HOTEL FAVORITE How Acing Brand Standards Can Win Guest Votes, Drive Dollars
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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. The compa- conversion economy brand. From LePage says, leveraging insights ny also collaborates with repu- destination-specific artwork that from franchisees, market research table design firms, such as TPG doubles as headboards to lime and top design firms. Architecture, CRTKL and Hoefer and cinnamon bedding accents, Hoteliers are at the forefront Wyzsocki, to provide additional Super 8 brand standards are re- in developing sensible standards design lenses when reimagining inforcing consistent, positive and for their brands, articulating the brands, prioritizing owner cost- repeat-worthy guest stays. elements needed to most effi- per-key goals and payback. ciently run their businesses, cou- “Crafting and implementing PUTTING STANDARDS TO WORK pled with the wants voiced from brand standards is a balancing act Helming each of Wyndham’s brands their guests, he says. Wyndham’s of practicality and adaptability,” in North America are designated Franchise Advisory Committees says LePage. “We want our fran- brand leaders, described by LePage Super 8 (FACs)—diverse cross-sections of chisees—who are independent as franchisees’ advocates, sounding by Wyndham owners from various geographical owners and operators—to feel free boards and “solutioners.” Spirit Lake, IA markets and chain scales—are to run their hotels as they see fit, “Each franchisee also has a go- instrumental in driving each while understanding the signifi- to operations lead providing field brand’s future vision. cance consistency plays in secur- support—someone with whom their benefits and how to imple- continues unveiling WYNDHAM’S room types—is one Layering in a deep understand- ing repeat guests.” they can discuss the standards, ment them,” he says. new prototypes and TEAM EMPLOYS example of how the Recognizing different markets brand-design pack- A 360-DEGREE company is placing a may pose unique limitations, like ages across its port- APPROACH TO premium on aesthetic Howard Johnson trying to accommodate a brand’s folio, LePage says. CREATING VALUE- and owner ROI, high- by Wyndham pool standard within a heavily Readying its owners DRIVEN BRAND lights LePage. Exist- Ocala, FL populated city center. LePage for maximum per- STANDARDS, ing owners continue says these teams are typically formance potential LEVERAGING playing a pivotal role able to work with developers on out of the gate are INSIGHTS FROM in pressure-testing common-sense solutions. new prototypes like FRANCHISEES, and flexing the con- He notes the company’s holistic Wyndham Garden’s MARKET cept, ensuring it meets and collaborative brand standards Arbor, Microtel’s Moda RESEARCH the needs of today’s AND TOP approach is setting a new partner- and the dual-branded hoteliers. DESIGN FIRMS. ship tone. “In the past, developers Hawthorn Suites and “We want franchi- associated brand standards with La Quinta archetype, sees to feel good quality assurance and compli- plus design packages about their contribu- ance inspections—we’re changing including Days Inn’s Dawn, tions and to realize how strategic that perception for the positive. Super 8’s INNOV8TE, Howard hotel investment can drive signif- Standards today are about creat- Johnson’s RENEW and a new icant guest loyalty,” LePage says. ing opportunities to drive greater AmericInn room. “There’s nothing greater than vis- value of and into our franchisees’ Wyndham’s recently debuted iting an owner who’s implemented assets in ways true to guest ex- Days Inn Dawn design—featur- brand standard elements, seeing pectations.” ing bright, sun-centric art and how good they feel, watching In lockstep with evolving guest thoughtfully designed for seam- their hotel scores go up and hav- and owner needs, the company less installation across varying ing them say to us, ‘What’s next?’” 6 INSIDE WYNDHAM 1 Based on a leading guest survey platform as of May 2019. INSIDE WYNDHAM 7.