Will Wyndham’s Brand Redesign Spread to Wyndham Timeshare?

In today’s relational business market, a company’s branding represents the ‘voice’ with which it speaks to its market. In a move to make its voice sound just right to the millions of consumers who visit their hotels and resorts each year, Wyndham announced it is unveiling new logos and is redesigning its branded websites in what the company calls a “portfolio-wide redesign.”

Jeff Wagoner, president of Wyndham Hotels and Resorts, explains, “Our strategy enables us to take full advantage of marketing and branding opportunities that will benefit all of our affiliated brands.”

Wyndham’s new strategy is directed at uniting its multiple franchises, of which Planet Hollywood Hotels is one of the newest. Changes designed to make the Wyndham hotel message more cohesive across its brand include a new logo for Wyndham Rewards and the new tagline: “Rewards right around the corner.” As Wyndham reported and its official media release, “Bridging the identities of each brand within the Wyndham family of brands are attributes common to all Wyndham products including the Wyndham ByRequest® personalized loyalty program, which has been extended to the Wingate by Wyndham and Hawthorn Suites by Wyndham brands…”

The redesign also includes enhanced property content on brand websites, which will translate to features such as website photos that depict properties as they look in the existing season. Also in the works are a new, comprehensive content management strategy and a redefined rate management strategy and technology to ensure rate consistency across the thirteen Wyndham franchises. Short-term, look for promotions that feature triple-points and free nights to be out this Fall, targeting Wyndham Rewards program’s members by their buying patterns.

How much will the new messaging at Wyndham Hotels carry over to Wyndham timeshare? To some degree cross branding is unavoidable as more timeshare companies turning to mixed use (part hotel-part timeshare) resorts and continue to become more flexible. In general, the lines between hotels and vacation ownership become less distinctive as more companies recognize the value in offering products that users can customize to fit their preferences and needs.