Wyndham Hotels & Resorts is to increase awareness of the Wyndham name following its spin-off from its parent company.
Earlier this month Wyndham Hotels & Resorts – the world’s largest hotel franchisor with a portfolio of 9,000 properties – separated from its timeshare and vacation rental business Wyndham Worldwide Corporation, which has since been renamed as Wyndham Destinations.
Dimitris Manikis, president and managing director for Europe, Middle East, Eurasia and Africa (EMEA), of Wyndham Hotels & Resorts, told The Caterer that the “by Wyndham” tag line will be added to all 12 of the company’s brands over the next two years in order to ensure consumers have an affinity with the group portfolio and an understanding that there is a brand available at every price point.
There are currently just three Wyndham brands among the group’s 74 hotels in the UK. These will eventually become known as Days Inn by Wyndham, Ramada by Wyndham and Ramada Encore by Wyndham, all which operate in the mid-market sector.
Manikis said the UK has been identified by Wyndham as “a top priority” for expansion, both among the three brands already present as well through the introduction of new brands, such as the luxury Wyndham Grand brand and Tryp by Wyndham, which is aimed at millennial guests.
“The important thing is that we find the right brands for the market and the right partners to work with,” he explained. “In every case, quality will be key. Many Brits use Wyndham brands abroad, so they will recognise them if they come here. Our single largest market in EMEA is in Germany, where we are launching Super 8, an economy brand with great room types. It certainly is a brand that could come to the UK.”
Manikis said that he was aware that any expansion of Wyndham in the UK would have to deal with the staff challenges currently facing the hospitality sector as the country moves towards Brexit.
As a result, he emphasised that one of the key priorities for the company was “to attract, build and retain the right talent”, with its School of Hospitality Operations (SoHO) offering in-person and online training for hotel staff at all levels.
Manikis added that Wyndham Hotels & Resorts is focused on major global growth, with 1,000 hotels in the pipeline and properties opening at a rate of two per day.