Wyndham Hotels & Resorts, a globally active hotel franchise company, recorded significant expansion in the EMEA region (Europe, Middle East, Eurasia, and Africa) in the first half of 2026. During this period, the company signed 25 new franchise agreements and opened 13 hotels, thereby solidifying its market position. This surge in growth is attributable to increased demand for new destinations, authentic hotel experiences, and established international brand standards. The current portfolio in the EMEA region comprises over 750 hotels with more than 99,000 rooms.
Key growth drivers for Wyndham were Turkey, India, and the CIS countries. These regions benefited from increasing international interest and improved tourism infrastructure, opening up new development opportunities. Wyndham also profited from a shift in travel demand beyond traditional gateway destinations, towards less developed markets that offer authentic cultural experiences. Hotel owners showed a preference for internationally recognised brands that provide future-proof technology, global distribution, and operational expertise. Leveraging its portfolio of 25 brands enabled expansion in the high-growth midscale, upscale, and mixed-use segments.
Globally, Wyndham's development pipeline increased by four percent year-on-year to 261,000 rooms, excluding the Revo Hospitality Group portfolio. While RevPAR in the USA grew by two percent in the first half of the year, the EMEA region saw a six percent decline. This decline was primarily due to the Iran conflict and the weaker performance of the insolvent Revo hotels. Despite these challenges, Wyndham assesses demand in the region as stable and forecasts positive long-term growth prospects in both established and new markets.
Regional Focuses of Expansion
Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts, underscored the significance of the EMEA region for the hospitality industry and the diversification of growth across various countries and segments. He emphasised that travellers are increasingly combining established destinations with new ones to find intense cultural experiences. As a global franchise company, Wyndham supports owners in tapping into this demand and positioning themselves in a changing market environment, thereby creating opportunities for projects in new markets and in the branded residences segment.
- —In Turkey, strong domestic demand and rising visitor numbers proved to be a growth factor. Wyndham expanded in established holiday regions as well as in metropolitan areas and secondary markets, consolidating its position as the leading international hotel group. New openings included TRYP by Wyndham Istanbul Maltepe and Turkey's first Ramada Residences project in Haramidere.
- —In Europe, the expansion focused on key holiday destinations in Southern Europe, with openings such as the Wyndham Grand Carvoeiro Algarve in Portugal and the Wyndham Mallorca Portocolom Resort. In Uzbekistan, one of the fastest-growing tourism markets, the Ramada Plaza by Wyndham Tashkent was opened. The development pipeline grew in Eastern Europe and the CIS countries through new agreements, including two additional hotels in Uzbekistan and the first Ramada hotel in Serbia.
- —India continues to be one of Wyndham's fastest-growing markets, driven by an expanding travel sector and a growing middle class. Its presence was strengthened by new openings such as the Ramada Encore by Wyndham Ayodhya and the Ramada by Wyndham Itahari Pashupati Marg in Nepal. Eleven further franchise agreements were signed for hotels in important pilgrimage sites and tourist centres.
- —In the Middle East, despite geopolitical tensions, five new projects were contracted in the United Arab Emirates and Saudi Arabia. Wyndham continues to view the region as an important growth market due to ongoing investments in infrastructure, tourism, and real estate.
