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Wyndham Takeaways

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Submitted By pramarat
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Wyndham International Hotels: Fostering High-Touch with High Tech

What is Wyndam’s Goal”

“To become the lodging brand of choice for business and leisure travelers in the upscale and high-upscale segments of the market?” pg. 1

Who Is Wyndam’s Competition?

Six Continents

Holiday Inn (especially Crowne Plaza)

Hilton Hotels

Marriott

Starwood Hotels

Sheraton Westin Four Points
In summary, Wyndham is much small (in terms of numbers of hotels and numbers of rooms) than their competition in this market segment. They have a problem overcoming this disadvantage.

What is the Basis of Competition in the Hotel Industry?

Start to generate general list and then focus on Wyndham’s segment (what is this and how might it differ from other segments?) See pg. 7

Wyndham targeted the upscale and luxury traveler—frequent business traveler

12-14 trips per year (pg 13)

See Exhibit 6 (pg. 27 & pg 26))

Critical Factors for this market segment

Clean rooms
Service
Safe

Location
Previous experience
Value for price
Reputation of chain

Room price lower

How does Wyndham intend to compete?

What are Wyndham’s major problems?

Low brand recognition among business and leisure travelers (pg 7)

Wyndham’s name did not appear in the list of the top 20 most recognizable brands to business travelers.

Issue of hotel rooms as a commodity

Offer a similar product making their value propositions indistinguishable and leading to within-segment competition increasingly based on PRICE

To be successful a firm must develop inimitable and sustainable differentiators and know their customers intimately

Thus, Wyndham must:

“Build a RECOGNIZED BRAND, CHANGE THE RULES OF ENGAGEMENT, AND CARVE A PROFITABLE NICHE THAT WE CAN DEFEND?

What are rules of engagement?

What is the solution?

Guest recognition or

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