How Wyndham Hotels & Resorts stayed afloat during a trying time for hospitality
The profile of the typical guest at Wyndham Hotels & Resorts has changed dramatically in the past year: It’s now making room for the “essential traveler.”
In contrast to serving business or leisure guests, the essential traveler has specific needs that the chain is addressing in partnership with Google.
According to Wyndham CMO Lisa Checchio, the majority of business travelers at its more than 6,000 locations across the U.S. are construction workers, utility workers, truckers, and other infrastructure and logistics workers. Shutdowns don’t apply to these folks. So, Wyndham kept 90% of its U.S. locations open throughout the pandemic.
That strategy paid off. By the end of Q2 2021, revenue per available room more than doubled from the same time last year. While it was still down 5% from 2019, that beats the 21.7% revenue collapse that hospitality data firm STR says U.S. hotels suffered during the same span.
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