Wyndham Hotels & Resorts has appointed Scott Strickland as chief commercial officer reporting to Geoff Ballotti, the company’s president/CEO.
In this newly created leadership role, Strickland and his team will continue delivering the best value and experiences to Wyndham’s owners and guests across its 25 brands through a united commercial organization, according to the company.
With the creation of this new organization, Lisa Checchio, EVP/chief marketing officer, will depart Wyndham.
“Over seven years ago, we recruited Scott from the private equity world, where he led the information systems, e-commerce and business transformation teams at many great companies including D+M Holdings, Nissan and Black & Decker,” said Ballotti. “Under Scott’s thoughtful and strategic guidance—including managing and deploying our $275-million investment in best-in-class technology, digital and franchisee opt-in services over the past five years—Wyndham has taken a leadership position and delivered multiple industry innovations for its owners. In this new role, Scott and his expanded team will continue to build our brands, drive direct revenue and advance our value proposition through a newly combined, tech-forward commercial organization.”
As chief commercial officer, Strickland continues his responsibilities for enhancing and implementing Wyndham’s technology and distribution strategy and will add oversight of global sales, revenue generation, marketing, communications and the Wyndham Rewards loyalty program.
“Combining this group of cross-functional leaders enables us to continue delivering owner-first tools, technology and marketing innovations,” said Strickland. “These tools allow our franchisees to run their hotels more efficiently and profitably today and into the future. Integrating best-in-class technology, marketing and sales teams into a single organization enhances the Wyndham Advantage.”
During Checchio’s tenure, she launched the company’s “by Wyndham” endorsement strategy, played a large role in the introduction of new hotel brands, and grew Wyndham Rewards, which doubled in size in five years and has surpassed 100 million members. She also led the creation of the industry’s first-ever program dedicated to women’s advancement in hotel ownership, Women Own the Room, which recently celebrated 15 open hotels, more than 50 signings and a community of more than 550 members.
“Lisa’s leadership and expertise spanning marketing, consumer engagement, digital commerce, global sales and more has helped us better fulfill Wyndham’s mission to make hotel travel possible for all,” said Ballotti. “We are grateful for her significant contributions to Wyndham and the broader hotel industry and will miss her many talents.”
