LAS VEGAS—At the second global Wyndham Hotel Group conference in Las Vegas on Tuesday, the Microtel Inn & Suites by Wyndham brand, recently tagged with the “by Wyndham” designation, announced its rebranding strategy designed to grow awareness and drive business to franchisees.
At the heart of the plan is a new multi-channel marketing campaign with a streamlined and “design-focused” look. All of the creative, ranging from property collateral to online advertising and television spots, highlights a single, key differentiator for the brand: that every Microtel hotel was designed and built from day one to be a Microtel hotel and nothing else.
“If you look at what sets the Microtel Inn & Suites by Wyndham brand apart, it’s an unwavering commitment to consistency and quality,” said Rui Barros, Microtel Inn & Suites by Wyndham brand senior vice president. “We have outstanding owners who were made to be in the hospitality business and our product is designed to provide a great guest experience. In launching this new campaign and adding “by Wyndham” to the brand’s name, we expect to elevate the brand and showcase the quality that comes from being an all-new-construction chain.”
Consumers will begin seeing elements of the new marketing campaign in the next few months.
Hotels have already begun changing on-property signage and to assist with the costs, the Microtel Inn & Suites by Wyndham brand will provide open hotels in good standing with a credit of up to $10,000. All signage is expected to be updated by the end of June 2013.