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Wyndham Hotel Group is realigning two of its brands - Wyndham Hotels & Resorts and Wingate - in order to leverage marking, sales and training and reach a larger consumer base.
The brands will now be affiliated so that guests can search from a combined portfolio of more than 230 hotels, on either the Wingate or Wyndham websites. Wingate hotels will also be renamed and adopt a new logo to reflect the move, becoming Wingate by Wyndham by the end of 2007.
”Geographically, the brands complement each other with Wyndham properties primarily in resort and centre-city locations and Wingate hotels largely in secondary markets,” said Wyndham Hotel Group president and CEO, Steven Rudnitsky.
”The Wyndham name provides the Wingate brand with increased consumer awareness. Conversely, the Wingate brand offers the Wyndham brand an established counterpart in the midscale-without-food-and-beverage segment.”
Wingate properties are to undergo brand identity upgrades that include Wyndham amenities such as MP3 clock radios and single-cup coffee makers, as well as the adoption of Wyndham's One-to-One training programme for staff, which focuses on personalised guest services.