World’s largest hotel franchisor brings to life its far-reaching U.S. scale and diverse iconic brands in new spots spanning broadcast and digital channels
Wyndham Hotels & Resorts, the world’s largest hotel franchising company with approximately 9,200 hotels globally including almost 6,400 in the U.S. alone, has launched a new integrated marketing campaign connecting its considerable portfolio of eminent brands – like Super 8 by Wyndham, Days Inn by Wyndham, La Quinta by Wyndham, and Wyndham, all of which are linked by the award-winning Wyndham Rewards loyalty program – and highlighting its multitude of accessible destinations for every travel occasion. This is the Company’s first such campaign since it became a pure-play hotel franchising and hotel management company in June 2018.
Its creative application emphasizes the extensive breadth of the Company’s locations and its family of brand flags across the country, informing travelers they’re likely only about ten minutes away from a hotel by Wyndham no matter where their travels take them, making a great stay closer than they may think.
Conceived in partnership with leading global advertising agency DDB and produced by Stink Films, the U.S. campaign visualizes relatable travel scenarios – from visiting a child at college, to traveling for business, and taking the family on memory-making vacations – which everyday travelers experience.
“With price and proximity being key factors for everyday travelers making hotel decisions, Wyndham’s wide-ranging cache of locations – from economy through upper-upscale accommodations – provide trusted accommodations and a warm Wyndham welcome waiting for travelers wherever they need it, no matter their budget or reason for traveling,” said Lisa Checchio, chief marketing officer, Wyndham Hotels & Resorts. “This campaign represents our continued steadfast mission to make hotel travel possible for all, bringing attention to the significant value and varied offerings Wyndham brings, including the world’s most generous hotel rewards program in Wyndham Rewards.”
Debuting ahead of the busy summer travel season and running into September 2019, Wyndham’s new campaign can be seen on television, online streaming and digital video, video-on-demand, mobile, streaming and terrestrial radio, social media, and digital channels. Top-performing programming includes live sports, morning news, and primetime viewing on popular networks like Food Network, Travel Channel, HGTV, TBS, Comedy Central, and ESPN.
The Power of Unified Brands
Wyndham embarked on its journey to unite its 20 hotel brands more seamlessly one year ago when it announced plans to designate its signature economy and midscale names, like Travelodge, Baymont, Trademark Collection, and Ramada, with the powerful “by Wyndham” hallmark, driving guest trial and awareness and reinforcing the power of Wyndham Rewards.
Wyndham’s research has shown that nearly 45 percent of consumers “feel better” about an endorsed brand, and almost one-third expect a better quality experience. Wyndham had already seen this effect on several of its existing brands that have carried the “by Wyndham” moniker for years, including Wingate by Wyndham and Microtel by Wyndham – two brands recognized by the industry for exceptional quality. For Wingate, the addition of “by Wyndham” in 2007 significantly increased brand awareness, and Microtel experienced a steady increase in RevPAR performance compared to industry.
The endorsement effort also connected the Company’s diverse franchise owners, comprised of more than 5,900 hoteliers around the world, under a common mission and name.
Checchio continued, “By embracing and presenting the combined power of our brands through efforts like this new integrated campaign, we’re validating our commitment to the owners who faithfully partner with us: we’ll continue leveraging the size, scale, and strength of Wyndham to drive increased awareness, familiarity, and consideration for the Company and our brands, with the objective of bringing more guests through hotel doors.”
About Wyndham Hotels & Resorts
Wyndham Hotels & Resorts (NYSE: WH) is the world’s largest hotel franchising company, with approximately 9,200 hotels across more than 80 countries on six continents. Through its network of approximately 810,000 rooms appealing to the everyday traveler, Wyndham commands a leading presence in the economy and midscale segments of the lodging industry. The Company operates a portfolio of 20 hotel brands, including Super 8®, Days Inn®, Ramada®, Microtel®®, La Quinta®, Wingate®, AmericInn®, Hawthorn Suites®, The Trademark Collection®, and Wyndham®. Wyndham Hotels & Resorts is also a leading provider of hotel management services, with more than 400 properties under management. The Company’s award-winning Wyndham Rewards loyalty program offers approximately 75 million enrolled members the opportunity to redeem points at tens of thousands of hotels, vacation club resorts and vacation rentals globally. For more information, visit www.wyndhamhotels.com.
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