LOS ANGELES — Wyndham Hotels & Resorts is focused on addition in 2022, whether that’s adding segments, new brands or new types of franchisees to its system.
Lisa Checchio, Wyndham’s chief marketing officer, shared details about the company’s Women Own the Room program, which helps women own hotels franchised under Wyndham brands.
The program’s first member is Trusha Patel, founder and CEO of Platinum Holdings, who is developing two new-build, dual-brand La Quinta and Hawthorn Suites hotels in Texas.
A veteran of the industry, Patel spent years working with her family members to buy and operate hotels, but as Checchio tells it, “every time she went to take that step to hotel ownership where she could be the primary owner, she was met with rejection,” while her husband could approach the same deals and get financing.
"[What] we’ve heard time and time again from other hoteliers is that there’s a barrier for women to enter this industry,” Checchio said. “We have plenty of women in our system who are more than behind the scenes. Their families have been in the hotel industry for decades; their spouses have, and they just have never taken the first step.”
Checchio said success of Women Own the Room will be measured simply — by seeing more women in hotel ownership.
Wyndham is offering capital support and reduced initial franchise fees for conversion and new-build projects; training and opening support; and networking and educational offerings.
“Every conversation we have is unique,” she said. “Some women are interested in conversion. Some are interested in new construction but don’t know how to find the financing. Some already have hotels they own but they need help operating them.”
Adding Brands, Filling Gaps
This focus on inclusivity fits within Wyndham’s additive trajectory, as the company looks to create what Checchio calls an “ecosystem that allows our guests to stay regardless of their mission for travel.”
Brand launches to fill chain-scale gaps have been a top priority for Wyndham. Earlier this month the company announced its intention to launch an economy extended-stay brand this spring. Last fall the company debuted a new midscale all-inclusive brand, Alltra, in partnership with Playa Hotels & Resorts.
“These new brands we’re introducing serve a specific need,” Checchio said. “There were gaps in our portfolio for owners, and there were gaps in our portfolio for [loyalty] members and guests. So we are creating brands that are additive to our portfolio.”
For more from Hotel News Now’s video interview with Wyndham Hotels & Resorts’ Lisa Checchio, watch the video above.