Region snapshot: Wyndham expands pipeline in EMEA

At the Wyndham Hotel Group Global Conference in Las Vegas, Daniel Ruff, president and managing director for EMEAI region, shared the latest updates from the company’s properties across Europe, the Middle East, Africa and India, including several recent openings. 

Overall, he began, the region has more than 58,000 rooms in 429 Wyndham hotels across 42 countries. Of these, Ramada has the strongest presence, but other brands are making solid headway with a growing pipeline.

Wyndham's presence in Europe is going strong--in fact, Ruff said, the brand is the largest U.S.-based hotel company in both Turkey and Romania, and has "virtually" doubled in size throughout Germany over the last two years alone, with more than 100 hotels. The company has also signed a deal to open 20 Ramada hotels across the UK in the next 10 years. Notably, Wyndham recently acquired seven Dolce hotels in Europe that will help boost the company’s appeal for business travelers. “They have more than 4 million clients across 24 hotels,” Ruff said of Wyndham’s newest acquisition, which he anticipates will have a “great pipeline” in the region. Wyndham has also opened new offices in key cities like Berlin and Istanbul—places that need support for further development, Ruff said, noting the recent opening of the Wyndham Grand Istanbul Levent. Overall, the region has 47,948 rooms in 358 Wyndham hotels (145 of which are Ramadas and 96 of which are Tryp hotels) in 26 countries.

The Middle East is going strong with an ever-increasing managed pipeline, Ruff said. It currently has 6,438 rooms in 39 hotels (26 of which are Ramadas) in nine countries. The company recently launched its first Hawthorn Suites by Wyndham to Saudi Arabia, and opened its first Super 8 motel in the region. “We see growth in this area, including what will be the largest TRYP hotel in world in Dubai, with 622 rooms,” Ruff noted. The property is due to open next year. Bahrain has also seen growth, he added, and when it opens next year, the  Wyndham Grand Manama will be largest twisted glass building in world. Less than a month ago, the Tryp by Wyndham Abu Dhabi opened as the first Tryp-branded property in the Middle East.

Africa, meanwhile, has 820 rooms across just five Wyndham hotels (one Hawthorne, three Ramadas and an Encore) in four countries--but, Ruff noted, the area is ripe for development and the company aims to double its footprint over the next three years and break into Eastern Africa. 60 percent of Wyndham’s African pipeline is managed, he added, including the Ramada Resort Dar es Salaam, which is set to open in several weeks—and which Ruff says “sets the mark” for what Ramada will be in African continent. Citing a recent Wall Street Journal article, Ruff noted that Eastern Africa is a prime target for international business development. “Ten years ago, it was a target for international aid,” he added.