Wyndham Hotels & Resorts recently announced the creation of a new role, chief commercial officer, and appointed its chief information and distribution officer, Scott Strickland, to fill the position. This move reflects a rising trend among hotel groups where technology is prioritized over traditional marketing in driving business results. Strickland, who has been leading the company’s $275 million tech overhaul since 2018, will continue to oversee the group’s technology and distribution strategy, along with managing global sales, revenue generation, marketing, communications, and loyalty.
The decision to move a chief information officer into a chief commercial officer role highlights the increasing importance of tech knowledge within hotel groups. This shift represents a vote of confidence in the power of technology to drive business results. Strickland’s experience and success in leading the hotel group’s tech overhaul have positioned him well to take on this new role. It also signifies a broader trend in the industry where there is a growing emphasis on technology and digital innovation as essential components of business strategy and growth.
Lisa Checchio, Wyndham’s executive vice president and chief marketing officer, will be leaving the company as a result of this reorganization. During her tenure, Checchio made significant contributions to the company, including doubling the size of the loyalty program to over 100 million members and launching the Women Own the Room program to advance female ownership of hotel franchises. The elimination of the chief marketing officer role at Wyndham suggests a trend in the sector of combining commercial and marketing functions under a single leader, as seen in other major hotel groups like Hilton, Choice Hotels, IHG, Marriott, Accor, and Hyatt.
The new chief commercial officer role at Wyndham will bring about a reorganization within the company, with the tech, marketing, sales, and loyalty teams all reporting to Strickland. This consolidation of functions under a single leader underscores the company’s commitment to integrating technology and commercial strategies to drive revenue and optimize performance. The merging of key departments also reflects a shift in how hotel groups are structuring their leadership teams to adapt to the evolving landscape of the hospitality industry, where digital innovation and customer-centric strategies are paramount to success.
The move towards a tech-forward commercial organization at Wyndham is part of a broader trend among hotel groups to prioritize technology and digital solutions in driving business growth. With the increasing influence of technology on consumer behavior and competition in the industry, hotel companies are recognizing the need to invest in digital capabilities and expertise to stay competitive and relevant in today’s market. Strickland’s background in technology, combined with his new role as chief commercial officer, positions Wyndham well to leverage technology as a strategic asset in navigating the challenges and opportunities in the evolving hospitality landscape.
Overall, Wyndham’s decision to appoint Scott Strickland as chief commercial officer and reorganize its leadership structure reflects a strategic shift towards a more tech-driven approach to driving business results. By merging technology, marketing, sales, and loyalty functions under a single leader, the company is aligning its key departments to work cohesively towards a common goal of enhancing brand value and driving revenue growth. This move underscores the increasing importance of technology in the hospitality sector and the need for hotel groups to adapt to changing consumer preferences and market dynamics through digital innovation and strategic partnerships.
