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Wyndham Says Two Brands in a Name Are Better than One

Microtel Inn by WyndhamWyndham Hotel Group announced today that it wants its own name tacked onto the twelve hotel brands that it owns. Super 8, Days Inn, Ramada and its other brands will add “by Wyndham”.  The branding move takes place right before Wyndham’s split into an asset-light hotel franchisor and a timeshare company, which is expected to be finalized later this quarter.

The company explained that tacking on “by Wyndham” to hotel brand names will give guests peace of mind when they book with these iconic hotel names. Brand names Wingate and Microtel already have. “For Wingate, the addition of ‘by Wyndham’ in 2007 significantly increased brand awareness, and Microtel has experienced a steady increase in RevPAR performance compared to industry benchmarks since the ‘by Wyndham’ addition,” the company asserted in a press release.

Some of Wyndham's competitors have also been doing this. For example, a Fairfield Inn and Suites will have the Marriott name next to it and Hampton Inn adds "by Hilton".

"In a world with thousands of hotel brands available, guests look to names they trust, like Wyndham, which they know means a quality experience and exceptional service," said Lisa Checchio, senior vice president of Wyndham's Global Brands. "Putting that powerful name on the front door drives trial and builds tremendous awareness,” she said. “Think of how many potential guests drive past our signs: 80 percent of the U.S. population is within a 10-mile radius of one of our hotels, and between our scale and our broad geographic reach, our signs generate more than 500 billion roadside impressions in the United States alone.”

With nearly 8,400 franchised hotels, Wyndham did not disclose if it would compensate franchise owners for the mandated change in signage and logos. It did state that hotel owners in North American could begin placing their orders for new signs today. It expects that all hotel properties will upgrade their logos by December 2022.

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Don Sniegowski is editor of Blue MauMau, the daily news journal for franchise & small business owners. Call him at +1 (270) 321-1268, tweet @bluemaumau or email don@bluemaumau.org.