Case 10 Lecture Notes
Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
Case 10 Wyndham Worldwide Adopts a Stakeholder Orientation
Marketing Strategy*
Synopsis: From its founding in 1981, Wyndham Worldwide has emerged as a global
powerhouse in the lodging, timeshare, and rental industry. Along the way,
Wyndham struggled through several mergers and acquisitions and an inconsistent
branding strategy. After struggling through the recession of 2008, Wyndham
moved quickly to reinvigorate its core brands and launch new lodging concepts,
all with a laser focus on a stakeholder orientation marketing strategy. This case
briefly reviews Wyndham’s history and challenges that the company faced in
becoming the powerful brand that it is today. Wyndham’s multifaceted
stakeholder orientation marketing strategy is also reviewed with consideration for
how Wyndham’s brands have become synonymous with quality, ethical
leadership, customer satisfaction, and sustainability.
Themes: Stakeholder orientation, marketing strategy, branding strategy, ethics,
sustainability, social responsibility, corporate reputation, customer satisfaction,
international marketing
Case Summary
Wyndham Worldwide, headquartered in Parsippany, New Jersey, is a leading global provider of
travel-related services, including lodging, timeshare exchange, and rentals. The company can be
broken down into three components: Wyndham Hotel Group, Wyndham Vacation Ownership,
and Wyndham Exchange & Rentals. Each of these parts is comprised of different companies and
brands that are well known in their own right (see Case Exhibit 10.1). Despite the many services
the organization offers, Wyndham Worldwide is best known for its hotel chains. Wyndham
Hotel Group consists of more than 7,200 franchised hotels, including well-known brands such as
Days Inn, Howard Johnson, Super 8, Ramada, and Planet Hollywood.
Since Wyndham Worldwide became an independent company in 2006, the company has
achieved a solid reputation for quality and strong stakeholder management. Many different
stakeholders view Wyndham Worldwide as a company that truly cares about their needs and
concerns. The company’s stakeholder initiatives and strong ethics and compliance programs are
role models for practices within the hotel and resort industry. Wyndham has achieved great
success with its stakeholder orientation marketing strategy. The company’s ability to adapt its
marketing strategies to suit its various chains has provided it with unique advantages that make it
a formidable competitor to rival hotel companies.
* Michael D. Hartline, Florida State University, prepared this teaching note for classroom
discussion rather than to illustrate effective or ineffective handling of an administrative situation.
Case 10 Lecture Notes
Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
Teaching Overview
While most students will know of Wyndham’s separate brands, many will not know of
Wyndham the company. This case can be approached from two (related) angles: branding and
social responsibility. With respect to branding, Wyndham suffered through most of its history
without a solid brand identity. After a rebranding effort was launched, the 2008-2009 recession
hit Wyndham hard. However, the company continued to work toward a more consistent brand
image and expanding its international reach—both strategies for the long haul. With respect to
social responsibility, Wyndham has used a stakeholder orientation marketing strategy as a major
part of its rebranding effort. Wyndham is aware that a stakeholder orientation is connected to
market share performance, financial performance, reputation, and employee commitment. The
company works “to maintain social responsibility, as a way of living, working and playing that
fully encompasses the vision and values that Wyndham Worldwide has incorporated.” Wyndham
Worldwide has therefore adopted five core values of corporate social responsibility including
integrity, respect, individual opportunity and accountability, improving customer lives, and
community support. These values guide how Wyndham interacts with its stakeholders.
SWOT Analysis
Internal Strengths
• Strong stakeholder orientation and associated core values
Internal Weaknesses
• Inconsistent branding history
External Opportunities
• Strong growth potential in emerging economies
External Threats
Case 10 Lecture Notes
Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
Problem/Decision Statement
As consumers become increasingly concerned with value and a quality experience, Wyndham’s
Strategy Alternatives
1. As Wyndham’s reputation grows, it should consider adopting a family branding
approach. This could breathe new life into mature brands like Super 8 and Travelodge.
Strategy Recommendations
The third alternative should clearly be pursued. However, it is unsure how Wyndham’s branding
individual branding.
Implementation Issues
CEO leadership has always been a key implementation issue for Wyndham. The company’s
Teaching Questions
1. How does Wyndham’s stakeholder orientation create a strategic marketing advantage?
Case 10 Lecture Notes
Wyndham Worldwide Adopts a Stakeholder Orientation Marketing Strategy
loyalty. Wyndham offers a number of perks to its employees as well. It believes that
2. How do Wyndham’s diverse brands contribute to customer satisfaction and marketing
performance?
3. Do the awards and recognition that Wyndham has received for social responsibility and
ethics contribute to its financial performance? If so, how?