Cover Story
23
technological solutions that work
seamlessly together.
“We’ve found that using the full
platform, rather than selecting
individual components, creates
significantly more value for the owner,”
he said. “Tools like our Wyndham
Connect guest engagement platform
and the newly launched Wyndham
Gateway captive portal are tightly
integrated to work together effortlessly,
while also helping to maximize our
collective buying power, which lowers
costs for all owners.”
Owners want to keep flexibility as
well, Dow said. To achieve that, the
company allows them to customize
their own technology solutions.
“Our platform allows those
franchisees to tailor their systems
to fit their specific needs,” he said.
“Oracle’s OHIP integration layer is a
great example of how this works. One
of our Registry Collection owners in
Latin America recently used OHIP to
pull key data points and build executive
dashboards. This kind of customization
at a single-property level wouldn’t
have been possible with older property
management systems.”
Under its agreement with
FreedomPay, Red Roof will receive an
integrated payment solution, upgraded
service, cost savings and operational
efficiency, according to a statement.
“With FreedomPay’s advanced
payment gateway, Red Roof is gaining
a strategic edge, driving operational
efficiency and ensuring our processing
is omnichannel-ready,” said Sharee
Brell, Red Roof’s senior vice president
of technology. “The partnership
positions our brand and franchisees for
greater success in the years ahead while
providing our guests with an elevated
experience.”
Brell said smart technology has the
capacity to provide value to Red Roof’s
franchisees and guests. This trend in
the company’s investment began in
2022 with its contract with HotelKey.
They finished that update of its PMS to
its entire portfolio in June 2024.
“Our franchisees are seeking
technology that can reduce their
operating costs, streamline front-
desk operations and enhance
communication and connectivity with
their guests,” Brell said. “We have
since continued to work with third-
party technology providers, who are
increasingly necessary to provide
the operational capabilities our
franchisees have
come to expect.
Thanks to these
integrations, Red
Roof’s capabilities
continue to
improve based on
operator feedback
and changing
operating needs.”
Other cases
of Red Roof’s
investment in
technology include
bringing on
HotelIQ’s Price
Optimization
System, an AI-
powered platform
designed to help
operators make
faster, data-driven
decisions and
optimize revenue.
Brell said the
system’s automated
decision-making
helps operators
remain competitive
despite trends such
as reduced lead
times.
“Providing a
unified technology
platform is vital to
operators’ success
We buy and sell new and pre-owned luxury
watches. Brands we’ve worked with include Rolex,
Audemars Piguet, Patek Philippe, Cartier, Omega,
TAGHeuer, and more.
Contact us: Aman Patel (334) 221 - 8207
www.aatimepieces.com aa.timepieces [email protected]
www.asianhospitality.com
July 2025 | Issue 238
Wyndham Hotels & Resorts recently began offering payment processor Elavon’s cloud payments interface
to more than 6,000 franchisees in the U.S. and Canada.