HOTEL FAVORITE How Acing Brand Standards Can Win Guest Votes, Drive Dollars
BRAND STANDARDS THE MAKING OF A HOTEL FAVORITE How acing brand standards can win guest votes, drive dollars Days Inn by Wyndham Dawn Renderings n an increasingly competitive hospitality landscape, guest experience wins. Paying customers don’t like surprises—they crave ACROSS consistency. Think of the coffee America runs WYNDHAM'S on, or the world’s preferred next-day shipping PORTFOLIO giant. These brands are favorites because their OF BRANDS IN delivery never falters. NORTH AMERICA, Brand standards are the building blocks of HOTELS WITH Ihotel consistency; judiciously designed standards AN ONLINE connect hoteliers’ investments with the amenities SOCIAL RATING guests expect, helping drive positive reviews, repeat OF FOUR (OUT stays and, ultimately, better performance. OF A TOTAL OF And positive guest reviews have revenue ripple ef- 5) AVERAGED fects. Across Wyndham's portfolio of brands in North America, hotels with an online social rating of four (out of a total of five) averaged $13 (USD) more in RevPAR $13 than those with a three rating. For a hotel delivering (USD) MORE IN $45 RevPAR, a one-point score lift can mean a 29 REVPAR THAN percent RevPAR increase. THOSE WITH A “Owner payoff is a top consideration influencing THREE RATING. brand standards,” says Scott LePage, executive vice president, North America Operations for Wyndham. “We’re prioritizing practical brand standards that 4 INSIDE WYNDHAM INSIDE WYNDHAM 5 BRAND STANDARDS are revenue drivers and industry ing of what compels a guest to For example, 90 percent of differentiators.” choose one brand over another, Super 8 by Wyndham hotels Wyndham clearly defines its brand in North America are elevating ALL-HANDS-IN BRAND identities through extensive mar- economy with brand-defining ele- STANDARDS DEVELOPMENT ket research, LePage adds, and ments from its INNOV8TE design Wyndham’s team employs a these unique identities are guiding package; the brand now has the 360-degree approach to creating principles when making brand highest-rated guest reviews1 of any value-driven brand standards, standard decisions.
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