Baymont Inn & Suites Positioning

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Baymont Inn & Suites competes in the highly undifferentiated mid-scale hotel segment, by far the most competitive segment of the hotel industry, with over 30 hotel chains in this market segment in the U.S. alone. Baymont had just joined the Wyndham Hotel Group. The agency was tapped to re-position the newly-acquired brand and to help it claim its rightful place in the midscale market in order to propel growth. The key challenge was to identify, validate and leverage core attributes hidden in the brand and develop a strong positioning statement and branding campaign to bring these attributes to life.