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
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the four-plus diamond, upper, upscale Wyndham Grand Collection;
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the three- to four-diamond upscale Wyndham Hotels and Resorts;
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the three-diamond Wyndham Garden;
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the new-construction midscale without-food-and-beverage Wingate by Wyndham;
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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. |