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Trademark Collection, the Wyndham Hotels & Resorts post-Covid strategy

While the tourists are rethinking the way they travel and hoteliers the way they host, Wyndham Hotels & Resort is particularly looking to independent hoteliers in the United States, Canada and Germany. While the tourists are rethinking the way they travel and hoteliers the way they host, Wyndham Hotels & Resort is particularly looking to independent hoteliers in the United States, Canada and Germany.

Indeed, Trademark Collection is the group's brand with the strongest growth, +19% more rooms in 2019 compared to the previous year and now offer 113 locations worldwide. Among the latest openings include the Cantilever Hotel in Ranier (Minnesota-USA), Eureka Inn Hotel in Eureka (California-USA), Lakeview Signature Hotel in Winnipeg (Canada) and the H+ and H4 Hotel in Leipzig (Germany). The brand already has more than 8,400 rooms and has just launched construction of a new property in Leavenworth in a former parochial school, expected to open in the third quarter of 2020.

The brand's conversion pipeline increased 8% globally year-over-year; it should be noted that with over 15,000 independent economy and midscale hotels, United States represent an important pool of potential new rooms and Wyndham has positioned itself as a major player in that range of scale of hotel product proven track record of growing net rooms during lodging cycle downturns, fueled by the strong value proposition across its portfolio of well-known brands.

Trademark Collection by Wyndham promises independent hotel owners support and guidance in a true partnership relationship, being part of a global distribution network without giving up the identity and history of their hotel and above all access to the 83 million members claimed by the group in its Wyndham Rewards loyalty program.

Following the Covid-19 crisis, Wyndham relies on endurance and the Company is taking an Owner-First approach.

The group helps owners by assisting them in reducing their operating short-term costs, starting by suspending certain fees and providing payment relief and deferring property improvement plans for nonessential brand standards in an effort while the industry recovers. The group also took efforts to secure government assistance for franchisees, partnering with industry organizations to advocate on their behalf while guiding them through available relief, like the CARES act.

Aware of the changes in traveler behavior in the wake of Covid-19 and especially of the need to reinforce the confidence of their guests, Wyndham is committed to improving its health and safety protocols by adding any further elevating recommendations from the U.S. Centers for Disease Control and Prevention in applying all the group's hotels. This initiative dubbed “Count on UsSM” includes strengthening supply chains by adding new criteria in the quality standards and guidelines imposed on its suppliers and applicable to its brands, particularly by emphasizing staff training.

Wyndham has also expanded its relationship with industry leader Ecolab on requiring consistent use of Ecolab’s EPA-approved disinfectants in guestrooms and public spaces nationwide.

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