Wyndham unveils global brands repositioning

13 Jun 2016 by BusinessTraveller

Wyndham Hotel Group has unveiled a “strategic global transformation”, with new brand promises for its portfolio of 16 different brands.

The move follows an 18-month study “focused on 50 recognised hotel brands along with the primary decision drivers of thousands of business and leisure travellers around the world”, and is aimed at “elevating the travel experience for millennials and the diverse global middle class”.

New brand promises include “An American Road Original” for budget hotel chain Super 8; “Your Basecamp for Adventure” for Travelodge (not to be confused with the UK group of the same name); and “Brilliantly Efficient” for Microtel Inn and Suites by Wyndham.

The changes will also incorporate “rejuvenated interiors”, “refreshed marketing campaigns” and “enhanced perks targeted to the kinds of travellers each brand welcomes”. Guest will begin to see changes "as early as summer 2016".

Commenting on the announcement Josh Lesnick, WHG’s chief marketing officer said:

“We believe travel is about creating lasting memories, but given what’s currently available in the market, travellers are forced to compromise enriching experiences because of price.

“It’s time for the hospitality industry to get democratization right – it’s not just about value for money, it’s about the freedom to explore your world the way you want. Wyndham Hotel Group’s transformation enables that freedom.”

Wyndham says it has been focusing on improving the quality of its portfolio, with an increased number of “substandard” quality properties removed over the past two years, and more than 650 new-build hotels added to its pipeline.

The group also launched new member levels for it Wydnham Rewards programme last month, with benefits including free wifi, late check-outs and a dedicated member services contact.

Mark Caswell

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