Wyndham and Smy Hotels to create 20 new properties together

Wyndham Hotels & Resorts and Smy Hotels have announced a strategic partnership to develop 20 hotel projects across three key markets in southern Europe.

Wyndham and Smy Hotels to create 20 new properties together

by | 15 Jun 2021 | Portfolio

Christian Michel, vice president of development in Europe for Wyndham Hotels & Resorts

Wyndham Hotels & Resorts and Smy Hotels have announced a strategic partnership to develop 20 hotel projects across three key markets in southern Europe.

A new non-exclusive agreement between Wyndham Hotels & Resorts and Smy Hotels paves the way for the development of 20 hotel schemes around Spain, Portugal and Italy over the next ten years.

Combined expertise

This ambitious partnership brings together the world’s largest hotel franchising company, Wyndham, and Mallorca-based hotel group and operator Smy Hotels. Since being founded in 2018, the latter has rapidly expanded its collection to include properties in Tenerife, Kos, Sicily, Sardinia, Tuscany, Rome, Trentino Alto Adige and Djerba.

“Smy Hotels has built a strong reputation for developing high-quality properties in some of the most exciting destinations in the Mediterranean,” said Christian Michel, vice president of development in Europe for Wyndham Hotels & Resorts. “Their knowledge of the market and expertise in the leisure segment perfectly complement our development objectives for various brands in the region, and in particular our expansion plan for the Tryp and Trademark Collection by Wyndham portfolio in these vibrant markets.”

Expansion across Europe

This partnership will accelerate the growth of various high-profile flags, including Wyndham, Wyndham Grand, Wyndham Garden and Ramada by Wyndham, in popular leisure destinations. It’ll also see the expansion of the Tryp by Wyndham lifestyle brand in key cities.

On top of this, the collaboration will spearhead the expansion of Trademark Collection by Wyndham in the Mediterranean, following on from recent openings in Brussels and Budapest.

This newly formed partnership will support Smy Hotels’ goal to work with more small hotel owners across urban and coastal destinations in Italy, Spain and Portugal.

“In a region with a plethora of small owners and brands, Smy Hotels serves as an alternative for those who want to entrust the management of their properties to a company with a strong digital DNA and expertise in improving the profitability of hotel establishments,” said Ovidio Andrés, founder of Smy Hotels and Logitravel.

“Owners have different needs, from better profitability, stronger marketing to higher asset value and more. Our strategic partnership with Wyndham will enable us to diversify and further improve our offering by leveraging our complementary platforms, whilst also giving us a greater ability to meet the expectations of those who trust us.

“Working with Wyndham will also help position Smy Hotels as a perfect solution for independent owners who want to be affiliated with a globally recognised brand to emerge stronger from the challenges of the pandemic.”

Related Articles

Wyndham builds momentum in Asia Pacific

Wyndham builds momentum in Asia Pacific

The ramp up follows a successful 2023 for the group, during which it opened 158 hotels across the region, and signed 222 more into its growth pipeline. Wyndham CEO Geoff Ballotti kept up the pace in early March, signing no less than 27 new hotel agreements during a...

Hilton buys Graduate Hotels

Hilton buys Graduate Hotels

Hilton has agreed to acquire the Graduate Hotels brand, adding a new lifestyle offering to its portfolio. The hotel giant will pay USD210m for Graduate, taking on 33 operational hotels, and two pipeline properties. With Hilton's backing, the Graduate brand is set to...

Asia milestone for IHG Hotels & Resorts

Asia milestone for IHG Hotels & Resorts

IHG is celebrating the milestone of opening more than 1,000 hotels across Asia Pacific. The achievement comes after a busy year of openings across the region, as the group looks to continue growing its presence across its many brands. Of the total, more than 700...

Hostel group plans next phase of growth

Hostel group plans next phase of growth

European hostel group a&o has committed a further EUR500m to expanding its portfolio of city centre properties. The company has committed to significant further growth, as it looks forward to opening an additional hostel in Florence, Italy in summer 2024....

Standard International announces bold European expansion plans

Standard International announces bold European expansion plans

The bold European expansion of this lifestyle hospitality brand builds on the success of 2019-launched The Standard, London, and 2022-opened The Standard, Ibiza. Brussels arrival Of these three forthcoming properties, The Standard, Brussels is expected to open in the...

UK portfolio set for expansion

UK portfolio set for expansion

Thai investor has DTGO has restructured ownership of its UK hotel portfolio, ahead of plans to expand and upgrade its holdings. The group has owned 17 UK hotels since acquiring them in late 2019 from Marathon Asset Management. The properties are operated under...

ABOUT THE CHAIN

With more than 9,000 hotels around the world, Wyndham Hotels & Resorts has an extraordinary global footprint unlike any other.

RELATED ARTICLES