Wyndham Hotels & Resorts has announced direct franchising business growth in China with the signing of nearly 600 agreements in the country over the past five years.
This move has been bolstered by the company’s decision in 2019 to reacquire direct franchising rights for its Days Inn brand in the country.
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In China, Wyndham has a footprint of over 1,600 hotels and more than 180,000 keys across 13 of its 25 brands.
The company secured direct franchise agreements for over 70 hotels in major markets such as Jiangsu, Beijing and Guangdong, in the first half of 2024 alone.
This expansion comes at a time when China’s travel and tourism industry is experiencing a surge, with projections to become the world’s largest market by 2035.
During the last five years, Wyndham has opened nearly 300 direct franchised properties in the country, ranging from economy to upscale accommodations.
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By GlobalDataThe company introduced new brands to the Chinese market, Hawthorn by Wyndham and La Quinta by Wyndham, during that period.
Notable hotel openings since 2019 include the first Hawthorn by Wyndham in the Asia Pacific at Dali Erhai Park, the first La Quinta by Wyndham in Greater China in Weifang South, and the Wyndham Garden Qionglai Downtown in one of Sichuan Province’s oldest cities.
Additionally, the Wyndham Grand Shanxi Xiaohe Xincheng is part of a cluster of three hotels offering over 1,000 rooms.
The growth in Greater China is driven by the Wyndham Advantage, which encompasses marketing, distribution, and a suite of resources backed by more than $325m in technology investments over six years.
This includes access to property management systems for owners and a Wyndham Rewards global member base of approximately 112 million.
Wyndham Hotels & Resorts Asia Pacific president Joon Aun OOI said: “We have an industry-leading footprint in China, and as the country’s tourism segment continues to grow, it’s more important than ever to showcase the value of joining forces with the world’s largest hotel franchisor.”
Wyndham’s Microtel was first opened in 2019 in the region.
