Wyndham Hotels & Resorts is rapidly expanding its presence in the Middle East and Africa, announcing the signing of three new hotels with Ithra, an investment arm of the Dubai government, located on the Deira waterfront area.
The new hotels will include a new Wyndham and the UAE’s first Days Inn and Super 8 branded hotels. The properties are expected to open between 2020 and 2021.
Wyndham currently has 9,200 hotels under 20 brands in more than 80 countries; ten of these brands are present in the Middle East and Africa with 57 hotels representing roughly 11,000 rooms. The Ramada brand is the most predominant in this region, accounting for 22 of the 57 hotels.
It also recently acquired the La Quinta brand – which has a little more than 900 properties and 900,000 rooms. The plan is to bring this brand internationally as most of these are only in North America.
The brand recently underwent a major refresh, announcing the decision to add the Wyndham suffix to all brands. According to research that found that 45% of its clients felt more comfortable if they stayed in a hotel that is endorsed by the mother company. All brands now carry the ‘ Wyndham “.
In the UAE, for example, in 2017, only 20% of the rooms fell under the one-, two- and three-star categories, meaning the market is undersupplied in these categories. This comes as a great opportunity for them as they predominantly operate in the economy sector.
Wyndham Hotels has another 21 properties under development in the MEA region, which will see the addition of another 4,000 rooms.