Fairly naturally, the Days Inn by Wyndham model has gone via a lot of modifications all through the course of its greater than 50 years, however guardian firm Wyndham believes its newest updates symbolize the “dawning” of a brand new period for the venerable model.
The economic system model—which incorporates over 1,500 properties globally—lately unveiled that it has revised the rollout of its Daybreak rooms package deal to its U.S. franchisees. The preliminary rollout was launched in 2019 simply previous to COVID, in accordance with the corporate.
John Henderson, president, Days Inn, defined the catalyst for the relaunch.
“In 2019, we realized because the model was nearing its fiftieth 12 months within the economic system phase that we actually wished to replace our guestroom expertise and supply our house owners a aggressive edge, in addition to maintaining with our youthful audiences,” mentioned Henderson.
He went on to emphasise that the model labored “hand in hand” with Days Inn house owners and its franchise advisory committee on the refresh. Henderson additional detailed the impetus for the revised rollout.
“Popping out of COVID, we actually ramped up this system. We’ve modified our strategy a bit with the usage of Wyndham’s steadiness sheet to assist assist the renovations of the properties. A variety of our properties took on put on and tear through the COVID interval as a result of we actually didn’t drop in income or enterprise throughout that interval. We felt the timing was good to get Wyndham’s assist and to relaunch Daybreak,” he mentioned.
Beginning at $2,400 per key, the Daybreak package deal contains rooms which might be vivid and ethereal with sun-centric artwork as the focus, in accordance with the corporate. Furnishings and fixtures are gentle and fashionable, emphasize in-room connectivity, and have vibrant pops of yellow all through.
Based on Wyndham, lodges which have carried out the Daybreak package deal have on common skilled a roughly 14 % improve in RevPAR, in addition to an approximate 7 % improve in ADR.
A chief instance is the Days Inn by Wyndham Cocoa Seashore Port Canaveral, which has seen a fair larger price carry since putting in the Daybreak package deal on the finish of 2023. Based on Common Supervisor Jaime Teijeiro, the property has seen a $20 ADR premium and often will get greater than $200 an evening on weekends.
“That is an increasing market between Cocoa Seashore and Cape Canaveral, and our Days Inn is actually distinctive. This market is saturated with upper-midscale and upscale properties; you don’t have a lot premium economic system product. I imagine that’s what Days Inn aspires to be and what it may be, and we’ve acquired an excellent location. We’re located proper subsequent to the world-famous Cocoa Seashore pier, so we’re capable of command a premium price and supply actual worth for customers,” mentioned Teijeiro.
Teijeiro acknowledged the necessity for the Daybreak package deal on the exterior hall, 102-room resort. He famous that previous to the set up of the package deal, “we noticed our [guest satisfaction] scores start to drop. We determined to speed up the method of its adoption, and it was an easy, seamless transition.”
Property proprietor Tom Hermansen acknowledged the resort was “due for a renovation” and bolstered the purpose.
“Once we first noticed it, we had been actually intrigued by how refreshing it was from a design perspective. Wyndham at all times paid shut consideration to being economical. It was very effectively acquired; it was a easy course of,” he mentioned.
Teijeiro added it’s not essentially a one-size-fits-all strategy both.
“We’re capable of put our personal distinctive spin on it with the art work that’s there,” he mentioned.
Along with the Daybreak package deal, Wyndham is touting its Producer Direct program, which is designed to permit house owners to buy and set up brand-approved FF&E on the lowest potential costs whereas performing as their very own mission supervisor.
From a advertising and marketing standpoint, the Days Inn model has the very best model consciousness of any model within the Wyndham portfolio and the second highest within the economic system phase. Final summer time’s “Seize the Days” marketing campaign delivered greater than 110 million impressions and a few 200,000 web site visits. Based on the corporate, these uncovered to these adverts had been 5 occasions extra prone to make a reserving.
“We leverage our footprint as a part of our story. We’re all over the place our visitors need and have to be. We’re off the freeway, however we’re additionally close to these huge live performance venues and people huge stadiums. We’re near the place all of the motion is and so we weave that into our storytelling. Our model advertising and marketing message is, we would like you to go on the market and ‘Seize the Days,’” mentioned Anthony Pizzuto, head of promoting and operations for Days Inn.
One other catalyst for model development is the U.S. infrastructure package deal, in accordance with Henderson, who famous the corporate has roughly one thousand properties inside 20 miles on ongoing initiatives. Roughly 200 of the 1,257 U.S. properties throughout the model have absolutely transitioned to the Daybreak package deal. Henderson famous that brand-wide compliance is predicted by 2026.
“We’re very excited and bullish on the Daybreak room package deal. We will’t wait to see what the system efficiency seems like in ’24, ’25, and actually ’26, once we count on to have full adoption,” he concluded.
