Wyndham and Smy Hotels to develop 20 hotels in Europe

Wyndham Hotels & Resorts and Spanish operator Smy Hotels has 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, Smy Hotels has existing properties in Tenerife, Kos, Sicily, Sardinia, Tuscany, Rome, Trentino Alto Adige (Italy) and Djerba (Tunisia), a list that the group expects to grow in 2021 and beyond.

The new partnership will further accelerate the expansion of a number of brands under the Wyndham name, including Wyndham Grand, Wyndham Garden and Ramada by Wyndham in 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.

“Smy Hotels has built a strong reputation for developing high-quality properties in some of the most exciting destinations in the Mediterranean,” says Christian Michel, Vice President Development Europe, Wyndham Hotels & Resorts on the partnership. “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 collaboration between the two groups will also support Smy Hotels’ goal to attract smaller and more independent hotel owners in urban and coastal destinations throughout Italy, Spain and Portugal.

Ovidio Andrés, founder of Smy Hotels, adds: “ 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 us as a perfect solution for independent owners who want to be affiliated with a globally-recognised brand to emerge stronger from the pandemic.”