Wyndham Hotels & Resorts, the world’s largest hotel franchising company, continues its growth in 2024 by achieving growth milestones, forming groundbreaking partnerships, and championing sustainability. Guided by its OwnerFirst™ approach, Wyndham has continued its expansion across Europe, the Middle East, Eurasia, and Africa (EMEA), unlocking new opportunities for travellers, franchisees, and local communities alike.
Wyndham Drives Growth in 2024
From expanding its brands and strengthening partnerships to embracing sustainability, 2024 has been a landmark year for Wyndham Hotels & Resorts. Here are some of this year’s global highlights:
- 17,000+ New Rooms Opened: Representing a 15% year-over-year (YoY) increase, providing more options for travellers worldwide.
- 197 Development Contracts Signed: A 10% YoY increase, reflecting strong investor confidence in Wyndham’s franchise model.
- Pipeline Expansion: Wyndham’s development pipeline reached a record 248,000 rooms, marking a 5% YoY growth.
Regional Milestones in EMEA
“2024 was a remarkable year for Wyndham Hotels & Resorts in EMEA. Building on the strong momentum from 2023, we achieved incredible milestones, expanding into new markets, forming strategic alliances, and unveiling iconic properties across the region,” said Dimitris Manikis, President of Wyndham Hotels & Resorts EMEA. “These achievements reflect our unwavering commitment to growth, innovation, and delivering exceptional experiences for our guests and partners.”
This commitment translated into several key accomplishments throughout the year:
- Iconic Property Openings: Key launches include the Ramada Encore by Wyndham Munich Messe, the largest in the EMEA region; the Dolce by Wyndham Versailles-Domaine du Montcel near the iconic Palace of Versailles; and the Wyndham Garden Sonipat Murthal, marking the first Wyndham Garden property in India.
- New Market Entries: The introduction of the Microtel by Wyndham brand in India and the Dolce by Wyndham Barcelona Resort showcase Wyndham’s adaptability and focus on market-specific needs.
- Strategic Growth in Türkiye: With over 130 operational hotels and 50 more in the pipeline, Wyndham remains the largest international hotel company in the country.
- Sustainability Achievements: In 2024, fifteen hotels in the region earned the prestigious Wyndham Green Level 5 Certification, cementing the company’s leadership in sustainability.
The Wyndham Advantage
In 2024, Wyndham’s OwnerFirst™ approach continued to set the standard for franchisee support, solidifying its position as a trusted partner in the hospitality industry. With a network of 112 million Wyndham Rewards members, the company offers franchisees unparalleled access to a loyal customer base, driving consistent occupancy and engagement across properties.
Technology remained at the forefront of Wyndham’s strategy. Tools like the RevIQ revenue management system have enabled properties to optimise pricing and realise tangible growth in revenue, while programmes such as Wyndham Quality Circle Support and Online Reputation Management have ensured high levels of guest satisfaction and adherence to brand standards.
Wyndham’s expansive marketing capabilities and global sales infrastructure proved instrumental in boosting visibility and bookings, while its HR and training initiatives empowered franchisees to attract and retain top talent. Leveraging its global buying power, Wyndham also provided franchisees with cost-effective sourcing solutions that enhanced guest experiences and aligned with brand expectations.
The Role of Wyndham Connect in 2024
In 2024, Wyndham introduced Wyndham Connect across North America, a powerful AI-driven guest engagement platform designed to streamline hotel operations and enhance the guest experience. At the end of 2024, the platform was piloted in the EMEA region, with plans to roll it out more widely across the region in the near future. Wyndham Connect offers features such as mobile check-ins, automated messaging, and smart upselling, all aimed at improving operational efficiency and driving new revenue opportunities. By leveraging AI, it helps properties respond quickly to guest inquiries, optimise services, and ultimately boost profitability. This step further reinforces Wyndham's commitment to supporting franchisees with innovative technology that enhances both guest engagement and operational success.
Leading the Way in Sustainability
“Sustainability is not a buzzword; it’s a fundamental value,” says Dimitris Manikis, capturing Wyndham’s unwavering commitment to environmental responsibility. The Wyndham Green programme, a cornerstone of these efforts for over 15 years, has been instrumental in advancing sustainability across the 45 countries in the EMEA region. Relaunched in 2021, the programme provides a clear path from foundational Level One certification—focusing on practices like energy-efficient lighting, recycling, and utility tracking—to the pinnacle of Level Five expertise.
In 2024, Wyndham’s dedication stood out as 11 hotels achieved the prestigious Level Five certification, proving that franchised properties can lead the way in sustainability while thriving in the competitive hospitality sector.
Empowering People: A People-First Approach to Hospitality
At Wyndham, people are at the heart of its success. Through talent development initiatives, partnerships with financial institutions, and collaborations with hospitality schools, Wyndham Hotels & Resorts is nurturing the next generation of leaders.
With around 9,200 hotels globally, mostly franchised, Wyndham ensures a consistent guest experience across its portfolio, from Ramada to Wyndham Grand. The company provides comprehensive best practices and toolkits, supported by dedicated trainers, to maintain brand standards and leadership across properties.
Across EMEA, Wyndham is committed to local skill development with a notable focus on emerging markets. For example, in India, Wyndham partners with the Tourism and Hospitality Skill Council (THSC) to offer region-specific training, empowering talent in tier 2 and tier 3 cities. These initiatives not only equip local professionals with critical skills but also encourage reverse migration, helping to revitalise local communities and contribute to the growth of the hospitality sector.
Looking Ahead: Building on Success for 2025
As Wyndham closes another momentous year, it sets its sights on an even brighter future in 2025. With a continued commitment to sustainability, innovation, and expansion, Wyndham is poised to strengthen its position in the EMEA region and beyond. “Travel is a necessity, not a luxury,” says Dimitris Manikis. This philosophy will guide Wyndham’s efforts as it continues to adapt to the evolving needs of travellers and franchisees alike.
The company remains dedicated to expanding its footprint in emerging markets, introducing new brands, and enhancing its sustainability initiatives. Wyndham will further advance the Wyndham Green programme across its portfolio, focusing on both environmental and community-driven goals. Meanwhile, the introduction of Wyndham Connect to the EMEA region will empower hoteliers with advanced tools to streamline operations, elevate guest engagement, and unlock new revenue opportunities, reinforcing Wyndham’s commitment to innovation.
With these priorities, Wyndham is ready to build on its successes and deliver continued value to franchisees, guests, and local communities in 2025.
For franchising opportunities, visit https://whrdevelopmentemea.com/.