Wyndham announces 2025 goals

WYNDHAM HOTELS & RESORTS will continue expanding its economy and midscale brands while adding new upscale and lifestyle offerings in 2025. The company also aims to add technology and digital capabilities to improve experiences for its owners and guests.

The company will continue leveraging its scale to provide franchisees with tools, solutions, and technology to drive business, Wyndham said in a statement.

“We navigated an unforgettable year in 2024, remaining steadfast in our ability to deliver for guests, owners, and shareholders,” said Geoff Ballotti, Wyndham’s president and CEO. “From welcoming our 25th brand and expanding into new markets to broadening our portfolio of aspirational hotels and generating new owner revenue streams through the industry’s best tech platform – 2024’s successes have both Wyndham and our franchisees well-positioned for the years ahead.”

In 2024, Wyndham added new brands, expanded in markets including India and strengthened its presence in segments like extended stay to attract customers, the statement said. The company launched the Registry Collection Hotels brand in the U.S. with The Mining Exchange, a Registry Collection Hotel in Colorado Springs, Colorado. It also advanced its OwnerFirst franchising approach and introduced initiatives to enhance the guest experience.

Travel spending reached its highest level since 1960, driven by a shift toward experiences over material goods, Wyndham said, citing a McKinsey study. The U.S. Travel Association projects a 4 percent increase in U.S. travel spending to $1.35 trillion in 2025, while Skift Research forecasts a 9 percent rise in global travel spending. The International Air Transport Association expects global air travel to reach 5.2 billion passengers in 2025, a 7 percent increase from 2024, the statement said.

Blossoming brands

Wyndham launched ECHO Suites Extended Stay by Wyndham in 2024, positioning it as the industry’s fastest-growing new-construction brand. ECHO Suites, which reached daily occupancy rates of up to 80 percent within weeks of opening, now make up 14 percent of the company’s development pipeline.

The company expanded its extended-stay offerings with new upscale brands, including WaterWalk Extended Stay by Wyndham, its 25th brand, and introduced Wyndham Residences in the U.S., a new tier within the Wyndham brand.

Wyndham strengthened its presence in key countries, including the U.K., India, Türkiye, and Mexico, and introduced 12 brands into 22 new markets, the company said. It also announced an exclusive agreement to launch its Microtel brand in India, with a target of 40 hotels by 2031.

Wyndham partnered with international lifestyle group “sbe” to introduce HQ Hotels & Residences, a "smart lifestyle" brand affiliated with Registry Collection Hotels. Focused on dining, nightlife, and wellness, the brand opens its first hotel, Hodges Bay Resort and Spa, a HQ Luxury Resort and Residences, in Antigua this quarter.

OwnerFirst approach to franchising

The company launched Wyndham Connect to help hotels boost revenue and personalize guest experiences through AI-driven messaging, upsells, mobile check-in/check-out, mobile tipping and more. Around 2,000 hotels in North America are using the tool, generating significant incremental revenue, the statement said.

The company refreshed its Wyndham Business platform, featuring the new Wyndham Rewards Business, a B2B extension of its top-rated rewards program. Designed to simplify travel for businesses of all sizes, the updated program offers savings, rewards, streamlined billing, membership upgrades and point management.

Wyndham created new opportunities for BOLD by Wyndham and Women Own the Room members by promoting mentorship through Accelerator Circle and unlocking third-party financing via investment firm Lafayette Square. Together, BOLD and Women Own the Room have facilitated more than 100 deals, with nearly 40 hotels now open.

Guest-centric programs

Wyndham expanded its Wyndham Rewards program with new redemption options, totaling more than 60,000 hotels, vacation club resorts and vacation rentals worldwide. The company claims no other major hotel rewards program offers more places to redeem for stays.

It launched Wyndham Travel Packages, a one-stop shop where Wyndham Rewards members can book and earn points on hotels, flights, car rentals, airport transfers and activities, all via WyndhamRewards.com.

Wyndham marked 50 years of Super 8 with the launch of the Innov8te 2.0 room design, a limited-time consumer promotion, and a special anniversary sweepstakes. Super 8 is one of the world’s largest economy hotel brands, with over 2,600 locations.

The company reimagined its consumer marketing, partnering with top creative agencies to deliver targeted campaigns, including its first-ever holiday campaign, reaching the right travelers at the right time with unmatched relevance.

Wyndham reported a 4 percent year-over-year increase in global systemwide rooms in the third quarter, with 1 percent growth in the U.S. and 8 percent internationally.