News for the Hospitality Executive
PARSIPPANY, N.J. 07-26-2011 — The TRYP by Wyndham select-service hotel brand today announced the launch of a new global marketing and advertising campaign and the debut of the brand’s revamped consumer website – www.tryphotels.com – available in five languages: English, Spanish, German, Portuguese and Brazilian Portuguese.
The campaign, featuring the slogan “This is my TRYPSM,” will be seen online and in print and already is embedded in the brand’s website, hotel collateral and signage. It is TRYP by Wyndham’s first new global marketing campaign since Wyndham Hotel Group acquired the brand last year from Meliá Hotels International of Spain.
By reintroducing the new website in English, Spanish, German, Portuguese and Brazilian Portuguese, the brand now better accommodates travelers in key feeder markets and connects with its customers in their own language. The website will be updated frequently to feature brand promotions and offers aimed at consumers who shop online for urban hotels in key cities globally.
Visitors to the site also have the ease of sharing hotel information and offers via social sites including Facebook and Twitter. The site’s “Our Cities” section provides visitors with a variety of travel tips, information on city hotspots and the best ways travelers can take full advantage of the cities in which TRYP by Wyndham hotels are located.
The new “This is My TRYP” campaign, created by the brand’s marketing agency, Miami, Fla.-based Navigant, is part of a broad, multifaceted effort to market TRYP by Wyndham as a global cosmopolitan brand that resonates with travelers around the world.
The campaign reflects extensive consumer research, which considered current consumer trends including what travelers expect from midpriced hotels and already like about the TRYP by Wyndham brand. Based on the research findings, the marketing copy reflects colloquial verbiage used by its Gen X and Y target audiences as well as imagery that captures the notion of traveling throughout the world’s best-known cities. Campaign test results indicated that after seeing the new marketing campaign, two thirds of all test participants in the United States agree that TRYP by Wyndham hotels are located in “cool” cities and that TRYP by Wyndham is the kind of hotel brand with which they’d like to stay during their travels.
“By writing in a more naturalistic style we are able to better connect with our consumers on a more personal level,” said Daniel del Olmo, brand senior vice president of TRYP by Wyndham. “Combining a unique look, font and photography, the creative brings a fresh, stylish twist to the select-service segment. And by promoting some of our key destinations in our ads, we’re proudly displaying that we are a solid brand, with hotels in cities where our guests want to go.”
Del Olmo said TRYP by Wyndham is “not a cookie-cutter hotel brand with generic offerings to suit everyone, but a brand with a passion for all the vibrancy and excitement that city life has to offer.”
“That passion about the city and about people is an integral part of our brand DNA, which is why we like to think of ourselves as one part experience and one part destination,” he continued.
The brand’s overall marketing efforts are designed to clearly convey the brand’s three core pillars: a cosmopolitan essence, given the brand’s prime urban locations in some of the world’s most attractive and cultural hotspots; Mediterranean flavor, celebrating the brand’s Spanish heritage; and energetic spirit, as a hotel brand that delivers relevant amenities and a service philosophy designed to ensure guests make the most of their experiences in the city.
Continuing its global expansion, the TRYP by Wyndham brand will introduce its first location in North America with the fall 2011, the 173-room TRYP New York City Times Square South; the brand also expects to open hotels in Panama City, Panama, and Bogotá, Colombia, later this year.
TRYP by Wyndham hotels offer signature family rooms, which feature a large bed for parents and bunk beds for children, as well as specialty fitness rooms, equipped with elliptical machines, treadmills or stationary bikes and a complimentary fitness kit complete with a workout outfit, exercise mat, mineral water and extra towels. Guests can enjoy TRYP by Wyndham’s signature breakfast each morning, a rich buffet that includes a wide variety of items with special emphasis on healthy, fresh ingredients.
TRYP by Wyndham represents over 90 hotels and approximately 13,000 rooms across Europe and the Americas. The select-service, mid-priced brand currently caters to business and leisure travelers in cosmopolitan cities including Madrid and Barcelona in Spain; Paris; Lisbon, Portugal; Frankfurt and Berlin, Germany; Buenos Aires, Argentina; Sao Paulo, Brazil; and Montevideo, Uruguay.
Wyndham Hotel Group, part of the Wyndham Worldwide (NYSE:WYN) family of companies, is the world’s largest hotel company with approximately 7,190 hotels and 609,600 rooms in 66 countries under the hotel brands: Wyndham Hotels and Resorts®, Ramada®, Days Inn®, Super 8®, Wingate by Wyndham®, Baymont Inn & Suites®, Microtel Inns & Suites®, Hawthorn Suites® by Wyndham, TRYP by Wyndham®, Howard Johnson®, Travelodge® and Knights Inn®. In addition, the company has a license agreement to franchise the Planet Hollywood Hotels, Dream® and Night® brands and provide management services globally.
All hotels are independently owned and operated excluding certain Wyndham and international Ramada hotels which are managed by Wyndham Hotel Management, Inc., one of its affiliates or through a joint-venture partner. Wyndham Hotel Group is based in Parsippany, N.J. Additional information is available at www.wyndhamworldwide.com.
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