Wyndham’s Coronavirus Survival Strategy Is Signing Struggling Indie Hotels to Its Brand
Photo Credit: Wyndham Hotels & Resorts plans to throttle up growth through independent hotel conversion during the coronavirus recovery. Flickr / Tony Webster
Skift Take
Wyndham is banking future growth will come from independent hotels converting to flagged properties, but continued uncertainty in travel will dictate the opportunity timeline.
Wyndham is taking a page from its Great Recession recovery playbook to guide future growth.
The hotel industry is in coronavirus survival mode, grappling with cratered occupancy rates and revenue per room. But executives at Wyndham Hotels & Resorts also see room for opportunity from the downturn. Wyndham leadership expects independent hotel operators to rush to branded opportunities to capitalize on bigger reservation systems, loyalty programs, and marketing budgets.
The global hotel company grew its room count by 3 percent during the last recession from independent operators converting to a Wyndham-flagged brand, according to a Tuesday investor presentation.
“We have a long-proven track record of growing net rooms through lodging cycle downturns by igniting our conversion engine, which is fueled through the strength and flexibility of our value proposition,” Wyndham Chief Financial Officer Michelle Allen said on Wyndham’s first quarter earnings c
