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The challenge of building branch recognition in a market dominated by a few key players such as Marriott, Hilton and Hyatt compounded by the fact that the travel and tourism market was already suffering from the backlash of the September 11, 2001 tragedy make Wyndham's challenge somewhat overwhelming.
In addition to less than desirable branch recognition, Wyndham was just entering year three of a significant debt restructuring plan composed of a $1 billion equity investment, as well as a $2.45 billion restructuring of debt. Under such tight "purse strings" it is unlikely there will be any surplus funds available for any capital investment, excepting that which is deemed mandatory...
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