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Rebranding Underway for Hotel Chains

Wyndham Hotel Group is set to announce a major rebranding initiative for 16 brands of hotels it currently oversees.

The hotel management group is currently in charge of thousands of hotels across all parts of the world. Each of the 16 brands is unique and no doubt familiar to those who have traveled for leisure or for work-related duties. Some of the notable brands Wyndham Hotel Group manages include:

  • Baymont Inn & Suites
  • Days Inn
  • Super 8
  • Travelodge
  • Wingate by Wyndham

In a press release, the company stated that this rebranding effort comes on the heels of an 18-month study concentrated on how to change hotels to better meet the needs of today’s travelers. Some of the areas the company will be focused on are new marketing campaigns, enhanced perks and newly renovated interiors.

“We believe travel is about creating lasting memories, but given what’s currently available in the market, travelers are forced to compromise enriching experiences because of price,” Josh Lesnick, WHG’s chief marketing officer, said in a statement. “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.”

A rebranding initiative is underway for 16 hotel chains.

A Need for Change

The need to rebrand the 16 hotel chains is not a coincidence. Currently, the tourism industry is one of the fastest growing sectors around the world. According to WHG, contributions from tourism to global GDP are expected to increase from $7.2 trillion to $11 trillion over the next 10 years.

Part of this growth is driven by the growing middle class, which will double to 4.9 billion over the same timeframe. These middle class travelers all have different tastes, but cost is often a top priority. Just because a hotel is cheap doesn’t mean it has to be unsatisfactory.

Additionally, The Wall Street Journal stated the hotel industry has reached an important moment. Experts within the hotel industry expect the supply of lodging to be greater than the demand, even though tourism remains a cash-cow industry.

The oversupply, as The Journal stated, is the result of years of fast-paced construction to meet demand, which has gradually subsided.

Instead of building a new hotel chain, WHG worked to find what today’s travelers want when they are looking for lodging. The company said travelers value a great experience over status and how there isn’t a “one size fits all” ideology when it comes to hospitality.

Since WHG oversees 16 hotel chains, it’s not uncommon for travelers to actually be confused about where they’re booking their next stay.

Issues with Brand Identification

Over the years, hotel brands have emerged as leaders for budget-conscious travelers. However, enough chains are vying for a certain group of travelers that it may have led to confusion – so much that individuals and families can’t tell the difference between hotel brands.

In an interview with The Journal, Sean Hennessey, who is a hotel consultant, said that because of lingering confusion, younger travelers aren’t familiar with older WHG brands such as Super 8. However, WHG may find itself in a favorable position, because while the hotel construction frenzy was ongoing, not much attention was paid to the mid-scale and economy segments of hospitality.

With the upcoming rebranding, WHG may place an increased emphasis on the millennial demographic. Part of this focus can be attributed to the WHG’s emphasis on budget and urban hotels. Many millennial travelers enjoy the urban experience, but might not have as much money to spend on high-end accommodations.

Furthermore, The Journal stated one out of every three millennial travelers stays at a Windgate, one of the the hotels overseen by WHG.

“WHG will improve the quality of its portfolio by constructing nearly 650 new hotels.”

What the Rebranding Entails

As part of its rebranding strategy, WHG is clearly defining the roles each hotel chain serves. For instance, it will rework Super 8 to highlight how it’s a classic among travelers, while the critically acclaimed chain, Microtel Inn and Suites by Wyndham, will highlight the efficiency guests can expect.

“To Wyndham Hotel Group, hotel rooms aren’t just boxes, they’re the gateway to lasting memories,” Lesnick said in a statement.

The hotel group will also focus on eliminating properties it deems as subpar. Over the last two years and continuing into the future, WHG will improve the quality of its portfolio by constructing nearly 650 new hotels. Some of these hotels will include current modern trends and be LEED-certified.

Finally, WHG plans to simplify its rewards program and upgrade the guest experience.

How Portable Storage Helps

With 650 hotels in the pipeline, construction crews will need plenty of space to store tools, equipment and other materials. It’s not realistic to expect them to constantly go to an off-site storage facility to retrieve these items. Mobile storage containers solve this potential issue, as construction crews can keep these on-site but away from where construction is going on.

Additionally, portable storage for hospitality will also come in handy for hotels that are undergoing a rebranding, which could entail some remodeling. During these times, hotel management shouldn’t close revenue-generating rooms to store supplies and materials from areas undergoing construction.

Instead, everything from mattresses to lamps and nightstands can be stored in portable storage units to keep areas such as meeting spaces open. Hotel management will also help ensure hallways and lounges are safe for guests.