Wyndham Hotel Group

Rest assured

Breathing new life into a 16-brand hotel portfolio

Issue

Wyndham Hotel Group, the world’s largest hotel company, had over 7,800 properties and an iconic portfolio. But a lack of distinctive experiences left consumers and franchisees confused about Wyndham’s brands and their relationship to one another—a challenge as the company looked to reimagine its portfolio to meet the needs of the everyday traveler.

Insight

After fielding the largest global traveler study in Wyndham’s history using EyeOpener™, we discovered that travelers don’t think about hotels in the same way as the hotel industry. For guests, it doesn’t matter whether a hotel is labeled “upscale,” “midscale” or “economy”—they expect a great experience, regardless of cost. We also learned that people were more likely to consider a hotel—and even pay more for it—if it carried the Wyndham name.

Answer

We began by developing a unique positioning and personality for each Wyndham brand. Through a series of stakeholder workshops, we then brainstormed how the guest experience could come to life across its Days Inn, Super 8, Ramada and Wingate by Wyndham brands. Next, we visualized key moments across the customer journey, and created a roadmap to help Wyndham develop prototypes. Finally, we created a new brand architecture strategy to endorse all of the company’s hotels with the Wyndham name.

Super 8

Genuine, straightforward and spirited, Super 8 has served guests across America for generations. Rooted in our new positioning, “An American Road Original,” we created a brand experience for the traveler who loves the freedom of taking every day as it comes.

Results

The projected number of “by Wyndham” roadside impressions once all signage is updated

We talked to over 5,000 consumers … and here’s what (they) told us: that (with) a ‘By Wyndham’ affiliation … you’d be more likely to stay. You’d be more likely to book direct because not everybody knows that our brands are connected. You’d be more likely to believe in our brand quality and be willing to pay more.

Geoff Ballotti, President and CEO, Wyndham Hotel Group