Hotel Chain Breaks Away, Seeks Reinvention

According to USA Today, Wyndham Worldwide, which completed its spinoff from Cendant on Tuesday, now plans to bulk up its top hotel brand with better marketing and a new, more consistent look.
CEO Stephen Holmes acknowledged that the Wyndham brand has suffered from varying standards at its 87 hotels, all in the USA. The result: Travelers don’t know what to expect.
To reinvigorate the chain, Wyndham recently tapped noted designer Michael Graves to redesign its décor and furnishings, giving the hotels a more contemporary look. The new design will begin to appear at Wyndham hotels by the end of the year. Wyndham also plans to open hotels abroad by the end of the year, starting with Europe, Holmes says.
Holmes keeps a list of 35 global markets that he hopes to target in coming years. The company’s goal is to grow to 700,000 rooms by 2010 — up 33% — across all its brands, which also include Howard Johnson, Super 8, Ramada, Days Inn and Travelodge.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.