Wyndham Hotel Group is repositioning all 16 of
its brands, gearing them more toward Millennials and "the diverse global
middle class," the company announced. The brands—which sit in the upscale,
midscale and economy segments—will get redesigned interiors and enhanced perks
aimed at the type of traveler each brand welcomes. The company partnered with
brand strategy and experience firm Siegel+Gale to identify guests’ preferences
and to design brand experiences that will elevate midscale and economy hotel
stays. Changes across the Wyndham portfolio will appear as early as this summer.
The company also recently added status levels to its Wyndham Rewards program,
which now includes local experiences among items members can redeem.