Wyndham Hotel Group set to bring three new brands to Asia

2 Dec 2011

Wyndham Hotels is planning to introduce three new brands to Asia-Pacific, each catering for a different sector and thus enabling the group to leverage on the diverse and robust market across the region.

In addition to the region’s first Planet Hollywood property, which is poised to open in Boao, Hainan Island (see story here), the group will introduce Tryp by Wyndham, Hawthorn Suites and Wingate by Wyndham to the region over the course of 2012.

The Tryp brand, which falls within the mid- to upper-four star category, is “a very cosmopolitan, city-centre brand” that targets the business traveller, says Ken Greene, president and managing director of Wyndham Hotel Group, Asia-Pacific. The brand’s tagline – “own the city” – encapsulates the idea of the brand, which is to enable guests to make the most of their local surroundings during their stay. “For example, the new Tryp New York City property will have iPads, preinstalled with handy guides to the local area and a dedicated number to a concierge that guests can simply call up if they want to know where to get Italian food,” explained Greene. That same essence and character of the brand will be present at its Asian properties, the details of which have yet to be announced.

The Hawthorn Suites brand offers studio, one- or two-bedroom apartments for longer stays. “Though the extended stays market is smaller, it has a large growth potential,” Greene explained. Finally, Wingate is a midscale brand providing travellers with all the basic amenities. Again, the details of these brands' introduction to Asia have not been released.

With these three new brands and Planet Hollywood, the group will have a portfolio of 11 brands within Asia-Pacific, out of its full range of 15 brands. Over the past year, the group’s footprint in Asia has grown from 325 properties to 466, with 131 new properties in China alone (see story here) and five in India, bringing the total number of properties on the subcontinent to 14. The group’s expansion strategy has been to target second-tier cities and mid-tier market segments before expanding into major cities and competing within the upmarket sector (see story here). 

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Alisha Haridasani

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