Wyndham poised for continued growth amid rising global travel demand

Wyndham president and chief executive officer Geoff Ballotti says the company remained committed to delivering value for stakeholders: “We navigated an unforgettable year in 2024, remaining steadfast in our ability to deliver for guests, owners and shareholders. From welcoming our 25th brand and expanding into new markets to broadening our bench of aspirational hotels and generating new owner revenue streams via the industry’s best tech platform—2024’s successes have both Wyndham and our franchisees well positioned for the years ahead.”

According to a recent McKinsey study, travel spending in 2024 reached its highest level since 1960, driven by consumers’ preference for experiences over material goods. The U.S. Travel Association projects a 4 per cent increase in travel spending to US$1.35 trillion in 2025, while Skift Research forecasts a global travel spend increase of 9 per cent. The International Air Transport Association also expects global air travel to reach a record 5.2 billion passengers in 2025, a 7 per cent increase from 2024.

Wyndham’s brand portfolio spans multiple segments of the industry, positioning the company for further expansion. Key developments in 2024 included the expansion of ECHO Suites Extended Stay by Wyndham, with early locations achieving daily occupancy rates of up to 80 per cent within weeks of launch. The brand now represents 14 per cent of Wyndham’s development pipeline. The company also entered the upscale extended-stay market with the introduction of WaterWalk Extended Stay by Wyndham, its 25th brand, and launched Wyndham Residences in the U.S.

The company strengthened its presence in key markets, including the U.K., India, Türkiye and Mexico, while introducing 12 brands into 22 new markets. Wyndham also signed an exclusive agreement to introduce Microtel in India, with plans for 40 hotels by 2031. In collaboration with international lifestyle hospitality group sbe, Wyndham launched HQ Hotels & Residences, a “smart lifestyle” brand affiliated with Registry Collection Hotels. The brand’s first property, Hodges Bay Resort and Spa in Antigua, is set to open this quarter.

Wyndham introduced several initiatives in 2024 to enhance support for franchisees, including Wyndham Connect, an artificial intelligence-powered platform designed to help hotels increase revenue through personalized guest interactions, mobile check-in and check-out, mobile tipping and upselling. More than 2,000 hotels in North America are actively using the tool. The company also updated its Wyndham Business platform with the launch of Wyndham Rewards Business, a B2B program offering streamlined billing, membership upgrades and enhanced point management for business travellers.

Wyndham continued efforts to support underrepresented hotel owners through its BOLD by Wyndham and Women Own the Room initiatives. These programs have contributed to more than 100 deals, with nearly 40 hotels already open.

In 2024, Wyndham expanded its Wyndham Rewards program, which now offers redemption options at more than 60,000 hotels, vacation club resorts and rentals worldwide. The company launched Wyndham Travel Packages, a platform allowing Wyndham Rewards members to book hotels, flights, car rentals and activities in a single transaction. Wyndham also marked 50 years of Super 8 with the introduction of the Innov8te 2.0 room design and a series of anniversary promotions. Marketing efforts were reimagined, including the company’s first-ever holiday campaign.