The recent partnership with Kamah Hotels & Resorts represents a significant $70m investment in luxury and wellness-focused properties. What makes this collaboration particularly strategic for Wyndham and how does it align with your growth plans in EMEA?
Dimitris Manikis: The $70m partnership with Kamah Hotels & Resorts is a strategic step in Wyndham’s growth strategy for EMEA, focusing on the expanding luxury and wellness travel market. This collaboration allows us to enhance our presence in high-demand regions by delivering premium experiences that resonate with the evolving preferences of modern travellers. Kamah’s expertise in wellness, combined with Wyndham’s global scale, strengthens our ability to offer exceptional guest experiences while strategically growing our portfolio across key destinations.
This partnership reflects our commitment to meeting market demand and driving sustainable growth through innovative and customer-centric offerings.
The introduction of the Trademark Collection by Wyndham in the UAE is a milestone. How do you foresee this brand evolving in the region and what further expansions are on the horizon?
The introduction of the Trademark Collection by Wyndham to the UAE is indeed a significant milestone for us. This move reflects our commitment to bringing diverse and flexible offerings to the region’s hospitality landscape while addressing the growing demand for distinctive and memorable experiences. The Trademark Collection by Wyndham is designed to celebrate the unique character of each property, providing owners the freedom to maintain individuality while benefiting from 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 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 with educational institutions to nurture local talent. In Tier 2 and Tier 3 cities, we work closely with owners to tap into emerging markets fuelled by economic and infrastructure development. For example, our initiatives to develop hotels along India’s expanding highways demonstrate our commitment to offering scalable opportunities that align with local market dynamics, ensuring mutual growth and success.
Can you give more detail on your plans for expansion in India?
India is one of our fastest-growing markets in EMEA, and we aim to reach 150 hotels by the end of 2025. Our expansion strategy focuses on Tier 2 and 3 cities to capitalise on the country’s rapid infrastructure development. We are introducing successful global brands like Vienna House, Days Inn and Super 8 to cater to diverse travel needs. Additionally, we are developing properties near highways, airports and spiritual tourism hubs, demonstrating our commitment to enhancing the travel experience for both domestic and international guests. This approach aligns with our goal of delivering quality hospitality across India.
Technology is becoming a cornerstone of hotel operations. How is Wyndham leveraging innovation to enhance guest experiences and streamline back-end operations across your regions?
Wyndham leverages technology to enhance guest experiences and streamline operations across regions. From seamless mobile check-ins to personalised booking recommendations powered by AI, our innovative solutions ensure convenience and satisfaction for guests. On the back end, centralised systems optimise revenue management, simplify franchisee operations, and streamline staff training, driving consistency and efficiency. These advancements enable us to deliver superior service while empowering franchise partners to operate more effectively. Innovation remains at the core of our strategy, helping us meet evolving customer needs and maintain high operational standards across all properties.
What lessons from your leadership journey have shaped the way Wyndham operates in such diverse and culturally rich regions?
Throughout my leadership journey, one lesson has stood out: people make all the difference. At Wyndham, we are fortunate to work with an incredibly diverse and talented team that reflects the regions we operate in. Within our EMEA corporate team alone, we have over 15 nationalities represented, blending unique perspectives and cultures to deliver exceptional hospitality. This diversity is a cornerstone of how we operate in culturally rich regions – it helps us connect authentically with our guests and partners.
Another guiding principle is our ‘Count on Me’ philosophy, which emphasises teamwork, mutual support and reliability across all levels of our organisation. By fostering an inclusive, supportive environment, we ensure that our team members are empowered to create memorable experiences for our guests. Finally, Wyndham’s mission to make travel possible for all drives everything we do. Whether it’s offering a luxurious escape or an affordable stay, we’re committed to democratising travel and creating opportunities for people to connect, explore and feel at home – no matter where they are in the world.
How is Wyndham driving expansion into the midscale branded residences space?
Wyndham Hotels & Resorts is redefining the branded residences sector by expanding into the premium economy and upper midscale segments, meeting growing demand for high-quality yet affordable accommodations. With projects like the Wyndham Grand La Cala Golf Residences in Spain and the Wyndham Residences the Palm in Dubai, the company blends local relevance with international standards, catering to modern travellers seeking value and personalised experiences. Supported by initiatives like the Wyndham Rewards programme and Wyndham Green Programme, these developments deliver meaningful travel experiences while ensuring strong returns for developers. Wyndham’s focus on innovation, sustainability and quality positions it as a leader in this evolving market.
