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| Gary DeLapp |
WICHITA, KS, July 31,
2017—WoodSpring Hotels, the nation’s fastest-growing value extended-stay hotel
company, today announced that it has begun the final process of its previously
announced brand repositioning, with 171 hotels having completed the process and
an additional 15 properties in the final stages.
The transition touched on
virtually all aspects of the hotel, ranging from new employee uniforms and name
tags to brand-wide free wireless internet access in all public spaces and
guestrooms.
All hotels also received new
interior signage, in-room collateral and marketing materials, as well as new
bedding and exterior signage.
“The entire rebranding
process was a direct result of an enormous amount of consumer research that
allowed us to target what is most important and valuable to our guests,” said Gary DeLapp, WoodSpring President and
CEO. “We now are well-positioned as the
leading value, extended-stay hotel company in the country. This allows us to better communicate the
quality of our portfolio and expand our reach to new customer segments.”
To inform current and
future guests of its new messaging, WoodSpring also refined its marketing
efforts. The brand’s new messaging
centers on the “Suites, Kitchens and Wi-Fi, Oh My” theme through its digital
components, while on-property assets encourage continued engagement by
downloading its newly launched Mobile Quick Link and encouraging guests to book
direct with WoodSpring. All components,
digital and otherwise, are now live.
“Now that the repositioning
process has entered its final phase, we are embarking on an ambitious plan,
utilizing all the marketing tools at our disposal, to get the word out to
customers on the local, regional and national levels,” said Wendy Hoekwater, WoodSpring Chief
Marketing Officer.
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| Wendy Hoekwater |
“Along with physical improvements to the
hotels, we have completely upgraded and improved everything from our website to
our mobile booking capabilities, all in an effort to let value-minded travelers
know that we have listened to the marketplace and responded with the best
product available in our space.”
Additionally, targeted
sales strategies and plans were created for each local market to convey the new
changes to consumers. On the national
level, the brand launched its new website, www.woodspring.com, which included
new photography guidelines, as well as making content updates across all sites,
contact centers, social media guest review and consumer feedback portals. WoodSpring also updated its phone systems and
scripts.
“We constantly are
engaging with both our guests and Franchise Partners to ensure that the
WoodSpring brand provides what they want and need at a reasonable rate,” DeLapp
added. “WoodSpring helped to create the
value extended-stay segment, and today we move that much closer to perfecting
it.”
For a
complete copy of the company’s news release, please contact:
CHRIS DALY
PRESIDENT
DALY GRAY PUBLIC
RELATIONS, INC.
620 Herndon Parkway, Suite
115 | Herndon, VA 20170
Main: 703-435-6293
Mobile: 703-864-5553
chris@dalygray.com | www.dalygray.com
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