Wyndham Plans Rebranding for Its 16 Hotel Chains

PARSIPPANY, N.J. — Wyndham Hotel Group (WHG) has unveiled a rebranding plan for all 16 of its brands, including Days Inn, Travelodge, Howard Johnson, Dolce Hotels and Resorts, Wyndham Grand, Wyndham Garden, TRYP by Wyndham, Wingate by Wyndham, Hawthorn Suites, Microtel Inn & Suites, Baymont Inn & Suites, Super 8, Knights Inn and Ramada Worldwide.

All of the brands will see a revitalization effort aimed at younger, middle-income travelers.

The Parsippany-based company conducted an 18-month study with brand strategy firm Siegel+Gale to assess the hotel landscape and the needs of business and leisure travelers. Changes will begin as early as this summer.

The rebranding targets what WHG describes as the “everyday traveler,” as the global middle class grows from a population of 2 billion to 4.9 billion over the next decade, according to the company. WHG has a portfolio of nearly 8,000 hotels worldwide in the economy, midscale and upscale segments.

WHG is also refreshing its loyalty program, Wyndham Rewards, and aims to more clearly define each brand in its portfolio. Super 8 will have a new slogan of “An American Road Original.” Travelodge’s new slogan will be “Your Basecamp for Adventure.” The new slogan for Microtel Inn & Suites will be “Brilliantly Efficient.”

Renovations for each brand will include redesigned interiors that further distinguish each brand’s identity. WHG is also upgrading its property management and revenue management technology.

The company is focused on growing not only in the United States, but abroad. According to the Wall Street Journal, Wyndham has more than tripled its number of hotels in China over the last five years to accommodate that country’s growing middle class.

— Haisten Willis

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