Wyndham builds traction across EMEA

International expansion is high on the agenda at Wyndham Hotels & Resorts, as the group ensures its portfolio diminishes its US focus over time, by growing its footprint in EMEA

Wyndham Hotels & Resorts has declared 2023 a banner year, as it expanded its business substantially across EMEA, opening 87 hotels and adding 9,500 rooms during the period.

A further nine of the group’s 25 brands were introduced into new countries, as Wyndham’s team signed 107 franchise agreements, averaging more than two additions a week. As a result, the company now has 639 hotels throughout EMEA, adding up to more than 88,000 rooms across 15 of its brands. The pipeline has grown to over 150 hotels.

Turkish presence

One key country market for Wyndham is Turkey, where the group opened 11 hotels, taking it to 110 operating locations. It is now Wyndham’s fifth largest country market globally, and in the Istanbul region alone the group has more than 30 hotels. Pipeline projects here include the Wyndham Feradis resort, Wyndham Garden Hotel Cambasi and the Wyndham Grand in Bursa, which will open in 2025 with 227 rooms.

Across the CIS, there is also momentum building, with eight openings that included the first outings for the Ramada Encore, Wyndham Garden and TRYP brands with hotels launched in Uzbekistan. And across India, there were six openings as the company signed its first Wyndham Grand in the country, to be developed in Rajasthan. Currently Wyndham’s presence in India extends to close to 60 hotels, across 40 Indian cities. Openings scheduled for 2024 include a Ramada Encore in Udaipur, Wyndham Garden Sonipat Murthal and in Amritsar, a new Trademark Collection hotel created in a heritage building that was once the Victoria Jubilee hospital.

“Increasingly, owners are seeing the value of partnering with the world’s largest hotel franchisor and joining our Wyndham family,” declared Dimitris Manikis, Wyndham’s president EMEA. “From our award-winning loyalty program, Wyndham Rewards, to our ability to deliver best-in-class technology, marketing, sales tools and a strong distribution platform, they realise the power of the Wyndham Advantage.”

Growing Vienna House

In 2022, Wyndham made clear its European growth intentions, buying the Vienna House brand from Berlin-based HR Group, immediately adding around 40 European hotels and a new brand to the portfolio. In 2023, it opened a further Vienna House property in central Berlin, and further Vienna House projects are now in the works at Vienna airport, in the Polish city of Katowice, as well as further afield in Vietnam, where a beachside property is planned in Long Hai.

New brand launches included the arrival of Wyndham Grand in Krakow, Poland and the launch of Dolce in the Italian city of Milan. In the UK, conversions provided opportunities to introduce the roadside brand Super 8 to its first motorway services site.