Written by: Dimitris Manikis, President, Europe, Middle East, Eurasia, and Africa (EMEA), Wyndham Hotels & Resorts
As we build up to the Resort & Residential Hospitality Forum in Athens this November, the hospitality industry finds itself at a fascinating inflection point. Today's travellers are no longer content with booking a room – they are in pursuit of transformative experiences that connect them with destinations in meaningful and authentic ways and hotels are not anymore just a place to sleep.
This shift toward experience-led travel has created a series of opportunities in the upper upscale segment, where properties can command premium pricing while delivering the immersive, locally connected experiences that a segment of modern travellers seek.
The numbers support this evolution. Europe's luxury hotel market reached $30.36 billion in 2025 and is forecast to climb to $46.36 billion by 2030. This reflects a solid compound annual growth rate of almost 9% that significantly outpaces general lodging segments.
A market primed for premium experiences
The upper upscale segment's remarkable performance isn't happening in isolation. Luxury RevPAR has outperformed other segments across major European cities, driven by both occupancy and rate improvements. In Spain, we've seen an 11.50% RevPAR jump to $137.90 in 2024, while suite-focused properties in London and Paris routinely achieve nightly averages well above €1,000.
This performance reflects fundamental market changes. The global ultra-high net worth individual population grew by 7.6% in 2023, with more than 625,000 individuals controlling $30 trillion in assets. These travellers actively seek properties that go well beyond offering accommodation by providing curated experiences that create lasting memories.
At Wyndham EMEA, we also see the opportunity and with our latest additions we are looking to position ourselves within this growing segment through our upper upscale brands, each designed to deliver distinctive experiences while keeping the operational excellence and owner-friendly approach that defines who we are.
Distinctive properties, authentic experiences
Fundamentally, this centres on creating properties that are genuinely unique yet operationally viable for our franchise partners. This philosophy is gradually become more evident across pockets of our standout European portfolio.
The Dolce by Wyndham Siracusa I Monasteri Golf & Spa is a prime example. Set within a converted 9th century monastery in Sicily, this property transforms a piece of Italian heritage into a modern hospitality experience. The 102-room resort features an 18-hole golf course, state-of-the-art spa and multiple dining venues, all while preserving the contemplative atmosphere of its monastic origins. Guests don't simply stay here – they become part of Sicily's living history.
Similarly, Dolce by Wyndham Versailles – Domaine du Montcel leverages its proximity to one of France's most iconic landmarks. This château, set within 35 acres of English gardens, offers 178 elegantly appointed rooms and serves as a sophisticated MICE venue with 18 meeting spaces. The property's success lies in its ability to provide corporate and leisure guests with an authentic taste of French château living alongside modern amenities and professional service standards.
Meanwhile, the Signature Cave Cappadocia, Trademark Collection by Wyndham, is truly unique. This remarkable property offers 27 cave suites carved directly into Cappadocia's unique rock formations. Each suite features authentic architectural elements alongside modern comforts, with some including private pools and fireplaces. Staying at this hotel is truly an immersive journey into the region's extraordinary geological and cultural heritage.
In urban settings, our properties display equal amounts of innovation. The H4 Hotel Wyndham Paris Pleyel Resort occupies the iconic 40-story Pleyel Tower in Saint-Denis, featuring France's highest hotel swimming pool with panoramic views of the Eiffel Tower. This 697-room property combines modern luxury with strategic positioning and is designed for both leisure and business travellers.
In Germany, the Wyndham Garden Berlin Mitte underpins our ability to transform heritage buildings into contemporary hospitality venues. This heritage-listed property, originally a 1920s factory, has been carefully converted into a lifestyle hotel that celebrates the city’s unique blend of history and urban sophistication. The property provides easy access to landmarks such as the Brandenburg Gate and Museum Island and reflects the industrial design elements that define Berlin's architectural character.
Transforming the resort experience
Beyond our hotel portfolio, our resort properties showcase how Wyndham leverages upper upscale hospitality to deliver truly unforgettable destination experiences.
The Wyndham Grand Algarve sets the standard with its all-suite concept within Portugal's Ria Formosa Natural Park. The 132-suite property provides walking access to Quinta do Lago Beach while offering residents and guests access to championship golf courses, a full-service spa and extensive event facilities capable of hosting everything from intimate gatherings to major conferences.
In Greece, the Ajul Luxury Hotel & Spa Resort, A Registry Collection Hotel demonstrates our commitment to creating nature-integrated luxury experiences. Located on the Kassandra Peninsula, this 171-room property features five outdoor pools, a comprehensive spa offering treatments inspired by ancient Greek traditions, and direct access to pristine Aegean beaches. The property serves as both a standalone destination and a gateway to exploring Greece's island heritage.
Strategic positioning for continued growth
Wyndham’s activity in the upper upscale segment reflects a deliberate strategy that leverages our core strengths while responding to evolving traveller expectations. Our franchise model allows local developers and operators to create distinctive properties while benefiting from our global distribution network, operational expertise, brand recognition, and our community of Wyndham Rewards across the globe.
Indeed, our success in delivering distinctive experiences stems from close collaboration with hotel partners and on-the-ground teams who own deep local knowledge and cultural understanding of their destinations.
This knowledge makes them instrumental in showing authentic experiences that resonate with guests while staying true to each location’s character. From sourcing local artisans for property design to curating regional dining experiences and cultural programming, our franchise partners bring these concepts to life. Their expertise in local markets, combined with our operational support and global distribution capabilities, creates the foundation for properties that successfully balance international standards with local authenticity.
This approach has proved particularly effective in emerging leisure destinations, where our partners can capture premium demand while building sustainable, profitable operations. Our flexible development models enhance both return on investment for owners and guest experiences, an alignment that is key to driving long-term success.
The continued growth projected for Europe's luxury hospitality sector suggests substantial opportunities for expansion. However, we realise and appreciate that mastering this segment requires far more than a premium positioning. Operational excellence, authentic local connections, and the ability to deliver consistently exceptional experiences are all critical components.
As we prepare to gather with industry leaders at the Resort & Residential Hospitality Forum in Athens, we're equally focused on the intersection of hospitality excellence with residential and leisure real estate development. The branded residences market continues to mature, and our upper upscale properties provide the foundation for extending our brands into mixed-use and residential concepts.
Our viewpoint is that the future of hospitality lies in creating properties that transcend traditional accommodation to become integral parts of their destinations. Whether through converting historic monasteries, carving suites into ancient rock formations, or transforming industrial heritage into contemporary luxury, we are focused on authenticity, operational excellence and the distinctive experiences that create memories.
This underpins all our activities, which are geared towards maintaining and growing our leadership position in the economy and mid-scale segments with some of the world’s most loved brands – Ramada, Super 8, Days Inn, La Quinta and more. Alongside this, we are equally excited to embark into the journey of introducing our Wyndham Advantage to the upper-upscale segment. Our Motto is “Make travel possible for all”, and we are proud to be making that happen.