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¡Xfrequent 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 prop ...