Written by: Dimitris Manikis, President, Europe, Middle East, Eurasia, and Africa (EMEA), Wyndham Hotels & Resorts
As we continue to navigate the ever-evolving landscape of global hospitality, one region continues to captivate travelers and present exciting opportunities for growth – the Mediterranean.
The number of people visiting the region has grown exponentially over recent decades, growing steadily at around 5% a year since 1995.
At Wyndham Hotels & Resorts we have always recognized the unfaltering potential of Southern and Eastern Europe and are committed to a strategic, long-term expansion that caters to the changing needs of the leisure and corporate travel markets and travelers.
Wyndham’s vision for the Mediterranean is clear: to increase our footprint in popular destinations while simultaneously exploring emerging markets and emerging products and concepts alike. This approach allows us to tap into established tourist hubs and discover the hidden gems that tomorrow's travelers will be eager to explore.
At the heart of the strategy is a focus on upscale, leisure and all-inclusive properties. In recent times, we've observed a growing demand for these types of accommodations across our global portfolio, and particularly in the Southern and Eastern European regions.
Moreover, today’s travelers are seeking more than just a place to stay – they want immersive experiences that allow them to fully embrace the local culture and lifestyle.
Greece: A key market for growth
Greece has always been a jewel in the Mediterranean's crown, and it remains a key focus for Wyndham's expansion plans. Our current portfolio of 13 hotels in major tourist spots such as Rhodes, Halkidiki, Loutraki, Corfu and Crete is just the beginning. We're actively seeking opportunities to add new properties and expand into both established and emerging destinations across the country.
Our activity in Greece reflects our broader strategy. We're leveraging our soft branding approach, particularly with Trademark Collection and Registry Collection Hotels, to cater to the evolving needs of asset owners who want to maintain their individuality but at the same time benefit from the association with a global brand like Wyndham.This strategy allows us to offer unique, locally infused experiences while maintaining the high standards and global recognition that come with the Wyndham name.
A prime example of our commitment to the Greek market is the upcoming Ramada Residences by Wyndham in Halkidiki. Set to open in May 2026, this collaboration with Oikos Property Developments Group will bring 150 rooms with full hospitality services to an idyllic Mediterranean location.
Elevating the upscale experience in Spain
Spain is another crucial market in our Mediterranean strategy, and our collaboration with IDILIQ Group is driving significant growth in upscale, resort-style residences. This partnership has allowed us to enhance our offerings across premium destinations, blending luxury with sustainability in a way that connects with today's discerning travelers.
The Wyndham Residences Costa del Sol stands as a shining example of this collaboration. These fully refurbished, high-end apartments with hotel-style services cater to the growing demand for holiday homes ownership alongside traditional hotel stays. It's a concept that provides seamless experiences for both hotel guests and property owners, reflecting the changing preferences in the travel market.
Perhaps the most exciting development in the Spanish pipeline is the Wyndham Grand La Cala Golf Residences. Currently under construction on the Costa del Sol, this 58-unit branded residential project under our Wyndham Grand Residences banner represents a significant step into the world of branded residences. Recently recognized by the International Property Awards for Residential Development 20+ Units for Spain, this project showcases our ability to combine hospitality excellence with premium residential offerings.
A sustainable, tech-driven growth strategy
What this development shows is that, as we expand our presence in the Mediterranean, we are committed to doing so responsibly.
Our Wyndham Green Program is at the forefront of this effort, focusing on energy conservation, waste reduction and eco-friendly practices across our properties. Crucially, this commitment to sustainability isn't just good for the planet – it's also increasingly important to our guests and a key differentiator in the market.
Technology will also continue to play a major role in our growth strategy. We are expanding our Wyndham Rewards® program, which now boasts over 110 million members globally. This loyalty scheme drives repeat bookings and helps create lasting relationships with our guests. Additionally, our investments in innovative property and revenue management systems support our franchisees and ensure operational excellence across all of our properties.
As we look to the future, we see tremendous potential for growth in the Mediterranean region. Our focus on leisure and all-inclusive properties as well as branded residences combined with our commitment to sustainability and technological innovation, positions us well to meet the evolving demands of asset owners and travelers.
We're excited about the opportunities to expand our presence in key markets like Greece ,Portugal and Spain, as well as to explore emerging destinations across other parts of Southern and Eastern Europe. Our portfolio of brands, from the upscale Wyndham Grand to the midscale Ramada, allows us to cater to a wide range of travelers and preferences.
We are also looking forward to sharing our insights and expertise at the upcoming Resort & Residential Hospitality Forum in Athens. As a leading sponsor of the event, we see this as a prime opportunity to make new connections, catch up with friends and partners, and advance the conversation around hospitality investment in the region.
The future of travel here has long been and will continue to be bright, and we're proud to be at the forefront of shaping it for all kinds of travelers to enjoy.