Written by: Dimitris Manikis, President EMEA, Wyndham Hotels & Resorts
Travel in 2026 is markedly different from even two or three years ago. The recovery period was driven by a simple desire to get moving again. What is emerging now is more considered: travellers who know what they want, are less willing to compromise, and are choosing trips that reflect who they are. Here are five trends shaping that shift.
The experience as the starting point
Planning a trip once began with a destination. Increasingly, it begins with a passion – food, landscape, culture or sport – with the destination following.
Skyscanner’s survey of 22,000 travellers found that journeys are now more often shaped by individual interests rather than geography. The downstream impact is significant: the global tours, activities and attractions sector reached $271 billion in 2025 and is projected to grow to $342 billion by 2029, expanding at nearly twice the rate of the wider travel market.
Wyndham Hotels & Resorts has responded by expanding its upscale and upper-upscale portfolio with properties designed around experience-led travel. Openings such as Signature Cave Cappadocia, Trademark Collection by Wyndham, and Dolce by Wyndham Siracusa I Monasteri Golf and Spa in Sicily are positioned as destinations in their own right, rather than simply places to stay.
The road less travelled
Overtourism has accelerated interest in alternative destinations.
Secondary cities, beyond established capitals and coastal hotspots, are gaining traction. Accommodation searches in these locations grew 15 per cent faster than in major hubs over the past two years, accounting for 34 per cent of all regional searches in the first half of 2025. While value remains a driver, authenticity and the appeal of less-saturated destinations are increasingly influential.
In India, this shift is evident beyond the major metros. Tier two and tier three cities are seeing demand for branded accommodation outpace supply. A similar pattern is emerging across parts of Europe, including Georgia, Romania and Kazakhstan, where improved connectivity and domestic travel demand are translating into increased hotel activity.
Wyndham’s agreement to introduce 40 Super 8 hotels across Spain and Portugal over the next decade reflects this trend, targeting secondary cities and key transport corridors.
India’s rapid growth trajectory
India remains one of the fastest-growing travel markets globally. The country’s tourism sector is projected to expand at a CAGR of 15.67 per cent through to 2030, potentially doubling in value to $54 billion. Domestic travel continues to drive growth, supported by a rising middle class and improving infrastructure.
One notable segment is destination weddings. Valued at $16.25 billion in 2024, the market is projected to reach $55.39 billion by 2033. These large-scale, multi-day events are generating sustained demand for high-quality accommodation in key leisure destinations.
Cities such as Udaipur, Jaipur and Pushkar are central to this growth. Wyndham’s expansion in these markets, including the opening of Wyndham Grand Udaipur Fateh Sagar Lake, reflects demand across weddings, leisure and cultural travel. The group now operates 100 hotels across South Asia and has a strategic alliance with Cygnett Hotels & Resorts to add more than 60 properties across India, Bangladesh, Sri Lanka and Nepal.
Türkiye’s evolving positioning
Türkiye has rapidly climbed global tourism rankings, welcoming 64 million visitors and generating $65.23 billion in tourism revenue in 2025. The country is now ranked fourth globally by UN Tourism, with a target of $68 billion in 2026.
Growth is being driven by a broadening of the country’s appeal. While Türkiye has traditionally competed on price and coastal tourism, demand is increasingly supported by gastronomy, heritage, wellness and urban experiences, particularly in cities such as Istanbul.
Wyndham is currently the largest international hotel group in Türkiye, with more than 130 properties across over 40 cities. In 2025, the company signed 20 new development agreements, opened its first branded residence in Istanbul and launched the world’s first branded cave hotel in Cappadocia.
The rise of blended living
The branded residence segment is expanding rapidly. Savills’ 2025/26 Branded Residences Report shows the number of schemes has nearly tripled since 2015, with 19 per cent growth recorded in 2025. Buyers are paying an average 33 per cent premium compared with unbranded properties, reflecting sustained demand for integrated service-led living.
Wyndham is advancing this model through developments that combine traditional hotel accommodation with longer-stay residential offerings. A recent example is its dual-branded project in Berlin, developed in partnership with Mogotel Hotel Group. Scheduled to open in 2028 in the Reinickendorf district, the scheme will include a 208-room Ramada Encore hotel alongside 160 serviced apartments under the Ramada Residences brand, marking its debut in Germany.
This integrated approach reflects changing guest expectations, combining hotel amenities with the flexibility of longer-term stays. It also supports demand across multiple segments, including business, leisure and extended-stay travellers.
The project builds on Wyndham’s existing partnership with Mogotel and reinforces its focus on high-demand urban markets such as Berlin, alongside continued expansion across Europe’s economy and midscale segments.
For Wyndham, branded residences represent both a compelling market opportunity and a clear strategic priority. The opening of Ramada Residences by Wyndham Istanbul Haramidere marked the company’s first entry into the segment in Türkiye, laying the foundation for further expansion as Wyndham continues to scale its branded residential offering across high-growth markets worldwide.