Wyndham Hotels & Resorts, the world’s largest hotel franchising company with over 8,900 hotels across nearly 95 countries, and Smy Hotels – a fast growing hotel group and operator headquartered in Spain – today announced a new non-exclusive agreement to develop 20 new hotels across key destinations in Spain, Portugal and Italy over the next 10 years.
Founded in 2018 in Spain, Smy Hotels has grown to an international collection of amenity-rich hotels in renowned leisure destinations including Tenerife (Spain), Kos (Greece), Sicily, Sardinia, Tuscany, Rome, Trentino Alto Adige (Italy) and Djerba (Tunisia), a list that Smy Hotels expects to grow in 2021 and beyond, as the chain seeks to expand and cement its position as an external hotel operator in more Mediterranean markets.
The new partnership will further accelerate the expansion of a number of brands under the Wyndham name, including Wyndham, Wyndham Grand, Wyndham Garden and Ramada by Wyndham in highly-desired leisure and resort destinations, while also spearheading the growth of the lifestyle TRYP by Wyndham brand in key cities. The strategic collaboration will also focus on expanding the Trademark Collection by Wyndham in the Mediterranean, following on the brand’s recent growth momentum in Europe with launches in Brussels and Budapest.
Christian Michel, Vice President Development Europe, Wyndham Hotels & Resorts, said: “Smy Hotels has built a strong reputation for developing high-quality properties in some of the most exciting destinations in the Mediterranean. Their knowledge of the market and expertise in the leisure segment perfectly complement our development objectives for various brands in the region, and in particular our expansion plan for the TRYP and Trademark Collection by Wyndham portfolio in these vibrant markets.”
The strategic partnership with Wyndham Hotels & Resorts will also support Smy Hotels’ goal to attract more small hotel owners in urban and coastal destinations of Italy, Spain and Portugal.
Ovidio Andrés, Founder of Smy Hotels and Logitravel, the largest online distribution group in Spain and one of the largest in Europe, commented: “ In a region with a plethora of small owners and brands, Smy Hotels serves as an alternative for those who want to entrust the management of their properties to a company with a strong digital DNA and expertise in improving the profitability of hotel establishments. “Owners have different needs, from better profitability, stronger marketing to higher asset value and more. Our strategic partnership with Wyndham will enable us to diversify and further improve our offering by leveraging our complementary platforms, whilst also giving us a greater ability to meet the expectations of those who trust us. Working with Wyndham will also help position Smy Hotels as a perfect solution for independent owners who want to be affiliated with a globally-recognised brand to emerge stronger from the challenges of the pandemic”, he added.
Wyndham hotels around the world participate in Wyndham Rewards®, the world’s most generous rewards programme with thousands of hotels, vacation club resorts and vacation rentals worldwide. Designed for the everyday traveller, members earn a guaranteed 1,000 points with every qualified stay and may redeem points for a wide range of rewards, including free nights, gift cards, merchandise and more.
Wyndham Hotels & Resorts
Wyndham Hotels & Resorts (NYSE: WH) is the world’s largest hotel franchising company by the number of properties, with over 8,900 hotels across nearly 95 countries on six continents. Through its network of over 797,000 rooms appealing to the everyday traveller, Wyndham commands a leading presence in the economy and midscale segments of the lodging industry. The Company operates a portfolio of 21 hotel brands, including Super 8®, Days Inn®, Ramada®, Microtel®, La Quinta®, Baymont®, Wingate®, AmericInn®, Hawthorn Suites®, Trademark Collection® and Wyndham®. Wyndham Hotels & Resorts is also a leading provider of hotel management services. The Company’s award-winning Wyndham Rewards loyalty programme offers 87 million enrolled members the opportunity to redeem points at thousands of hotels, vacation club resorts and vacation rentals globally.
Founded in 2018, Smy is a consolidated hotel group in Spain. The hallmarks of the company include hotel quality, guest relationship and a continued focus on technology and innovation to enhance the customer experience. The group currently has nine four-star hotels located in the Mediterranean (Spain, Italy, Greece and Tunisia). The recent addition of the Smy Sighientu Thalasso & Spa Four* in Sardinia is the latest in the company’s expansion goals, including more hotel opening in 2021.