12 Wyndham Hotel Group brands are adding ‘by Wyndham’ suffix to their names. This decision to unite its signature lodging brands under the Wyndham banner was unveiled in front of thousands of its franchisees at the company’s Global Conference.
Brands adding the ‘by Wyndham’ hallmark are Ramada, Super 8, Days Inn, Howard Johnson, Travelodge, AmericInn, Baymont, Ramada Encore, Dolce, Dazzler, Esplendor, and Trademark – representing 7,074 properties across the globe. The move not only unites the company’s diverse hoteliers under a common mission and name, but is also expected to favourably impact guest trial and brand awareness throughout the company’s portfolio.
“As the leader in midscale and economy lodging, the Wyndham name has become synonymous with making hotel travel possible for all,” said Barry Goldstein, Wyndham’s executive VP and chief marketing officer. “This new designation for our brands is a celebration of the accomplishments we’ve made in our mission to make travel possible for everyone, revolutionising Wyndham Rewards and elevating our brands through a laser focus on quality, technology, and sales and marketing.”
Beginning April 16, the updated brand names and logos will appear across Wyndham’s digital placements from brand websites to mobile sites and third-party listings. The updates will progress around the world with an expected completion date of December 2022.
The ‘by Wyndham’ cross-branding initiative represents a further evolution of the company and its brand portfolio leading up to its spin-off as a pure-play hotel franchising and hotel management company (Wyndham Hotels & Resorts, Inc.), which is scheduled to occur later this quarter. Wyndham’s Wingate, Microtel, Hawthorn Suites and Tryp brands already incorporate ‘by Wyndham’, and all 20 of the company’s hotel brands participate in its Wyndham Rewards loyalty program, which has more than 55 million members.
“In a world with thousands of hotel brands available, guests look to names they trust, like Wyndham, which they know means a quality experience and exceptional service,” said Lisa Checchio, senior VP, Global Brands. “Putting that powerful name on the front door drives trial and builds tremendous awareness. Think of how many potential guests drive past our signs every day.”
Globally, research shows that nearly 45 percent of consumers ‘feel better’ about an endorsed brand, and almost one-third expect a better quality experience. Wyndham has already seen this effect on several of its existing brands, including Wingate by Wyndham and Microtel Inn & Suites by Wyndham – two brands recognised by the industry for its quality. For Wingate, the addition of ‘by Wyndham’ in 2007 significantly increased brand awareness, and Microtel has experienced a steady increase in RevPAR performance compared to industry benchmarks since the ‘by Wyndham’ addition.
The shift also reinforces the power of Wyndham Rewards, which continues to drive loyalty to the entire family of brands. Guests will now be able to easily associate each ‘by Wyndham’ brand with the top-ranked program – giving them peace of mind and a reason to return again and again.