Since June, when it acquired the TRYP hotel brand from Sol Meliá, Wyndham Hotels & Resorts has been feverishly working to develop and define the TRYP by Wyndham brand, in particular, its positioning and design for properties in the United States. A few months before the first TRYP by Wyndham property is set to debut in the U.S. in the heart of Manhattan, Wyndham executives took an opportunity at the Americas Lodging Investment Summit in San Diego, Calif., to show off the design and positioning of the brand.
“We spent a lot of time on development of the brand before selling it,” Jeff Wagoner, president of Wyndham Hotels & Resorts told Lodging. “At this conference, we’re in launch mode of selling TRYP in the U.S.”
This week, Wyndham unveiled a new brand identity and product designs for the brand, including an updated logo and public-space and guestroom designs suitable for hotel conversions and new-construction projects.
The brand’s new logo is designed to have a contemporary feel, but to remain true to the brand’s original logo. Wyndham says travelers can anticipate seeing the updated brand identity on exterior signage on new TRYP by Wyndham hotels including the recently opened TRYP Berlin in Germany.
Wagoner said that the brand will focus on three main pillars: a cosmopolitan essence, a Mediterranean flavor, and an energetic spirit. He said that the brand is intended to be developed in urban markets and has a primary target customer consisting of Generation X and Generation Y travelers. He also said that the Mediterranean flavor is intended to differentiate the brand from its competitive set. Wagoner said that the brand fits into the select service sector, although he admits that because it is largely an urban hotel, some people may tend to group it slightly toward the upscale sector. “We like to define it as ‘select service upscale’” he said.
Wagoner also said that the New York City TRYP by Wyndham, expected to debut in May; will feature 170 guestrooms, including 27 family rooms. Family rooms feature fold up bunk beds and other amenities suitable to family travelers.
The new TRYP by Wyndham interior schemes, created by New York architecture and interior design firm BBG-BBGM, are intended to reflect the brand’s new guidelines with a strong emphasis on unique social and integrated guest experiences. The designs feature a prominent open lobby space called Plaza Central. Wyndham defines the lobby as “a welcome area with check-in pods; and a warm, inviting atmosphere with eclectic, authentic furniture.” The central seating area is designed for increased guest interaction and will serve as the main social hub for guests. It features an interactive “blog wall” that provides information and local points of interest for guest and staff use.
The hotel’s gastro bar, a key component of the Plaza Central, will offer Lavazza Italian espresso and specialty coffee drinks and a selection of international and domestic draft beers, Mediterranean wines, cocktails, and beverages. Guests will be able to dine on light fare throughout the day including gourmet tapas, a small-plate food concept that will be an integral food and beverage concept across the brand.
Another key feature of the design will be what the company expects to become an iconic sign post. The sign post points the way to points of interest in the hotel’s city. For example, in New York, the sign post may feature the Empire State Building and Broadway. “It’s intended to be a photo opportunity for guests,” Wagoner said. “There are other types of photo opportunities spread throughout the hotel as well.”
Guestrooms will offer efficient designs and graphic “word walls” with local urban references.
The rooms are intended to have a simple, clean, and straightforward European design, including hardwood-like floors, an open loft-like layout, and a large desk. The rooms are appointed with ample outlets and lighting for a comfortable, hassle-free guest experience. Wagoner also showed design schematics detailing an open bathroom concept for some rooms.
Amenities at all U.S. hotels will include free wireless Internet service, signature premium breakfast buffet focused on healthy meal selections and a fitness center. As part of the chain’s Own the City brand culture, members of the hotel staff, or TRYP Ambassadors, will undergo continuous training to gain extensive knowledge of the city in which the property is located so they can help guests navigate key attractions as well as off-the-beaten-path venues.