Operations
Wyndham’s global scale and expertise. This makes it particularly well-suited for markets like the UAE, where travellers seek authentic yet luxurious experiences that align with their cultural and lifestyle preferences. Looking ahead, we foresee significant opportunities to
grow the Trademark Collection in the Middle East and beyond. Our focus will be on leveraging partnerships with visionary developers to bring this unique brand to key leisure and business hubs across the region. Expansions into high-demand destinations like North America, Europe and Australia are also on the horizon, reflecting the global appeal of this concept. With the UAE’s robust growth in tourism and its strategic importance as a travel hub, we are confident that the Trademark Collection by Wyndham will continue to thrive and contribute to the vibrant hospitality sector here.
With franchises expanding rapidly across Europe, how is Wyndham leveraging this trend to scale operations while maintaining quality and brand consistency? At Wyndham, we recognise that franchising is a growing trend in the hospitality industry across Europe, offering an efficient way for hotel owners to benefit from established brand equity, global distribution and operational support. As a leader in this space, we leverage our franchise-first business model to capitalise on this trend while maintaining quality and brand consistency across our diverse portfolio. Our approach to maintaining brand consistency
begins with a robust framework of support for our franchisees. This includes comprehensive onboarding programmes, regular training and access to our global systems, such as revenue management, marketing and reservations platforms. These tools ensure that each property operates efficiently and delivers the exceptional guest experience associated with Wyndham’s brands. To safeguard quality, we implement rigorous brand standards and conduct regular audits to ensure every property meets or exceeds expectations. This is further reinforced through continuous engagement with franchisees, fostering a culture of collaboration where we work together to uphold the integrity of our brands. At the same time, we value local authenticity, allowing franchisees to retain their properties’ unique character while leveraging Wyndham’s global expertise. This balance of individuality and consistency drives guest satisfaction and franchisee success. As we expand across Europe, we remain committed to building long-term partnerships, scaling sustainably, and maintaining the quality and trust that define Wyndham.
The expansion into Greece, with Fraport reopening upgraded regional
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airports, offers unique opportunities. How is Wyndham positioning itself to capture growth in emerging Tier 2 and Tier 3 destinations? In 2024, Fraport Greece welcomed more than 36 million passengers at the 14 regional airports it manages in Greece. Indicative of the improved results is that in 2016, the year the concession competition for the airport facilities from the Greek government to Fraport was completed, the 14 airports served approximately 25 million passengers. Overall, between 2017 and 2024, a total of 212.5 million passengers were handled through these airports. These figures demonstrate how much Fraport’s investments have contributed to the tourism development of the areas where these airports operate. Wyndham, on its part, capitalises on all opportunities
that arise to further strengthen its position in the Greek tourism market, whether in popular or emerging destinations. For instance, Fraport manages airports in highly popular destinations such as Thessaloniki, Corfu and Rhodes, where Wyndham already has a presence, in addition to emerging destinations. At the same time, having established its position as one of the top international hotel brands in Greece, Wyndham is considering increasing the number of its partnerships in emerging destinations.
Wyndham’s ‘Owners First’ philosophy emphasises value creation for property owners. Can you share specific examples of how this philosophy has influenced operations, particularly in diverse markets like India and the UAE? Wyndham’s ‘Owners First’ philosophy focuses on creating long-term value for property owners, particularly in diverse markets like India and the UAE. This approach is evident in our comprehensive support for franchise partners, including specialised training programmes tailored to the unique needs of the Indian hospitality sector. We also collaborate
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Above: Lazart Hotel in Thessaloniki, part of the Trademark Collection by Wyndham.
Opposite: Akti Imperial Hotel & Convention Center Dolce by Wyndham.
Wyndham Hotel & Resorts
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