LAS VEGAS—Wyndham Hotel Group revealed a handful of initiatives with an eye on more effectively marketing several of its brands and garnering additional direct business for its franchisees at its second Global Brand Conference, here, at Mandalay Bay earlier this month.
Wyndham Hotel Group President/CEO Eric Danziger addressed the group of some 6,000 attendees by reinforcing the company’s lofty goals. “We planted a Wyndham hotel flag on top of the world, and we’re taking on the world. We’re on a journey to be the leading company in size, and to be the company to be with and to stay with.” He added, to that end, the company’s top priority is to “grow rooms globally.”
Stephen Holmes, president and COO of parent company Wyndham Worldwide, is also bullish on the future. “2012 is a terrific time to be in the hospitality industry…You are there for your travelers and we are there for you.”
The most significant of the company’s initiatives is the rebranding of its Microtel Inn & Suites brand, which includes more than 300 properties and will now include the ‘by Wyndham’ tagline designed to grow awareness of the economy brand. The rebranding includes a multi-channel marketing campaign with a streamlined and design-focused look. The company expects all signage to be updated by the end of June 2013.
Danziger noted the change was spearheaded by the brand’s advisory committee and that it makes sense because consumers driving by might not automatically know what a Microtel is. “It’s another example of a way that we listened,” he said, adding, “the company is paying a significant number of dollars to help franchisees” with the change.
According to Rui Barros, brand senior VP, Microtel Inns & Suites Franchising, Inc., “It’s such a wonderful brand and not many people know about it. That’s a challenge we wanted to face head on. The Wyndham brand carries a greater awareness.”
The upscale Wyndham brand is also poised for future growth, according to Keith Pierce, EVP, brand operations. “I don’t believe any brand in this space has more opportunities than we do. We will pursue strategic growth in top markets with both franchised and managed properties,” he said.
Meanwhile, John Green, brand SVP, Wyndham Hotels & Resorts, noted, “We’re positioning this brand as an industry leader in this tier.” He added the brand is on a “move-forward mission to transform the reservation experience.”
Green noted the Wyndham promise includes four main points, which are driving revenue; offering unsurpassed service; keeping clean and well-maintained hotels; and the team commitment to the company’s Count on Me service culture.
Green added the brand’s RevPAR was up 8.8 points in 2011, while occupancy was up 1.9% and ADR grew 6%. In addition, Wyndham.com revenue was up 23%. Despite that, the brand continues to work on the revamp of the Wyndham website, which is expected to be completed by August.
Wyndham Hotel Group has added TripAdvisor ratings to all of its brand websites and has launched new mobile websites for all of its core brands. It is currently in the process of applying for applications for those sites.
The company also revealed initiatives to drive additional direct business with its WynReview and MyRequest online management tools. WynReview will be provided free to franchisees and will help them manage consumer reviews. Meanwhile, MyRequest is a new self-serve tool that enables properties to more effectively manage rates, inventory and content, according to the company.
From a marketing standpoint, the company also announced a number of initiatives. A brand-new Sleepy Bear made his debut as the TraveLodge brand announced a new marketing campaign entitled “Stay Close To Adventure” centered around the mascot, which was originally introduced in 1955. The brand also announced a new sponsorship of National Geographic and the Association of Zoos and Aquariums.
In his newest form, Sleepy Bear is computer-animated and designed to look more energetic and ready for adventure. Sleepy Bear will have a presence in the brand’s TV commercials, print advertising, online ad placements and on property. Consumers will start to see elements of the new campaign as early as May 2012.
In addition, the Howard Johnson brand inked a deal that will make it the official hotel of the Harlem GlobeTrotters for 2013. The Wyndham Hotel Group also announced new partnerships with Marvel Comics and the New York Yankees.
