Wyndham and Smy Hotels to create 20 new properties together

by | 15 Jun 2021 | Chains

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.”

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