Wyndham Hotel Group, noted that the company needs to connect to guests on a deeper, more emotional level, a big component of the new positioning. “Our target audience and what they want has changed. In the next five years, Millennials will be the single largest buyers of travel. Millennials prefer experiences over material possessions, but unless they live and work near a major city, they don’t have money. The second major shift is the emergence of a massive global middle class. Experts project that this global middle class will grow from two billion to five billion people in the next 10 years. Like Millennials, they’ll be well-educated, tech savvy and want to travel, but they too will have limited disposable income. The convergence of these two market segments create what we like to call the everyday traveler, and that is our target audience. The everyday traveler is looking for a great price, but more importantly, they want an amazing experience.”
Lisa Checchio, VP, brand marketing and insights, Wyndham Hotel Group, outlined a few of the new initiatives designed to position the brands for the everyday traveler. For example, Microtel Inn & Suites by Wyndham will pilot a text request messaging program; Travelodge will implement a Grab and Go breakfast meant to appeal to the adventure-seeking guest; Ramada will offer bento box-inspired F&B offerings; Wingate by Wyndham will pilot SoniCast in-room casting technology to enable guests to watch their own content on the guestroom TV; and Wyndham Grand will roll out Brew Parlor—an initiative that had been piloted in several hotels—to all of its properties. Brew Parlor is a twist on the traditional happy hour centered on cold-brewed coffee. In total, nearly 30 programs are currently in market or under development, and will be outlined throughout the conference.
Additionally, four brands have new prototypes, with updates to the additional brands. Chip Ohlsson, EVP and chief development officer, North America, Wyndham Hotel Group, said, “Microtel Inn & Suites delivers a midscale experience, but operates in the economy segment. The entire lobby has been redesigned for a social experience with communal tables, workstations and pods, eliminating the need for the traditional front desk, making not only check-in but the entire experience truly efficient. It is the only new-construction prototype hotel which 82% of square footage is designed to be revenue generating.
We’re also excited to relaunch Wingate by Wyndham. This new design reduces the existing footprint by over 15% presenting an opportunity for greater ROI for our owners. Hawthorn Suites' new design prototype is a category killer. With demand for these brands through the roof, we created an unprecedented prototype to combine Wingate and Hawthorn into one. Finally, Wyndham Garden’s completely reimagined design brings in the serenity of the garden right into our lobbies.
