Wyndham Hotels & Resorts advertising & marketing assignments

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Selected Wyndham advertising

Wyndham Hotels & Resorts is a leading hospitality operator in the economy and midscale sectors. It was spun off as a separate standalone company in 2018 from what was previously Wyndham Worldwide, one of several groups created in 2006 from the break-up of diversified conglomerate Cendant. The old Wyndham Worldwide entity retained the substantial timeshare and holiday parks division, and eventually rebranded in 2021 as The Travel & Leisure Company. It is the world leader in that market. Wyndham Hotels & Resorts is also a leader in its sector, the global #1 in hotel franchising. It owns 20 or so national or international hotel brands, which it franchises to 8,980 outlets by the end of 2020, with a combined total of almost 796,000 rooms. The estate covers a total of 95 countries, but more than 60% of properties are in the US, mostly in second- or third-ranked cities. Most hotels, also, are in the economy or midscale segments. Its two biggest brands are the Super 8 and Days Inn economy chains. Super 8 alone is the world's biggest hotel brand by properties with 2,725 affiliated outlets, while Days Inn stretches to 1,600 properties. Other brands include upscale Wyndham, midscale Ramada and Baymont, and economy priced Travelodge North America and Howard Johnson. More recently the group has moved tentatively into the upper midscale segment and above with selected acquisitions, including AmericInn, La Quinta and Dolce. La Quinta is now the group's third largest brand, covering almost 940 hotels; Ramada has 838. Wyndham has also expanded its profile at the higher end of the scale with the launch of boutique brands including Tryp, Trademark, Dazzler and Esplendor and upscale Wyndham Grand. All brands now carry the Wyndham name alongside their original branding (as in "Super 8 by Wyndham"). In all cases, Wyndham controls only the brandname. Virtually all properties are privately owned and operated under franchise, with Wyndham responsible for marketing and for managing the group's centralised reservation systems, as well as a shared loyalty scheme, Wyndham Rewards, which now has 86m members worldwide. Wyndham also provides management services where required. Geoff Ballotti is CEO. Reported revenues peaked in 2019 at $2.05bn, with net income of $157m, before the impact of Covid eviscerated performance in 2020. Revenues for the latter year were $1.3bn with a net loss of $132m. The current business was created in 1990 as Hospitality Franchise Systems (or HFS) to acquire the Howard Johnson and Ramada brands. A succession of other hospitality brands were added over the following years and in 1997 HFS merged with CUC International to form Cendant.

Capsule checked 16th February 2021

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