Owner-First: Update on Wyndham’s Women Own the Room and Programs That Support Franchisees

Lisa Checchio, executive vice president and chief marketing officer, Wyndham Hotels & & Resorts

Speaking with LODGING at AAHOACON2023 & , Wyndham Hotels & Resorts’ executive vice president and chief marketing officer, Lisa Checchio, offered an upgrade on Wyndham’s effort to support hotel ownership by females through its Women Own the Room program, which she stated, harmonizes Wyndham’s “owner-first viewpoint.” She likewise explained other methods Wyndham’s marketing group is supporting franchisees, consisting of enhancing labor retention by allowing visitors, who might not be bring money, to tip housekeeping personnel, and providing Wyndham Rewards to team member who increase subscription, to, in turn, be rewarded themselves.

Women Own the Room

The Women Own the Room program, which assists females own hotels franchised under Wyndham brand names, was produced to assist get rid of barriers typically experienced by females desiring hotel ownership, primarily by getting funding however likewise simply thinking it was possible to understand this “dream” in the face of barriers. It is developed to advance and empower ladies business owners to break through the primarily male-dominated hotel market and is an extension of Wyndham’s devotion to variety, equity, and addition.

” We have actually been delighted with the early success of the program. In simply over a year, we have almost 3 lots hotels in the program throughout the nation and throughout all chain scales. The hotels they own throughout the nation and throughout every chain scale consist of both brand-new building and construction and conversions,” stated Checchio.

Supporting Underrepresented Owners

Checchio discussed the reasoning behind Women Own the Room is rooted in a regrettable truth of the market. “Our market is the most varied, and perhaps, the most universal on the planet– it’s on every continent, every culture, every language, every nation, and it unifies and offers a chance for individuals from all strolls of life. The chance to own hotels requires to extend to underrepresented groups within our market.”

Women, she stated, comprise 70 percent of those utilized by hotels, however are just 10 percent of owners. The underrepresentation is even higher with Black owners, who comprise just 2 percent, and for whom Wyndham produced the Black Ownership and Lodging Development (BOLD) program Both programs, she kept, look for to unlock of ownership to this swimming pool of underrepresented potential owners with program pillars that deal with the distinct obstacles they deal with utilizing the scale and resources of Wyndham, which is the biggest hotel franchising business on the planet.

Rewarding Loyalty Among Employees in addition to Guests

Checchio stated Wyndham’s other efforts to support franchisees are generally connected to its Wyndham Rewards commitment program, which now surpasses 100 million members. “The Wyndham Reward program types commitment, repeat organization, and, actually, what we’re truly attempting to provide to our franchisees, which is the greatest quantity of reservations at the most affordable acquisition expense.”

However, she states, consumer commitment can likewise be utilized– often indirectly– to draw in and keep skill. One method, which is intended straight at increasing subscription in the program, benefits front desk employee when they register visitors. “Given how essential the program is to franchisees, it makes good sense to reward the personnel who assist enhance those numbers by offering them with their own benefit points … which they can utilize for hotel stays or for present or gas cards. In addition to the common raise, this advantage includes additional stickiness, another reward for them to remain.” Beyond Wyndham Rewards, another tool that Wyndham supplies to franchisees to support retention is a mobile tipping program that permits visitors– much of whom no longer bring money– to tip maids utilizing their phones.

And Now for Baseball Fans

The newest Wyndham Rewards improvement is intended straight at Minor League Baseball(MiLB) fans. Considering that ending up being the main hotel partner of minors baseball, Wyndham is driving hotel states into 120 ballparks, which Checchio stated, implies, “Families heading out to ballparks to see their preferred groups, in addition to little league group, gamers, authorities, and media, belong to remain and be around others who share their enthusiasm.”

Setting an Example

Circling back to Wyndham’s dedication to underrepresented owners, Checchio stated the success of programs like BOLD and Women Own the Room might well exceed those who benefit straight from such program. Checchio kept in mind that a speaker throughout AAHOACON 2023 pointed out the power of a girl seeing a space loaded with ladies hotel owners who appear like her and ultimately taking an action towards hotel ownership based upon seeing that assistance. “Just believe just how much simpler and just how much hope there is for every single generation that follows her.”


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