Wyndham Worldwide has launched its first multi-brand advertising campaign for its hotel division.
The Wyndham Hotel Group campaign, whose television and digital components launched Monday, highlights the broad lodging choices offered by its dozen brands: Wyndham, Travelodge, Ramada, Howard Johnson, Days Inn, Super 8, Microtel, Baymont Inn and Suites, Hawthorn Suites, Wingate, Tryp and Knights Inn.
The campaign, voiced by actor John Goodman, also pitches Wyndham’s loyalty program.
“People all over the world know us, but they don’t yet know we’re a family,” Goodman says in one of the spots. “Twelve brands, more hotels than anyone else in the world.”
Wyndham is looking to boost exposure for a division that represents a fraction of Wyndham Worldwide’s revenue, but is improving along with the rest of the lodging industry.
Wyndham Hotel Group accounted for 20% of Wyndham Worldwide’s revenue and 28% of its earnings during 2012 and 2013, while vacation ownership and vacation rentals accounted for the remainder.
Wyndham Hotel Group’s first-quarter revenue per available room (RevPAR) increased 4% from a year earlier.
The campaign echoes that of Choice Hotels International, which united its brands — which include Comfort, Quality and Clarion — in a campaign that debuted in spring 2011.
The Wyndham Hotel Group ads, which will air during shows such as “The Voice,” “The Bachelorette” and “Dancing With the Stars,” will run through late September.
Follow Danny King on Twitter @dktravelweekly.