Transition of Rebranding of the Wyndham Hotel Chain to Marriott International Panama

Authors

DOI:

https://doi.org/10.70452/scientiaiter12.10

Keywords:

Tourism, hotel, change, opening, impact

Abstract

This research analyzes the impact of the transition process from the Wyndham Panamá hotel chain to Marriott International, with a special focus on operational and managerial transformations. This change represents a strategic opportunity within Panama’s competitive tourism sector, as the hotel ranks among the top ten most in-demand in the country, out of a total of 126 registered establishments. The study is based on an analysis of the modifications implemented during the months leading up to the reopening under the Marriott brand, which is globally recognized for its excellence in hospitality. This evolution aims to strengthen service quality and guest experience—hallmarks of Marriott International. Within its extensive portfolio, Marriott Hotels has been a pioneer in several industry innovations, such as front-facing electrical outlets in lamps, in-room ice buckets, portable charging stations in public areas, and mobile check-in. These features reflect the brand’s continuous focus on enhancing the guest experience. The study includes a SWOT analysis that illustrates the before and after of the brand transition, identifying growth opportunities and areas for improvement. One of the key strategies proposed is the active implementation of the Marriott Bonvoy program, designed to reward the loyalty of frequent guests with exclusive benefits, points, and personalized experiences—further strengthening the hotel’s positioning in both the national and international markets.

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References

Bigné, J. E., Andreu, L.; Gnoth, J. (2021). Marketing turístico: Estrategias de fidelización y valor de marca. Ediciones Pirámide.

Gil, F.; Ruiz, M. (2020). Gestión hotelera internacional: Nuevas tendencias y desafíos. Editorial UOC.

Cano, M.; Narváez, L. (2019). Turismo urbano y desarrollo sostenible en América Latina. Fondo Editorial de la Universidad Externado de Colombia.

Hernández, R., Fernández, C.; Baptista, P. (2021). Metodología de la investigación (7.ª ed.). McGraw-Hill Education.

Hernández Sampieri, R. H.; Mendoza, C. (2018). Metodología de la Investigación. Las Rutas cuantitativas, Cualitativas y Mixta. McGraw-Hill Education.

Soto-Ortigoza, M. C. (2025). Investiga y escribe sin miedo 3 (Edición ampliada).

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Published

2025-07-24

How to Cite

Bethancourt Ovalles, J. L., & Guerrero, J. (2025). Transition of Rebranding of the Wyndham Hotel Chain to Marriott International Panama. Scientia Iter, 1(2), 153–162. https://doi.org/10.70452/scientiaiter12.10

Issue

Vol. 1 No. 2 (2025): July 2025

Section

Essays

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