Wyndham Hotel Group (WHG) has announced plans to undergo a repositioning of its 16 brands following the release of an 18-month study examining 50 recognized hotel brands and the factors steering how thousands of travelers around the globe choose where to stay.
WHG will revamp its economy, midscale, and upscale brands to better fit the needs and budgets of its clients, and will also launch a new marketing strategy to entice the new breed of clientele. The brand will also provide upgraded interior designs with rebranding expected to kick off as early as this summer.
WHG partnered with New York-based brand strategy firm Siegel+Gale to understand guests’ preferences and priorities and to design brand experiences tailored to elevate midscale and economy hotel stays by delivering both the wonders of travel and great value. The data indicated that the preference for travelers has evolved into more experience-oriented stays over status.
“We’re transforming at a time when the $7.2 trillion global travel and tourism industry is growing faster than the global economy, fueled largely by Millennials and an increasingly travel-curious middle class,” said WHG CEO Geoff Ballotti. “With Wyndham Hotel Group’s unmatched scale and the breadth of our portfolio, no one is better positioned to meet this demand and champion the everyday traveler.”
He adds: “We’re unlocking the potential of our iconic brands.”
