Wyndham Worldwide is clearly in expansion mode, growing its brand portfolio, adding new properties and enhancing its loyalty offerings to give travelers more choices and flexibility.
Wyndham Hotel Group’s multi‑faceted strategy aims to appeal to a wide range of travelers. In June the company launched its 19th brand, The Trademark Hotel Collection, targeting upper midscale and upscale guests.
Trademark is built for independent hotel owners who want to preserve their property’s unique character while gaining the benefits of a global brand. The collection already has more than 50 hotels in the pipeline, including both conversions and new builds in urban markets. “Trademark isn’t just another brand; it’s a rally cry for independent entrepreneurs who aren’t afraid to make their own mark,” said Lisa Checchio, vice president of brand marketing and insights for Wyndham Hotel Group.
Dazzler Colonia © WYNDHAM WORLDWIDE
Trademark is one of several recent additions to Wyndham’s lineup. In late 2016 Wyndham acquired Fen Hotels, a Buenos Aires–based company, bringing Esplendor Boutique Hotels and Dazzler Hotels into the portfolio along with 26 management contracts across Latin America and the United States.
Wyndham also expanded its international development activity. This year the company signed a deal with Zeus International, a Greek hotel management and consulting firm, to develop 20 hotels over the next decade across four European countries. Wyndham and Zeus have already collaborated on Wyndham Grand Athens, which opened in December 2016.
“Our new development partnership with Zeus International builds on the success we’ve had with the introduction of Wyndham Grand Athens, ensuring more of our brands become ubiquitous across Greece,” said Geoff Ballotti, president and CEO of Wyndham Hotel Group. He added that Zeus’s regional expertise will help grow Wyndham’s presence in Romania, Bulgaria and Cyprus.
Wyndham Rewards, the company’s loyalty program, has continued to evolve to meet members’ changing needs. More than 17,000 condominiums and vacation homes were recently added to the program, expanding member choice to more than 25,000 hotels, condos and homes worldwide. Members have been able to earn points on these stays since summer 2017, and additional properties will be integrated as they come online.
To broaden the appeal of Wyndham Rewards, the company introduced a loyalty partnership with Caesars Entertainment in June, giving members more ways to redeem points at world‑class resorts.
“For the last two years, we’ve been unrelenting in our efforts to build the world’s best rewards program, applying a laser‑like focus to help our members experience travel where and how they want,” said Noah Brodsky, senior vice president of loyalty and engagement at Wyndham Hotel Group. “Whether it’s a hotel, a condo, a vacation home or now a world‑class resort like Caesars Palace, no other program offers their members the breadth, the simplicity or the generosity of Wyndham Rewards.”
BAYMONT INN & SUITES
Demographic: Midscale business and leisure travelers
Offerings: More than 400 properties across the United States, Canada and Mexico. This limited‑service brand typically offers free breakfast and complimentary WiFi; some locations include fitness rooms and pools.
Highlight: Baymont Inn & Suites Atlantic City Madison, near the Atlantic City Convention Center and boardwalk, features a 100‑person meeting and event room.
DAYS INN
Demographic: Economy to upper midscale business and leisure travelers
Offerings: Nearly 1,800 properties across North, Central and South America, Asia, Europe and the Middle East. Typical amenities include free breakfast, free WiFi and access to fitness centers, pools or nearby beaches; some hotels feature restaurants, bars and meeting space.
Highlight: Days Hotel & Suites Jakarta Airport, the brand’s first property in Indonesia, opened in 2016 with an all‑day restaurant, lounge and bar, eight meeting rooms, rooftop pool and spa, plus a free airport shuttle.
DAZZLER HOTELS AND ESPLENDOR BOUTIQUE HOTELS
Demographic: Upper midscale and lower upscale business and leisure travelers
Offerings: Dazzler operates around 15 hotels in 11 cities, blending functional design with comfort. Esplendor will mark its 15th Latin American and U.S. opening with the Esplendor Fangio Balcarce in Argentina.
Highlight: Esplendor Buenos Aires offers free WiFi, an art gallery, business center, meeting rooms and a recreation area with a pool table.
DOLCE HOTELS AND RESORTS
Demographic: Upper upscale business and leisure travelers
Offerings: More than a dozen properties in urban and resort settings across North America and Europe, known for extensive meeting and conference facilities.
Highlight: Silverado Resort and Spa in Napa includes golf, tennis, spa services and ample event space, including Mansion Gardens, an 18,000‑square‑foot indoor/outdoor venue adjacent to a small vineyard.
