Wyndham Worldwide, which completed its spinoff from Cendant on Tuesday, now plans to bulk up its top hotel brand with better marketing and a new, more consistent look, says CEO Stephen Holmes.
In an interview, Holmes acknowledged that the Wyndham brand has suffered from varying standards at its 87 hotels, all in the USA. The result: Travelers don't know what to expect.

Holmes says he wants to establish an "upscale" chain — something between the most luxurious hotels and business hotels with limited amenities.

William Crow, an analyst at broker Raymond James, agrees that Wyndham has been troubled by inconsistency.

"It's a brand that has struggled a little bit to find an identity," says Crow.

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