As it transitions into a pure-play hotel franchising and management company, Wyndham Hotel Group is adding the “by Wyndham” suffix to 12 of its brands to unite diverse hoteliers under a common name as well as improve guest trial and brand awareness throughout its portfolio.
Brands that will incorporate the Wyndham hallmark include Super 8, Days Inn, Howard Johnson, Travelodge, AmericInn, Baymont, Ramada, Ramada Encore, Dolce, Dazzler, Esplendor, and Trademark – representing 7,074 properties across the globe.
As for hotel signs, Wyndham property owners in North America may immediately begin placing orders. The updates will roll out progressively around the world with an expected completion date of December 2022.
The cross-branding initiative represents a further evolution of the company and its brand portfolio leading up to its spin-off as a pure-play hotel franchising and hotel management company (Wyndham Hotels & Resorts), which is scheduled to occur later this quarter.
Wyndham said in a statement that the shift is also intended to reinforce the Wyndham Rewards by allowing guests to more easily associate each brand with the programme.
Wyndham’s Wingate, Microtel, Hawthorn Suites and TRYP brands already incorporate “by Wyndham”. All 20 of the company’s brands participate in its Wyndham Rewards loyalty programme, which has more than 55 million members.