HAWTHORN SUITES BY WYNDHAM
Demographic: Guests seeking extended‑stay accommodations
Offerings: Properties across the United States, United Arab Emirates, Saudi Arabia, Bahrain and Nigeria offer suites with kitchens, free WiFi, guest laundry, business services, complimentary hot breakfast buffets and evening social hours. Select hotels allow pets and provide meeting space, fitness centers and pools.
Highlight: Hawthorn Suites by Wyndham Louisville North in Kentucky features barbecue grills, family rooms and an outdoor pool and is close to major corporate offices including Humana, Amazon and UPS.
HOWARD JOHNSON
Demographic: Value‑conscious families
Offerings: A refreshed design that reintroduces midcentury style to the brand; nearly 400 hotels in 13 countries.
Highlight: Howard Johnson Inn Mystic is near Connecticut’s Mystic Aquarium and provides a fitness center, free WiFi, bicycle rentals, a business center, an on‑site restaurant and an indoor pool.
KNIGHTS INN
Demographic: Budget road travelers
Offerings: Nearly 400 properties in North America, often located near major highways; some offer complimentary continental breakfast.
Highlight: Knights Inn Los Angeles Central/Convention Center Area is two miles from the convention center and provides free breakfast.
MICROTEL INN & SUITES BY WYNDHAM
Demographic: Budget‑minded travelers
Offerings: More than 300 properties in the United States, Canada, Mexico and the Philippines. Typical amenities include free breakfast, free WiFi and, in the U.S., free local and long‑distance calls.
Highlight: Microtel Inn & Suites by Wyndham Toluca, Mexico, offers 288 square feet of meeting space and is located half a mile from Toluca Airport.
RAMADA
Demographic: Midscale and upper midscale business and leisure travelers
Offerings: More than 850 hotels worldwide, many with on‑site restaurants or lounges and meeting facilities. Subbrands include Ramada Plaza, Ramada Hotel & Suites, Ramada Resort and Ramada Encore, catering to urban, airport, resort and regional markets.
Highlight: Ramada Iskenderun in Turkey features indoor and outdoor pools, four restaurants, a fitness center and spa, plus a business center with meeting space for up to 1,000 guests.
SUPER 8
Demographic: Budget‑minded travelers
Offerings: More than 2,700 locations in North America and about 900 in China, usually offering free breakfast and complimentary WiFi.
Highlight: Super 8 Shanghai Xu Jia Hui, located in a business district roughly 45 minutes from the airport, includes two meeting rooms for up to 100 attendees.
TRAVELODGE
Demographic: Budget families
Offerings: Over 430 locations in the United States and Canada, typically offering free breakfast and complimentary WiFi; some properties provide fitness centers and pools.
Highlight: Travelodge New Orleans West Harvey offers an outdoor pool, on‑site restaurant, business center and free parking.
TRYP BY WYNDHAM
Demographic: Midscale business and leisure travelers
Offerings: An urban lifestyle brand with more than 110 hotels across the United States, Europe, Latin America, Asia and the Middle East, typically offering fitness centers and on‑site dining.
Highlight: TRYP by Wyndham Sebastian St. Augustine is Florida’s first TRYP property and features an outdoor pool, lobby bar, fitness center and business center.
WINGATE BY WYNDHAM
Demographic: Value‑driven business and leisure travelers
Offerings: Properties in the United States, Canada and Mexico offer complimentary WiFi, hot buffet breakfast and access to fitness and business centers with printing and copying services.
Highlight: Wingate by Wyndham Los Angeles International Airport LAX provides a free airport shuttle and 975 square feet of meeting and event space.
WYNDHAM GARDEN HOTELS
Demographic: Upper midscale business and leisure travelers
Offerings: Known for complimentary WiFi and flexible meeting space. A recent prototype introduced modern architecture, practical design and an open lobby concept.
Highlight: Wyndham Garden Cross Lanes Charleston, near downtown Charleston, West Virginia, includes an indoor/outdoor pool, a restaurant and a free breakfast buffet.
WYNDHAM GRAND
Demographic: Upper upscale business and leisure travelers
Offerings: A luxury brand offering amenities such as spas, distinctive dining and generous meeting space.
Highlight: Wyndham Grand Ambergris Caye, scheduled to open in Belize next year, is planned to include a spa, fitness center, multiple restaurants and 7,000 square feet of meeting space.
WYNDHAM HOTELS & RESORTS
Demographic: Corporate and leisure guests seeking full‑service accommodations
Offerings: More than 100 upscale hotels across North America, Latin America, Asia Pacific, Europe, the Middle East and Africa. Typical features include free WiFi, on‑site dining, meeting and business centers in urban locations and resort amenities like pools.
Highlight: Wyndham Hotel Melbourne, located in a popular business neighborhood, offers studio rooms and one‑ to three‑bedroom apartments, a rooftop pool, fitness center, business center and meeting rooms.