Wyndham Signs With Pete Patel for Development of Five Microtels Under Brand’s Moda Prototype Design

USA, Parsippany, New Jersey. September 04, 2019

Microtel® by Wyndham, the award-winning economy hotel brand under Wyndham Hotels & Resorts (NYSE: WH), today announced an agreement with developer Pete Patel for five new properties under the brand's innovative Moda prototype design. Just five months after launching the prototype, designed to increase operational efficiencies and lower development costs for hoteliers, Microtel by Wyndham's pipeline is expanding with over a dozen new hotels adopting the design.

The agreement with Patel calls for Microtel by Wyndham properties in strategic growth markets including Destin and Fort Walton Beach, Fla.; Saint Rose and Chalmette, La.; and Midland, Texas. Patel also participated in the brand's developer council, an advisory collective of owners, operators and managers with diverse portfolios across the industry who worked closely with designers to integrate their feedback into the Moda design.

"It goes a long way to see that a brand truly cares about the feedback from owners and developers," said Patel. "The Wyndham team included us in the creative process as they were designing the Moda prototype for Microtel, which shows me that they care about evolving their brands in ways that work for those of us who build and operate them. It's all about having a collaborative relationship with the brand, which is why we are excited to build these new Microtel hotels."

Another member of the council, Mayur Patel of KM Hotels, also recently signed agreements for a prototypical Microtel by Wyndham hotel in Asheville, N.C. as well as a La Quinta® by Wyndham in Richmond, Va.

"The Moda prototype represents the evolution of Microtel, and we're seeing that evolution come to life as we bring on new franchisees who value its efficiencies and smart design," said Keri Putera, vice president, Brand Operations, Microtel by Wyndham. "The entire design was created in partnership with franchisees and developers who shared their expertise to help us craft one of the most efficient buildings in the business. We're grateful for those relationships, which are now expanding into new partnerships for the brand."

Microtel by Wyndham emphasizes modern efficiency and minimalism for today's guest and owner. The Moda prototype elevates the brand's design while aiming to reduce building costs, optimizing efficiencies and helping drive greater returns for franchisees. Moda reduces Microtel's total footprint by 28 percent versus the prior prototype and delivers more than 70 percent of rentable space - one of the strongest rentable footprints in both the economy and midscale segments.

Microtel by Wyndham is the epitome of efficiency: it outperforms the segment, offers streamlined operations and leads its peers in guest satisfaction. Just last month, the brand was once again ranked first in the economy segment, securing the highest guest satisfaction rating in the 2019 J.D. Power North America Hotel Guest Satisfaction Index Survey.

The brand's prototype is an important step in Wyndham Hotels & Resorts' new-construction growth strategy, focused on delivering long-term value and quality for owners. Further elevating the experience for the everyday traveler and entrepreneurial hotelier, the Company's development strategy prioritizes smart, long-term investment in the economy and midscale segments by proven hoteliers and takes a page from the best practices employed by its recently acquired La Quinta® by Wyndham brand.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.