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Wyndham Global Brand Transformation

PARSIPPANY, NJ — Wyndham Hotel Group has unveiled a plan to reposition its brands, aimed at elevating the travel experience for millennials and the diverse global middle class, it was announced June 8.

The product of an 18-month study focused on 50 recognized hotel brands along with the primary decision drivers of thousands of business and leisure travelers around the world, Wyndham’s plan will reposition and revitalize its 16 economy, midscale and upscale brands.

From rejuvenated interiors and refreshed marketing campaigns to enhanced perks, guests will begin to see changes throughout WHG as early as this summer.

Building on its revamped Wyndham Rewards loyalty program, WHG clearly defined each brand, creating identities to meet the needs of every kind of traveler. Changes include re-energizing banners such as Super 8 and enriching guest expectations at Travelodge, and can encompass redesigned interiors and new initiatives that differentiate the welcome at various brands.

Wyndham is also investing in back-end technology. This includes rolling out a secure, cloud-based property management system with automated revenue management capabilities to the majority of its portfolio. More than 300 hotels are converting to this system each month.

In addition, the company is focused on improving the quality of its portfolio, having increased, during the past two years, the number of substandard properties removed from its stable while adding more than 650 new-build hotels to its pipeline, including hotels under its Days Inn and Super 8 prototypes along with its Microtel Inn & Suites by Wyndham and Wingate by Wyndham brands.

Since introducing a simplified, single-tier redemption, Wyndham Rewards has seen five million new members and has added an elite program for the masses that offers discounts on local experiences for no additional points at its top destinations around the world. WHG is also stepping up partnerships with apps, services and chefs, such as cold brew parlours at select Wyndham Grand properties or discounted admission to participating Six Flags theme parks.

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