Skift Take

While a new branding campaign by Wyndham may foreshadow some turbulence ahead for the hotel group, on the surface it will make it easier to find and book network hotels.

Finding and booking rooms within the Wyndham Rewards family of hotels is about to get easier thanks to a branding campaign on which the company is about to embark. Skift’s Deanna Ting reports that 12 of the brand’s 20 chains will soon be updated to include “Wyndham” in the brand names.

Targeted chains include Super 8, Days Inn, Howard Johnson, and Ramada, though it’s still not clear how the name Wyndham will fit precisely into each brand.

Wyndham’s move is part of a broader campaign to align the company’s hotel chains better with its flagship brand as the entire group is packaged for a potential spin-off. But there are loyalty and consumer sentiment factors in play too. Better alignment across chains helps get consumers educated about the scope of Wyndham’s reach, and the constant brand reminder will help frequent travelers identify and book network hotels. In short, it should now be easier to find a place to earn and spend Wyndham points – even if the ownership, at some point, changes hands.

For feedback or news tips, reach out via email at [email protected] or tweet me @grantkmartin.

— Grant Martin, Business of Loyalty Editor

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Skift Business of Loyalty Editor Grant Martin [[email protected]] curates the Skift Business of Loyalty newsletter. Skift emails the newsletter every Monday.

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Tags: loyalty, wyndham, wyndham rewards

Photo credit: The Wyndham Rewards Wyzard appears in the TV ads. Wyndham Hotel Group / Wyndham

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