New hallmark will be applied to 7,074 hotels around the world, starting in North America with immediate effect.
12 Wyndham Hotel Group brands, including Super 8, Days Inn and Ramada, are have begun adding the ‘by Wyndham’ suffix to their names and signage as the company unites its signature lodging brands under the Wyndham banner.
The full list of brands adding the ‘by Wyndham’ moniker are Super 8, Days Inn, Howard Johnson, Travelodge, AmericInn, Baymont, Ramada, Ramada Encore, Dolce, Dazzler, Esplendor and Trademark – representing 7,074 properties globally.
The firm says the move not only unites its diverse hoteliers under a common mission and name, but also expects it to favorably impact guest trial and brand awareness throughout the portfolio.
Beginning April 16th, the updated brand names and logos will appear across Wyndham’s digital placements, from brand websites to mobile sites and third-party listings. Hotel owners in North America may immediately begin placing orders for their new signs. The updates will progress around the world with an expected completion date of December 2022.
“As the leader in midscale and economy lodging, the Wyndham name has become synonymous with making hotel travel possible for all,” said Barry Goldstein, Wyndham’s executive vice president and chief marketing officer. “This new designation for our brands is a celebration of the accomplishments we’ve made in our mission to make travel possible for everyone, revolutionizing Wyndham Rewards and elevating our brands through a laser focus on quality, technology, and sales and marketing.”
What’s In a Name?
The ‘by Wyndham’ cross-branding initiative represents a further evolution of the company and its brand portfolio, leading up to its spin-off as a pure-play hotel franchising and hotel management company (Wyndham Hotels & Resorts, Inc), which is scheduled to occur later this quarter.
Wyndham’s Wingate, Microtel, Hawthorn Suites and Tryp brands already incorporate ‘by Wyndham’, and all twenty of the company’s hotel brands participate in its award-winning Wyndham Rewards loyalty program, which has more than 55 million members.
Wyndham cites research showing that nearly 45 per cent of consumers “feel better” about an endorsed brand, and almost one-third expect a better quality experience. The company claims it has already seen this effect on several of its existing brands, including Wingate by Wyndham and Microtel Inn & Suites by Wyndham. For Wingate, the addition of ‘by Wyndham’ in 2007 significantly increased brand awareness, and Microtel has experienced a steady increase in RevPAR performance compared to industry benchmarks since the ‘by Wyndham’ addition.