Wyndham Hotels & Resorts accelerates its expansion in Argentina and strengthens its regional strategy

What are the company's objectives for this new edition of FIT?

Our main objective is to continue positioning our 25 brands in the region and generating new business opportunities. This means attracting guests to our hotels as well as finding expansion opportunities and adding properties in Latin America and the Caribbean.

What new products are you introducing to the Argentine market?

We're coming into Argentina with great dynamism. We just opened a hotel in Salta, we're opening a Ramada in Tucumán, and we have two projects under development in Bariloche: a Dazzler in the Civic Center for 2026 and a Wyndham planned for 2027. With this, we're strengthening our presence in the northwest and expanding into destinations where we didn't previously have a presence.

And in the rest of the region?

We opened a Wyndham Grand in Lima's new airport terminal, literally connected to the arrivals hall. We also opened a hotel in Miches (Dominican Republic), an emerging destination, and another in Punta Cana with 620 rooms. We also continue to steadily open properties in various markets across the region.

What role does Argentina play in Wyndham's regional strategy?

It's a key market. We currently have 57 hotels open in Argentina and have 21 more signed for the coming years. This represents a 50% growth in our portfolio in the country. The openings are distributed across the country: in addition to Tucumán and Bariloche, we are making progress in Buenos Aires, Jujuy, Puerto Madryn, and Mendoza.

How did 2025 pan out, and what's your outlook for 2026?

The balance is positive: the first three quarters were aligned with our growth objectives. Some markets always advance faster and others lag behind, but the overall result is very solid. The outlook for 2026 is optimistic: consumers are increasingly investing in experiences and travel, which is driving the entire hotel industry.

What trends are shaping traveler behavior?

We're seeing a generational shift: previously, the big investment milestone was buying a car; today, for many young people, it's taking a trip. Furthermore, seasonality has been broken thanks to the flexibility of working from home, and we're noticing that children are increasingly playing a role in deciding where to travel. The influence of social media is overwhelming: more than 80% of reservations in our chain come from digital channels.

How do you manage reputation and guest experience?

Reputation is central and directly linked to experience. At Wyndham, we work with 270 hotels in the region, providing training tools to our franchisees, conducting quality audits, and constantly measuring guest satisfaction. It's all about delivering memorable experiences.

What initiatives do you promote in sustainability and social responsibility?

We have the Wyndham Green program, which certifies our hotels' environmental commitment in five stages. Eighty-eight percent of our properties in Latin America and the Caribbean already have at least Level 1, and eight hotels have reached the maximum Level 5. This is not only the right thing to do, but also has a direct impact on business: many companies and platforms already prioritize hotels with sustainable certification.

Regarding social responsibility, we work to integrate local communities. A concrete example: at one of our beach hotels, street vendors went from being disorganized on the beach to being part of a market within the hotel, with designated hours and space. This makes guests feel more comfortable, and the local community finds an organized channel to offer their products.