Wyndham Hotel Group—the world's largest hotel company with more than 7,800 properties—is revamping its 16 brands in addition to investing in new technology, updating its hotel properties and introducing new perks and partnerships to serve economy-minded travelers.
Through the diversity of its 16 brands, the hotel group is looking to address the needs of all travelers, including millennials and a growing global middle class, regardless of budget. The global middle class is expected to rise from 2 billion people to 4.9 billion people by 2030, according to the Brookings Institution.
"Everyone should be able to afford an amazing trip," said Lisa Checchio, VP of brand marketing at Wyndham Hotel Group.
Wyndham partnered with global brand strategy firm Siegel & Gale to understand guest preferences and priorities in midscale and economy hotel stays before revamping hotel interiors and instituting new campaigns and perks. The 18-month study focused on 50 different competitive hotel brands and helped identify primary drivers for business and leisure travelers.
"Instead of choosing one brand as our 'millennial brand,' we are positioning our portfolio, so they have a choice," said Ms. Checchio. "We are better defining what these brands stand for. This is the beginning of a brand-defining journey that will take these brands well into the future."
Through the study, Wyndham found that half of its Travelodge properties are within 25 miles of a national park. The new campaign for Travelodge, an economy hotel, will reflect and accommodate guests' enthusiasm for the outdoors.
The new brand promise of "Your base camp for adventure" will be echoed in new lobby art and a "grab + go" breakfast option. Staff will wear pins that say, "My national park is" among other changes rolling out this summer and fall. Families can also follow the adventures of Sleepy, the brand's ambassador since the 1950s, as he blogs about his national parks tour.