Wyndham Debuts Trademark Collection in Latin America with Opening of Costa Blu Beach Resort

USA, Parsippany, New Jersey. May 16, 2019

Wyndham Hotels & Resorts, the world's largest hotel franchising company with approximately 9,200 hotels across more than 80 countries, today announced the arrival of its Trademark Collection® by Wyndham soft-brand to Latin America and the Caribbean with the addition of the Costa Blu Beach Resort in Belize.

Located seven miles north of San Pedro Town on the scenic Ambergris Caye, the exclusive, 38-suite, adults-only beach-front resort is located in one of the region's most sought after vacation destinations and is just offshore of the Belize Barrier Reef, the second largest barrier reef in the world and a UNESCO World Heritage Site. The resort is owned by Sandy Point Group and will be managed by Wyndham Hotels & Resorts, making it the company's 26th managed property in the region.

Said Alejandro Moreno, Wyndham Hotels & Resorts president and general manager for Latin America and the Caribbean: "With nonstop flights from 17 cities in seven countries, on seven international airlines, getting to Belize has never been easier. What's more, the latest numbers released by Belize Tourism Board, show that the revenue generated in the accommodations sector has increased every year over the past seven years. Given the wealth of opportunity, we're thrilled to be opening our first managed Trademark in a place that's not only beautiful but also growing in demand."

With more than 100 hotels globally, Trademark Collection by Wyndham is a soft-branded, independently-minded collection of upper-midscale and above properties. Just as no two travelers are alike - every Trademark hotel is distinctive, taking on the character of the place in which they're built. Among just some of the notable hotels in the collection are The INFINITY Hotel & Conference Center in Munich, Germany, the HYPERION Hotel Basel in Basel, Switzerland, as well as notable American locations like the Galt House Hotel in Louisville, Ky., Ravel Hotel in Long Island City, N.Y., and the Zermatt Utah Resort & Spa in Midway, Utah.

Costa Blu Beach Resort, a Trademark Collection by Wyndham hotel, is adults-only and offers guests a unique experience where tranquility, relaxation and leisure are the main attractions. Resort amenities include an on-site restaurant, seaside beach bar, outdoor pool, spa services and complimentary paddleboards and kayaks for a quick ride to explore the natural wonder of Ambergris Caye. Featuring large private balconies that overlook the Caribbean Sea, all suites come fully equipped with a kitchenette, mini refrigerator, microwave, coffee maker, 40″ flat screen cable TV and Wi-Fi, among other amenities.

"We are very excited to be partnering with Wyndham Hotels & Resorts to bring an internationally recognized brand to Belize and the region," said Mary Dahlquist, chief operations officer of Sandy Point Group. "With their tremendous global footprint, award-winning rewards program and extensive hotel and resort management experience, we're confident that partnering with a world-class organization like Wyndham will not only elevate Costa Blu Beach Resort but also help us drive increased exposure to travelers around the world."

All Trademark hotels participate in Wyndham Rewards®, the world's most generous rewards program with more than 30,000 hotels, vacation club resorts and vacation rentals worldwide. Designed for the everyday traveler, members earn a guaranteed 1,000 points with every qualified stay and may redeem points for a wide-range of rewards, including free nights, gift cards, merchandise and more.

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.