Wyndham Hotel Group is undergoing a complete brand transformation incorporating upgrades, marketing and new partnerships for all of its 16 brands.
A ‘substantial investment’ will see each of its economy, midscale and luxury brands position themselves more effectively for the millennial and growing middle class segments starting with website upgrades for each brand.
"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 CEO Geoff Ballotti.
"With Wyndham Hotel Group’s unmatched scale and the breadth of our portfolio, no one is better positioned to meet this demand."
The company is keen to highlight each brand personality, such as Travelodge which it describes as ‘Your Basecamp for Adventure,’ and Microtel Inn & Suites by Wyndham’s ‘Brilliantly Efficient.’
Starting this year hotels will get upgraded backend technology, refreshed interiors, amenities and perks through local and brand wide partnerships.
The wide-ranging makeover comes about from findings garnered from a comprehensive18-month study of 50 recognized hotel brands and the expectations of business and leisure travelers around the world.
WHG partnered with brand strategy consultants Siegel+Gale to design new brand experiences based on the research.
"Not all economy and midscale hotels are alike, just like no two travelers are alike. We’ve taken our 16 brands and redefined them to stand for something that matters to the kinds of guests we welcome," said chief marketing officer Josh Lesnick.
