by Loren G. Edelstein | April 11, 2018
Effective immediately, 12 Wyndham Hotel Group brands -- including Super 8, Days Inn and Ramada -- are adding "by Wyndham" to their iconic names. The plan was announced to thousands of franchisees at Wyndham's Global Conference this week in Las Vegas.

Brands adding the "by Wyndham" hallmark are Super 8, Days Inn, Howard Johnson, Travelodge, AmericInn, Baymont, Ramada, Ramada Encore, Dolce, Dazzler, Esplendor and Trademark -- representing 7,074 properties across the globe. The move aims to improve brand awareness throughout the company's portfolio.
 
"As the leader in midscale and economy lodging, the Wyndham name has become synonymous with making hotel travel possible for all," said Barry Goldstein, Wyndham's executive vice president and chief marketing officer. "This new designation for our brands is a celebration of the accomplishments we've made in our mission to make travel possible for everyone, revolutionizing Wyndham Rewards and elevating our brands through a laser focus on quality, technology, and sales and marketing."
 
Beginning April 16, the updated brand names and logos will appear across Wyndham's digital platforms. Hotel owners in North America were invited to begin placing orders for new signs as of Tuesday. The updates will progress around the world, with an expected completion by December 2022.
 
Wyndham's Wingate, Microtel, Hawthorn Suites and TRYP brands already incorporate "by Wyndham," and all 20 of the company's hotel brands (which include Dolce Hotels and Resorts) participate in the Wyndham Rewards loyalty program, which has more than 55 million members. For Wingate, the addition of "by Wyndham" in 2007 significantly increased brand awareness, and Microtel has experienced a steady increase in RevPAR performance compared with industry benchmarks since the "by Wyndham" addition.
 
"In a world with thousands of hotel brands available, guests look to names they trust, like Wyndham, which they know means a quality experience and exceptional service," said Lisa Checchio, left, senior vice president, global brands. "Putting that powerful name on the front door drives trial and builds tremendous awareness. Think of how many potential guests drive past our signs: 80 percent of the U.S. population is within a 10-mile radius of one of our hotels, and between our scale and our broad geographic reach, our signs generate more than 500 billion roadside impressions in the United States alone."