Wyndham Hotels and Resorts has signed a strategic partnership with Smy Hotels to develop 20 new properties across Spain, Portugal and Italy over the next ten years.

The agreement will see hotels open under Wyndham’s brands including Wyndham, Wyndham Grand, Wyndham Garden and Ramada by Wyndham in leisure and resort destinations, as well as growing the Tryp by Wyndham brand in “key cities”.

The partnership will also focus on growth for the Wyndham’s independent Trademark Collection brand, which was launched in 2017.

Wyndham launches Trademark independent collection

Smy Hotels was founded in 2018 in Spain, and currently has a portfolio of properties in Tenerife, Kos, Sicily, Sardinia, Tuscany, Rome, Trentino Alto Adige and Djerba.

Wyndham said that the agreement “will also support Smy Hotels’ goal to attract more small hotel owners in urban and coastal destinations of Italy, Spain and Portugal”.

Christian Michel, vice president development Europe, Wyndham Hotels and Resorts, said that Smy Hotels’ “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”.

Meanwhile Ovidio Andrés, Founder of Smy Hotels, said:

“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.”

wyndhamhotels.com, smyhotels.com