The major global hotel brand companies are expanding franchising across Europe, and Wyndham Hotels & Resorts is poised to take advantage of the surge across the continent.
Dimitris Manikis, president, Europe, Middle East and Africa, said that while many of Wyndham's brands could be regarded as legacy brands, the company itself is just a little more than 20 years in age and went public only in May 2018.
“Franchises are sweeping Europe. Of our 25 brands and 9,200 hotels, we own zero percent. … Wyndham is a relatively young kid in the industry,” he said on The Upgrade, Hotel News Now's podcast covering hospitality news from Europe, the Middle East and Africa.
Manikis said his role is to remind his Wyndham teams that hotel brands are successful as long as they create value for owners and remain relevant to guests.
“Fifty percent of our hotels are Ramada. It is a steady, legacy brand that resonates, but having said that, I was so glad to see the Super 8 brand, how it is growing. It is growing in Germany, and Dolce, too. We opened five this year. … And we are launching Microtel in India. Our brands are open to all,” he said.
Manikis said he anticipates more changes across Europe's hotel industry, with franchising becoming ever more relevant.
“Family businesses in Italy are selling [their hotels]. In Italy, in Spain, in Portugal, in Greece and in Turkey,” he added.
Other opportunities for franchising exist, too. In Manikis' native Greece, airport operator Fraport has reopened 14 regional airports that have newly upgraded Tier 2 and Tier 3 destinations and previously ignored islands.
For more from Hotel News Now’s interview with Dimitris Manikis and Wyndham Hotels & Resorts’ plans for the EMEA region, and some tales of how Manikis entered the industry he loves, listen to the podcast above.