Wyndham Is Repositioning All 16 of Its Brands to Appeal to Anyone and Everyone
Skift Take
In the hospitality space, brands are everything, and Wyndham's investment in its 16 brands is one that was definitely needed, especially in the economy space. If the popularity and brand loyalty of lower-cost airline carriers like JetBlue or Virgin America have shown, it's that economy and midscale brands can successfully enter the lifestyle space, too.
Wyndham Hotel Group is reinventing itself with a brand-new repositioning of all of its 16 economy, midscale, and upscale brands, designed to appeal to all travelers, regardless of their budgets.
With the new repositioning, familiar brands will take on new slogans. Super 8 will be marketed as "An American Road Original," while Travelodge is "Your Basecamp for Adventure," and Microtel Inn and Suites by Wyndham will be marketed as "Brilliantly Efficient." The campaign is set to start rolling out in the summer and into the fall.
With this transformation to "democratize travel," Wyndham hopes to appeal more to both the middle class and to millennials. Beginning as early as this summer, each of Wyndham's nearly 8,000 hotels around the world will undergo various refreshments and redesigns, from new interiors and marketing campaigns to new guest perks.
"We asked ourselves, what can we do to bring life to all of these brands?," said Geoff Ballotti, president and CEO of Wyndham Hotel Group. "We believe that upscale and luxury hotels and, to some degree, mid-scale and economy hotels have done a very good job of delivering the fundamentals of experiential design and lifestyle experience. But we have never done it in a big way in the midscale and economy space. Where this industry is growing is in the economy and mid-scale space."
It's also a response to the rise of the global middle class, which is expected to more than double from 2 billion to 4.9 billion over the next 10 years, and to the growing travel and tourism industry, which is expected to rise from $7.2 trillion to $1
