Wyndham Hotel Group Sharpens Focus on Content Management

Wyndham Hotel Group, one of the world’s largest hotel companies with approximately 7,540 hotels, is to streamline distribution of property photos for its global portfolio of hotels to more than 6,000 leading global distribution channels and tens of thousands of affiliated travel websites in nine languages in an effort to better showcase properties to travelers.

Working with ICEPortal, creators of the Visual-ICE content management system, the photo distribution effort plays a key role in the multi-phased evolution of Wyndham Hotel Group’s content management strategy, which was designed with the goal of ensuring greater content consistency and quality across all partner channels.

Phase one of the evolution was recently completed with the migration of all of the company’s content to the Adobe Experience Manager platform.

As part of phase two, the company is now working to build a robust digital asset library, which will enable partners to more quickly and easily pull curated versions of the company’s more than 95,000 property photos in the resolution that is most appropriate for a particular channel.

“Creating, managing and sharing content that is both engaging and of a high-quality is critical to the success of not only our organization but the success of our thousands of franchisees,” said Martin Smith, vice president of online retailing at Wyndham Hotel Group. “The photo distribution landscape is changing and we are seeking to offer higher resolution, better quality images as well as the flexibility to adapt those images to a variety of applications and needs. Our new complete integration solution allows us to deliver great property visuals everywhere they need to be while at the same time offering significant increases in both efficiencies and cost savings.”

Migration of property photos to the ICEPortal platform are done on behalf of, and at no additional cost to, Wyndham Hotel Group franchisees. Above and beyond these services, franchisees have the option of partnering with ICEPortal on an individual basis for the creation of additional visual assets such as video and 360 degree tours.