The latest major hotel chain to make a move into the boutique segment is Wyndham Worldwide, the world’s largest hotel franchisor, as well as being number one in timeshare and holiday rentals. It is understandable that the group was late to consider boutique hotels given that its core business is standardised cookie-cutter budget and midscale hotel concepts. The group has never owned any hotels and has only a few management contracts for its upscale Wyndham Hotels & Resorts brand. In January 2011, Wyndham signed an agreement with Chatwal Hotels & Resorts for exclusive rights to franchise and manage the group’s Dream and Night boutique hotel brands globally. The two brands broaden Wyndham’s diverse offerings. Night is an ‘affordably chic’ limited- or full-service option with innovative designs and services, and Dream will be positioned as a full-service lifestyle brand for gateway cities and resort destinations. Wyndham now offers the full spectrum of brands to developers and franchisees, with offerings ranging from Super 8 and Days Inn in the economy segment to midscale brands like Wingate and Ramada, the upscale Wyndham brand and now Dream at the top in the upscale and above segments. http://academic.mintel.com/display/585777/
* Hospitality Franchise Systems, launched in 1990, was renamed as Wyndham Worldwide in 2005. * As of December 2011, the company operated around 7,205 hotels worldwide and 613,100 rooms through franchise properties in the upscale, midscale, economy and extended stay segments. * Worldwide, economy brands include Days Inn, Super 8, Microtel Inns & Suites and Knights Inn, midscale brands include Howard Johnson, Ramada Worldwide and Baymont Inn & Suites, and upscale brands include Planet Hollywood, Dream and Night. Other businesses include vacation ownership, exchange and rentals. * In the UK, there are (as of September 2012) 106 hotels – 58 under the Days Inn brand, 47...