Reference no: EM133090738
The Wyndham Group: Promoting the destination first and their business second
Jane Gentle
Strategic Business Advisor, Iconic Solutions, Australia
Wyndham Worldwide is one of the world's largest hospitality companies with 80 properties in 6 continents across South East Asia and the Pacific Rim. The group's portfolio of world-renowned hotel and resort brands offer leisure and business travelers a broad array of products and services across a variety of budgets. Wyndham Worldwide recently initiated a new approach to managing their online social media programme, based on the recognition of the need to promote the destination first and the company second, in order to drive traffic to individual properties. The group has achieved this by aligning their initiatives with those of the local DMO at each of their destinations.
Wyndham keeps a tight rein on their corporate Facebook and Instagram pages, with the marketing department, located in their head office on Australia's Gold Coast, being responsible for all content for each property. Wyndham management views Facebook as a way of connecting with followers and providing information that will capture the attention of potential and current visitors, while enabling followers to share, like or comment on their posts. The group has nearly 30 properties located throughout Australia, and Facebook pages for each individual property are not permitted (see https://www.facebook.com/Wyndhamap?fref=ts). Rather, an ambassador is appointed at each property, with the responsibility for creating newsworthy content on the region, which is then sent to head office. These story ideas are then reviewed for potential posting to the 23,000 Facebook followers of the Wyndham corporate page. The idea of the ambassadors in each location is to enable each individual property to have their opportunity to be showcased to the group's wider audience, while providing locale-centric stories to promote the destination over the corporate entity. Adopting a jab, jab, jab, hook approach, the strategic plan uses Facebook to post informative articles that link back to the corporate website, which has a dedicated blog page (https://www.wyndhamap.com/wps/wcm/connect/wyndham/home/sitetools/exturl-wandrful).
Recognizing the bigger picture of destination competitiveness, the articles are carefully crafted to promote the destination first and the Wyndham property second. For example, one recent article focused on 'how to wine and dine in Torquay', providing readers with a unique guide on how best to tour the region's cuisine offerings. The story was part of an attempt to re-position the region from being known as a surfing community, to one that offers fine dining and vineyards specialising in classic varietals such as Shiraz and Merlot, as well as more exquisite Grenache and Gewürztraminer, all of which 'can be enjoyed while watching a stunning moonlight summer concert in a 200 seat amphitheater in one of the local vineyards'.
Another recent Facebook posting offered suggestions on 'the best things to do in Melbourne on a rainy day', which recognized the city's renown for sometimes providing all four seasons in one day. The Wyndham Melbourne ambassador asked locals to share their favorite things to do on rainy days, to provide insiders' knowledge. Another article titled 'A photographic vision: Melbourne' detailed an urban walk of the city, complete with a downloadable guided map, navigating photographers through the city's unique laneways, urban graffiti hot spots and historic arcades, providing newcomers with an off-the-beaten track and stunning photographic trail of the city.
Discussion question
What initiatives could a DMO use to stimulate stakeholders to promote the destination image in their own marketing communications?