"The central thing is to give the customer what is promised"

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"The central thing is to give the customer what is promised"
Thu September 06, 2018

To analyze the news of the chain, we spoke with Jimena Faena, senior director of Marketing, Communication and Loyalty of Latin America and the Caribbean of Wyndham Hotel & Resorts, who did a complete review of their news.

What are the news in terms of openings and renovations at the regional level?

One of the most important news during this year is the acquisition of La Quinta. It is the 20th brand to join the Wyndham Hotels & Resorts portfolio and has more than 870 hotels, representing approximately 87,500 rooms, located in 48 destinations in the United States, Canada and Latin America. In our region, the presence expands to 14 hotels in important cities such as: Medellín, Ciudad Juárez, Monterrey, Cancún and San Luis Potosí, among others. As for new openings, we can highlight LQ by Wyndham León and Santiago de Chile, which opened in March of this year and Dazzler Rosario at the beginning of the year. Also, we have a new project signed in Ecuador, called "Wyndham Manta", which will open during the last quarter. In the course of August we opened a Tryp by Wyndham in Lima and during September we will inaugurate a Ramada Encore in Aguascalientes, Mexico and another one in San Pablo, Brazil. In addition, we have several openings planned for next year in Mexico, Peru, Paraguay, and Trinidad and Tobago, among others.

What are the priority markets? And the potentials?

All the countries of the region are important for us, that is why we have a presence in practically all of them. Yes we can speak of markets in which we have a greater presence than others, such is the case of Argentina, Brazil and Mexico.

They have a very strong work in social networks with influencers and micro influencers, what are their potentialities? What do the hotels look for with social networks?

Social networks are already an important part of our work and personal life. Brands have to find a way to have presence without being invasive. That's why we try to generate content that people genuinely care about. Each brand has profiles with content related to its essence and personality. Influencers are also chosen for having arrived, but we take great care how they communicate, what they communicate and what kind of interaction they have with their followers. With the networks we clearly seek to bring our brands closer to guests and potential guests, we seek to strengthen that link between the brand and its client, communicating the promise of value of each one from the experience lived by people in many cases who knows how to choose.

In this sense, what is the most influential change at the communication level?

Perhaps the most important change is a lot of audiovisual content and a strong increase in digital media. This is the focus that we currently have, as well as channels that aim to impact our audience in certain situations. An example of this is our participation in media within the airport, inflight videos, among others.

What is the determining factor when it comes to customer loyalty?

The central thing is to give the client what is promised. To be consistent. It sounds extremely simple and even obvious, but it is the key to success. Another very important point is to reward guests for choosing you. A clear example of that is our Wyndham Rewards reward program, which has been recognized on numerous occasions as the industry's largest, most valuable and simplest rewards program, which unites all the brands in the group. We give away approximately 1 million nights per year. It has 56 million members globally, who can choose from almost 9,000 hotels in more than 80 countries on six continents.

This year, the group announced an important change: the inclusion of the suffix "by Wyndham" in eleven brands of its property. What did this addition mean for the brand? How does it work today?

All our brands are By Wyndham. Some years ago the By Wyndham was added to Tryp and Wingate and the increases in Revpar were important, so we understood that this was the path we should take for each of the brands. Guests look for names they trust, such as Wyndham, because they know what it means to experience quality and exceptional service.​ The brands that add the "by Wyndham" hallmark are: Howard Johnson, Dazzler, Splendor, Days Inn, Super 8, Travelodge, AmericInn, Baymont, Ramada, Dolce and Trademark. The change not only unites the various hotels of the company under a common mission and name, but we also expect it to have a favorable impact on the guest approval rating and brand awareness throughout the portfolio.

How is the company's relationship with the OTAs? And with the traditional travel agencies?

They are fundamental partners for us. That is why we strive to work day by day with them, to improve the offer according to demand.

What are the biggest challenges to face in a highly competitive market, where new players like Airbnb are added, as a competition for the traditional hotel industry?

We do not notice that the arrival of new players affects us directly. We have not seen that affect our numbers, for example, corporate clients require an infrastructure and a number of services that are only present in the hotel.

How do you analyze the news of the hotel industry? How do you think the sector will evolve in a few years?

The increase of travelers in the world is important and mainly in the middle sectors, that is why we work every day to make it possible for everyone to stay in a hotel, regardless of their budget; There has to be a Wyndham to welcome him. There are still many secondary and tertiary cities in our region that do not have international hotels, there is enormous potential.


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