Wyndham Unveils Strategic Repositioning of its 16 Hotel Brands

By Paul Riegler on 8 June 2016
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A Wyndham guest bedroom

A Wyndham guest bedroom

Wyndham Hotel Group announced Wednesday a repositioning of its brands, with a stated goal of appealing to the middle class and millennials.

The hotelier’s goal is to target a broader market with its brands and “democratize travel.”   With the new strategy come new slogans. Travelodge will become “Your Basecamp for Adventure” while Super 8 will be known as “An American Road Original.” Both Microtel Inn and Suites by Wyndham will be marketed as “Brilliantly Effective.”

“We’re unlocking the potential of our iconic brands,” said Geoff Ballotti. “It’s time.”

The company will unveil redesigned hotels and introduce what it calls “distinctive touches” to differentiate each brand.

“Not all economy and midscale hotels are alike, just like no two travelers are alike,” said Josh Lesnick, Wyndham’s chief marketing officer. “We’ve taken our 16 brands and redefined them to stand for something that matters to the kinds of guests we welcome so there’s something for every kind of traveler, regardless of their budget.”

The campaign is slated to debut later this summer.

(Photo: Accura Media Group)

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