WoodSpring Hotels Finalizes Brand Repositioning

WICHITA, KS—WoodSpring Hotels has begun the final phase of its 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 nametags to brandwide free wireless internet access in all public spaces and guestrooms. All of the hotels 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 WiFi, Oh My” theme through its digital components, while on-property assets encourage continued engagement with its newly launched Mobile Quick Link, 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 CMO. “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.