Wyndham Hotels & Resorts Expands EMEA Footprint with Strong Push in Saudi Arabia

Wyndham Hotels & Resorts has accelerated its growth across Europe, the Middle East, Eurasia and Africa (EMEA), driven by robust domestic travel demand and a strategic focus on economy and midscale hotel segments. The Middle East, particularly Saudi Arabia, remains a key growth engine for the group.

Strong Performance Across EMEA

In 2025, Wyndham recorded:

• 173 hotel signings
• 126 new hotel openings
• Over 11,500 rooms added

The company’s EMEA portfolio now exceeds 770 hotels, representing around 100,200 rooms. Regional performance remained positive, with RevPAR increasing by 6% year-on-year, while the global development pipeline reached 259,000 rooms, reflecting continued expansion momentum.

Saudi Arabia at the Centre of Growth

Saudi Arabia continues to anchor Wyndham’s Middle East strategy. A major agreement with Le Park Concord will see the rollout of 100 Super 8 by Wyndham hotels across the Kingdom.

The initiative aligns with Vision 2030 and aims to increase the availability of branded, affordable accommodation in secondary cities and key travel corridors.

Scaling Economy and Midscale Segments

Wyndham’s expansion highlights growing investor interest in economy and midscale hospitality. These segments offer faster scalability and cater to rising domestic travel demand, particularly in emerging destinations.

Balanced Development Strategy

The company is pursuing a dual growth model:

• Rapid expansion of economy and midscale brands in underserved markets
• Selective development of upscale and experiential hotels in established destinations

This approach enables Wyndham to capture demand across multiple traveller segments.

Technology and Loyalty Platform Advantage

Wyndham continues to strengthen its ecosystem through significant technology investments exceeding US$375 million since 2018. Its global platform supports hotel owners with strong distribution capabilities and access to approximately 122 million Wyndham Rewards members, enhancing occupancy and brand reach.

Growth Across Key International Markets

Türkiye Expansion

Türkiye remains one of Wyndham’s largest markets globally, with over 130 hotels in more than 40 cities. The company continues to expand across urban, resort and branded residential segments.

India Growth Momentum

India is emerging as a high-growth market, with 29 hotel openings in 2025. Expansion is focused on Tier 2 and Tier 3 cities, supported by a partnership with Cygnett Hotels & Resorts, which is expected to add over 60 hotels across South Asia in the coming years.

Europe’s Upscale Opportunities

In Europe, Wyndham is strengthening its presence in upscale and upper-upscale segments, with new openings in leisure-driven markets such as Italy and Denmark, reflecting demand for experience-focused stays.

Industry Outlook

Wyndham’s latest expansion underscores a broader industry trend toward scaling economy and midscale brands while maintaining targeted investments in premium segments. With a focus on secondary markets, domestic travel demand and strong distribution capabilities, the company is well-positioned for sustained growth across EMEA.