[SKIFT] Dr. Mody on Wyndham’s Brand Management

in 2018, Faculty, SHA News
April 12th, 2018

wyndham

Super 8, Days Inn, Ramada, Howard Johnson, Dolce, and Travelodge have a lot more in common than just being hotel brands.

Together, the franchises represent just some of the 20 hotel brands that form Wyndham Hotel Group . Now it’ll be that much easier for consumers, including loyalty customers, to identify the connection.

Twelve of Wyndham’s 20 hotel brands will now include a “by Wyndham” to their names, as part of a larger strategy on the company’s part to market its brands using the Wyndham name. The move comes as Wyndham’s parent looks to spin off the hotel group.

Dr. Makarand Mody said “the addition of the Wyndham name requires a careful management of customer expectations.

“The Wyndham brand is most closely associated with select service properties that are a notch above several of the brands that the endorsement is being added to, such as Super 8. So it is natural for customers to expect more, expect a scaled up experience than before, which is something that the brand may not necessarily want to provide.”

It’s also not clear whether Wyndham’s soon-to-be newest brand, La Quinta Inn & Suites, will also have the “by Wyndham” suffix attached to its brand name following the completion of that acquisition. It’s also assumed that the Knights Inn brand, which Wyndham recently agreed to sell to Red Lion Hotels Corporation, will not undergo a name change.

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