Wyndham Hotel Group (WHG) announced the strategic transformation of its 16-brand portfolio, aimed at elevating the travel experience for millennials and the diverse global middle class.
Based on an 18-month study focused on 50 recognized hotel brands along with the primary decision drivers of thousands of business and leisure travelers, WHG's global transformation will aim to reposition and revitalize its 16 economy, midscale and upscale brands to meet the needs of all travelers. From rejuvenated interiors and refreshed marketing campaigns, guests will begin to see changes throughout WHG as early as summer 2016.
"We believe travel is about creating lasting memories, but given what's currently available in the market, travelers are forced to compromise enriching experiences because of price," said Josh Lesnick, WHG's chief marketing officer. "It's time for the hospitality industry to get democratization right—it's not just about value for money, it's about the freedom to explore your world the way you want.”
The transformation is starting with a launch of new advertising campaigns and slogans for its brands, such as Super 8’s “An American Road Original” and Travelodge’s “Your Basecamp for Adventure. More details and a preview of these campaigns is available on Wyndham’s Tumblr social media page.
The 18-month study conducted by WHG, who partnered with Siegel+Gale, yielded key insights into traveler expectations that informed WHG's transformation, including a more nuanced "one size does not fit all" approach to economy hospitality and an emphasis on a great experience over status. These insights created the foundation for WHG’s new brand promises for owners and guests built on differentiated values and guiding principles to drive more memorable experiences for travelers.
In addition to repositioning its brands with signature identities, WHG is also investing in upgrading the backend technology across its portfolio, adding new hotels with LEED certification in mind, and the creation of new perks and partnerships that will appeal to a more diverse range of clientele.
