Wyndham's EMEA expansion in 2025 added 126 new hotel openings and over 11,500 rooms, marking a record year for the group's regional growth.
Summary: Wyndham's EMEA expansion in 2025 delivered a record year with 173 new signings, 126 hotel openings and more than 11,500 rooms added, strengthening the brand across Europe, the Middle East, Africa and South Asia.
Wyndham's EMEA expansion in 2025 culminated in a landmark performance as the global franchiser accelerated growth across Europe, the Middle East, Africa and South Asia. The group opened 126 properties during the year and signed 173 new deals, adding over 11,500 rooms and pushing its regional footprint past 770 operational hotels.
Record growth in 2025 sets a new benchmark
In 2025 Wyndham added more than 11,500 rooms to its EMEA portfolio and now operates in excess of 770 hotels across the region. The company’s total room count in EMEA has surpassed 100,000, reflecting a broad mix of economy to luxury properties and underlining the brand’s long-term growth strategy.
Dimitris Manikis, President for EMEA, noted that the company's performance mirrors its ability to adapt to changing travel patterns, with international demand remaining strong in markets across Europe and robust domestic growth in emerging markets such as India, Türkiye and parts of the Middle East.
Pushing upscale and unique stays across key destinations
Wyndham responded to growing traveller demand for authentic, experience-focused stays by accelerating openings in the upscale and upper-upscale segments. New branded properties were chosen to reflect local character while offering elevated amenities and service.
- Dolce by Wyndham Siracusa I Monasteri Golf and Spa — Sicily, Italy
- Wyndham Grand Udaipur Fateh Sagar Lake — Udaipur, India
- The Signature Cave Cappadocia — Türkiye (Trademark Collection by Wyndham)
Targeting high-growth and emerging markets
Beyond traditional European hubs, Wyndham intensified investment in emerging markets. India was a standout, with 29 new openings in 2025 that included marquee properties and a push into tier 2 and tier 3 cities to meet rising demand for branded accommodation.
The company's momentum in the Middle East and Türkiye included projects across several destinations and the introduction of first-of-its-kind offerings, such as a branded cave hotel in Cappadocia. These additions are intended to capture both tourism and business travel growth in the region.
Scaling the economy and midscale pipeline
While expanding luxury offerings, Wyndham simultaneously increased capacity in economy and midscale segments to serve broader traveller needs. The company announced plans to grow its Super 8® footprint into Iberia and Saudi Arabia, targeting more than 140 Super 8 hotels over the next decade in line with regional tourism initiatives such as Saudi Vision 2030.
- New signings in 2025: 173
- Hotels opened in 2025: 126
- Rooms added: Over 11,500
- Operational hotels in EMEA: More than 770
- EMEA room count: Surpassed 100,000
- EMEA pipeline: Over 259,000 rooms
- Wyndham Rewards members: 122 million
Sustainable expansion and digital distribution
Wyndham’s growth strategy combines physical expansion with investment in technology and global distribution systems. Management expects the EMEA pipeline to support modest year-over-year growth—cited at around 3%—while leveraging the Wyndham Rewards programme to drive loyalty across an expanding brand portfolio.
Why this matters: For travellers, Wyndham’s 2025 expansion means more branded choices across price points and in new destinations, from coastal Sicily to cultural hubs in Türkiye and growing urban centres in India. For the hospitality industry, the scale of these openings underscores stronger investor confidence in EMEA markets and highlights how global brands are adapting portfolios to meet evolving traveller preferences. In short: more supply, broader choice and increased competition—benefits that typically translate into better availability and clearer segmentation for consumers.
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