HB ON THE SCENE: Making Its Mark, Wyndham Unites Brands Under One Family

LAS VEGAS—Wyndham Hotel Group’s brands are getting a new look. Beginning next week, “by Wyndham” will be added to each of the hospitality group’s brands (e.g., Ramada by Wyndham).

At the Wyndham Hotel Group 2018 Global Conference, held here this week at Mandalay Bay Resort and Casino, Geoff Ballotti, president and CEO of the hotel group, riled up franchisees with the announcement. “You asked, and we delivered,” he said as applause filled the room. The updated brand names and logos will appear across Wyndham’s digital placements (this includes brand websites, mobile sites and third-party listings).

“That’s our big news of the day, ladies and gentleman,” he joked. “You can all go home.”

The hotel group witnessed success firsthand after it added the “by Wyndham” suffix to both Wingate and Microtel Inn & Suites. According to the hotel group, the former saw an increase in brand awareness; the later experienced a steady increase in RevPAR performance compared to industry benchmarks.

“Our research proved that over 45% of guests just feel better about an endorsed brand, and when they feel better, they’ll have a more positive connection with our brands and are more likely to stay with us,” said Lisa Checchio, SVP of global brands at Wyndham.

Of course, the news was accompanied by new signage standards, which properties will need to meet by 2023. “We’re not asking you to change the pole,” Ballotti said. “We’re not asking asking you to change the monument. We’re keeping the monument shapes…All we’re asking you to change—in five years—it is not that difficult—is the face plate.” After a brief moment of silence in response, attendees cheered. Owners in North America may begin placing orders for new signs today. The group expects these global updates will be completed by December 2022.

WHG is willing to help pay for some of the costs—for a select group of franchisees. “If you are a current Certificate of Excellence Award Winner for TripAdvisor, or if you are a current Best of the Best Award Winner for your brands, or if you become one by 2020, we are are going to help you fund your signs up to $10,000,” Checchio said.

“Throughout our hotels, our guests will clearly see—from the front desk to their in-room collateral—that our brands belong to one family,” Checchio said. “Who is ready to get started?”