Wyndham adding ‘by Wyndham’ extension to all brands

At Wyndham Hotel Group’s annual meeting at Mandalay Bay in Las Vegas, President and CEO Geoff Ballotti told the thousands of franchisees and owners that starting next week, all 19 of the company’s brands will get the “by Wyndham” extension to their name.

HOTELS learned the company is giving hoteliers five years to upgrade the new signage standards and promised properties that it would pay for the faceplates if they hit certain quality benchmarks.

Beginning April 16, the updated brand names and logos will appear across Wyndham’s digital placements from brand websites to mobile sites and third-party listings. Hotel owners in North America may immediately begin placing orders for their new signs today. The updates will progress around the world with an expected completion date of December 2022.

For Wyndham’s brands, which Ballotti said are searched 6 billion times a year, that core brand connection will lead to critical increases in name recognition and a higher likelihood of booking, particularly on the brand.com sites, he said.

Lisa Checchio, senior vice president, Global Brands, further drove home the point, saying, “Think of how many potential guests drive past our signs: 80% 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.”