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 Wyndham Hotels and Resorts Develops New Interior Prototypes
for the Hawthorn Suites and Wingate Brands

Hawthorn Suites Logo Updated
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RIO GRANDE, Puerto Rico (May 29, 2009) - More than 350 owners, managers and staff attending the Wyndham Hotels and Resorts conference this week heard new brand President Jeff Wagoner announce that the brand’s footprint would be expanded by affiliating it with the midscale extended-stay Hawthorn Suites® brand.
 
The affiliation, designed to reach a broader consumer base and leverage marketing, sales and training, creates a combined Wyndham® brand that will encompass approximately 325 hotels based on quarterly system statistics disclosed March 31. The company previously affiliated its Wingate® and Wyndham brands in 2007.
 
To formalize the relationship, the Hawthorn brand, now Hawthorn Suites by Wyndham, will be identified with a refreshed red and orange logo that incorporates key design elements of the Wyndham logo.  
 
“The integration of Hawthorn Suites by Wyndham allows us to offer a complete spectrum of products under the Wyndham umbrella, meeting every type of consumer’s hotel need,” said Jeff Wagoner.  
 
He also outlined a three-pronged brand strategy to clarify each product’s positioning within the Wyndham Hotels and Resorts brand and drive growth for the chain’s managed and franchised hotel portfolio.
 
Addressing an audience representing the Wyndham, Wingate by Wyndham and Hawthorn Suites by Wyndham brands who assembled for the conference at the Rio Mar Beach Resort & Spa - A Wyndham Grand Resort, Wagoner said his strategy aims to ensure “Wyndham gains recognition as one of the great upscale hotel brands.”  
 
“With just three months under my belt as president of Wyndham Hotels and Resorts, already, it’s clear to me what we need to do,” he continued. “My focus has been, and will remain on, establishing three things: brand clarity, brand contribution and profitability for Wyndham owners and operators.”
 
Wagoner clearly framed the Wyndham brand portfolio to include five distinct product types including
  • the four-plus diamond, upper, upscale Wyndham Grand Collection; 
  • the three- to four-diamond upscale Wyndham Hotels and Resorts; 
  • the three-diamond Wyndham Garden; 
  • the new-construction midscale without-food-and-beverage Wingate by Wyndham; 
  • and the extended stay Hawthorn Suites by Wyndham.
To bridge the unique identities of each Wyndham product type within the Wyndham family of brands and to create a “familial resemblance for consumers,” a number of attributes will become common across all Wyndham products including the Wyndham ByRequest personalized loyalty program, which will extend to Wingate by Wyndham and Hawthorn Suites by Wyndham. This will give each product type a unique advantage over competitors in their respective segments while continuing to maintain the individual elements that make them unique.
 
Jeff Wagoner, a 25–year lodging veteran, is responsible for the operation, growth, performance and strategic direction of the Wyndham Hotels and Resorts® franchise and management portfolio and the Wingate® by Wyndham franchise system.

Prior to joining Wyndham Hotel Group, Wagoner was chief operating officer of WhiteFence, an e–commerce company based in Houston, where he was responsible for overall operational effectiveness and revenue growth, including oversight of business development and provider/partner relationships, budget preparation, call center operation and new growth strategies and initiatives. Under his leadership, the company increased annual revenues by 183% over a period of two years and was recently recognized as one of the top 50 fastest–growing companies in Houston.

From 2004 to 2007, Wagoner was senior vice president of sales for ZipRealty, a national full–service real estate brokerage firm based in Emeryville, Calif., where he oversaw more than 1800 employees and was responsible for revenue growth strategies, operational and sales policy development, staffing, training and company profitability.

From 1998 to 2004, Wagoner was senior vice president of hotel operations for the former Wyndham International where he oversaw more than 100 Wyndham and Wyndham Garden hotels with responsibility for operations, strategic planning, revenue generation, profit performance and capital planning. He also spearheaded the creation of Wyndham ByRequest, the chain's personalized frequent guest program.

From 1997 to 1998, Wagoner was area managing director for Starwood Hotels & Resorts Worldwide. Prior to 1997, he held various property level positions including general manager and director of sales with brands such as Wyndham, Doubletree, Stouffers and Marriott.

Other common attributes include Wyndham Worldwide Corporation’s Count On Me! service culture, whereby, all Wyndham employees pledge to be responsive, be respectful and deliver great customer experiences; Wyndham Be Well™ philosophy; marketing designed with a similar look and feel; common property management systems; and the Wyndham brand name.
 
Building upon Wagoner’s message, Bill Hall, Wingate by Wyndham brand senior vice president, unveiled the first new interior prototype designs for the Wingate brand since its launch in 1995. The new design concepts will include more open, social public spaces and contemporary guest room décor as well as ecologically friendly elements such as furniture and fixtures made from sustainable materials and energy-efficient lighting.
 
To develop the Wingate by Wyndham interior prototypes, the brand tapped Gensler, a global leader in architecture, design and planning.

“While our typical guest is over the age of 35, we are preparing for the Generation X and Y travelers who are developing their brand of first choice,” said Hall. “The new designs are contemporary and comfortable and provide an intuitive guest experience.”


Renderings of the Wingate by Wyndham
Guestroom and Lobby Prototypes


Hall, who will oversee Hawthorn operations, also introduced a new, all-suite Hawthorn Suites by Wyndham interior prototype featuring fully equipped kitchens with granite countertops and stainless steel appliances, flat-panel televisions and desks with easily accessed power outlets and data ports. Prototype suites are divided into five zones: Chef Zone, Flex Zone, Relaxation Zone, Sleep Zone and Cleansing Zone, each with space to work, eat, sleep, bathe and relax. 
 
The designs, which have a more upscale look and feel than the current Hawthorn Suites design, also offer the choice of three distinct color palettes reflecting seasonal colors of spring, summer and fall for warmth and home-like surroundings. 

Renderings of the Hawthorn Suites
Guest Room and Lobby Prototypes


 Wyndham Hotels and Resorts, LLC and its affiliates, subsidiaries of Wyndham Worldwide Corporation (NYSE: WYN), offer upscale hotel and resort accommodations throughout the United States, Europe, Canada, Mexico, China and the Caribbean. All hotels are either franchised or managed by Wyndham Hotels and Resorts, LLC or an affiliate. For additional information or to make a reservation, go to www.wyndham.com. 

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Contact:

Evy Apostolatos
Director, Media Relations
Wyndham Hotel Group
22 Sylvan Way
Parsippany NJ  07054
(973) 753-6590
evy.apostolatos@wyndhamworldwide.com
 

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Also See: Wyndham Appoints Leadership Team for the Recently Acquired Microtel Inns & Suites and Hawthorn Suites Brands; Roy Flora Named President of the Brands / August 2008
Wyndham Debuts Three New Hotel Prototypes including Guest rooms, Lobbies, Smart Chair / July 2006
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