Wyndham Hotels & Resorts celebrates a significant milestone – surpassing 15 hotel openings and securing over 50 signings within its groundbreaking Women Own the Room (WOTR) initiative. Launched just over two years ago, WOTR is a first-of-its-kind program empowering women in the hospitality industry by addressing the unique challenges they face on the path to hotel ownership.
Dismantling Obstacles for Women Hotel Owners
Despite comprising nearly 60% of the hospitality workforce (source: U.S Bureau of Labor Statistics and Castell Project), women hold a mere 10% of leadership positions in hotel ownership. Recognizing this disparity, Wyndham created WOTR to bridge the gap and foster a more diverse ownership landscape.
“For decades, the hotel industry has been complacent in allowing women to remain on the sidelines of ownership,” says Galen Barrett, VP of Strategic Franchise Initiatives at Wyndham Hotels & Resorts. “Women Own the Room, and similar programs inspired by it, are finally changing the narrative. Wyndham is proud to lead the way in promoting diversity and inclusion within hotel ownership.”
A Tailored Approach to Empowering Women Hoteliers
WOTR goes beyond simply offering franchise opportunities. It provides a comprehensive support system designed to address the specific needs of women entrepreneurs in the hotel industry. Here’s a breakdown of the key features:
Financial Solutions: WOTR offers access to tailored financial solutions, assisting women in navigating the complexities of securing funding for hotel ownership.
Operational Support: The program provides personalized operational support, including guidance on renovations, marketing strategies, and day-to-day hotel management.
Networking and Education: WOTR fosters a supportive community of women hotel owners, fostering valuable connections and offering educational resources to enhance their skills and knowledge.
This holistic approach is proving to be highly successful. Let’s take Christina Lambert, a WOTR member and film and television producer, as an example. Inspired by her entrepreneurial mother, Lambert ventured into hotel ownership in 2020, acquiring two properties in Loveland, Colorado. However, securing financing for one of the hotels proved challenging.
“After facing rejections from multiple lenders, I finally found a partner who believed in my vision,” shares Lambert. This breakthrough, coupled with the comprehensive support offered by WOTR, empowered Lambert to move forward. Wyndham’s one-on-one renovation assistance and commitment to diverse ownership through WOTR played a pivotal role in her success.
Today, both of Lambert’s hotels – a Travelodge by Wyndham and a Baymont by Wyndham – are thriving, exceeding industry benchmarks. Revenues for the Travelodge have surged over 29% in the past two years, while the Baymont, acquired and rebranded in 2021, has witnessed a year-over-year growth of more than 26%.
Lambert credits Wyndham’s accessibility, responsiveness, and willingness to work on an individual basis as key factors in her success. “Through Women Own the Room, Wyndham is actively investing in women and changing the face of the hotel industry,” she states.
The Wyndham Advantage: Beyond WOTR
In addition to WOTR’s unique benefits, Wyndham franchisees enjoy the comprehensive advantages offered by the Wyndham network. This includes:
World-Class Marketing and Distribution: Leverage Wyndham’s extensive marketing and distribution channels to reach a wider audience and drive bookings.
Innovative Technology Solutions: Access to best-in-class technology solutions, including next-generation property management systems and revenue management tools, for efficient hotel operations.
Loyalty Program Powerhouse: Tap into the vast network of over 106 million members enrolled in Wyndham Rewards, the number one hotel rewards program according to USA Today and U.S. News & World Report.
Wyndham Rewards members contribute significantly to hotel occupancy. Nearly half of all U.S. check-ins at Wyndham properties stem from reward program members, who typically spend almost double compared to non-members.
Women Own the Room: A Catalyst for Change
Since its launch in early 2022, WOTR has facilitated the signing of over 50 hotels, representing over 4,000 rooms, across the U.S. and Canada. Sixteen hotels are already operational, spanning various Wyndham brands like Days Inn, Baymont, Wyndham, and Trademark, across several states. An additional 5 to 10 hotels are projected to open in the next year, further solidifying WOTR’s impact.
Wyndham’s Women Own the Room initiative is a groundbreaking program empowering women to become successful hotel owners. By dismantling barriers, providing tailored support, and fostering a supportive community, WOTR is paving the way for a more inclusive and diverse future within the hospitality industry.
FAQs:
Q: What is the Women Own the Room initiative?
A: Women Own the Room (WOTR) is a program by Wyndham Hotels & Resorts designed to empower women in the hospitality industry by addressing the unique challenges they face on the path to hotel ownership.
Q: What kind of support does WOTR offer?
A: WOTR offers a comprehensive support system including financial solutions, personalized operational support, and access to a network of women hoteliers for education and mentorship.
Q: What are the benefits of being a Wyndham franchisee?
A: Beyond the support offered by WOTR, Wyndham franchisees benefit from world-class marketing and distribution channels, access to innovative technology solutions, and the power of Wyndham Rewards, the number one hotel rewards program.
Q: How many hotels have opened under the WOTR initiative?
A: As of now, 16 hotels have opened under the WOTR initiative, with an additional 5 to 10 expected to open in the next year.
Q: How can I learn more about the Women Own the Room program?
A: You can visit the Wyndham Hotels & Resorts website or contact their franchise development team for more information on the Women Own the Room program.
