37th Festuris: Wyndham Hotels & Resorts drives strategic expansion in Latin America and the Caribbean

After more than two decades in the industry, Ilka Padula built her career in major hotel chains until, seven years ago, she took on the role of sales director for Wyndham Hotels & Resorts in Latin America and the Caribbean. Based in São Paulo, she manages a large, interconnected, and multicultural operation.

"I have always worked in the hotel sector, I have been in the market for more than 20 years," Padula stated, recalling the training that led her to her current position.

Integration between different markets in Latin America

The executive points out that, despite the cultural differences between the Caribbean and South America, the company's globalized approach allows for harmonious operation.

“They are countries with different cultures, but we seek to work with each of them, making the necessary adaptations,” Padula explains.

According to her, Brazilians' interest in destinations like Mexico, the Caribbean, and South American countries facilitates sales. "We can adapt everything and work coherently, making the customer want to buy."

The strength of the loyalty program as a decisive attraction.

When asked about guest preference for the brand, Ilka Padula highlights the importance of the Wyndham Rewards program.

“We have a very large loyalty program, with more than 120 million members. This already demonstrates Wyndham’s popularity and strength,” says the director.

With more than 25 brands in its portfolio, the company maintains a strong and recognized global presence.

Strategic presence at Festuris and exclusive events in Gramado.

Wyndham has participated for the past eight years in activities parallel to Festuris in Gramado, where its first hotel in Brazil is located. The company considers this event an annual milestone in strengthening its business relationships.

Padula emphasizes: “It’s the big final event of the year. We always make sure to participate to thank our clients and attract new business.”

During the event, the company presented new developments, including the arrival of the Wyndham Natal, which is scheduled to open later this year in the capital of Rio Grande do Norte, Brazil.

Rapid expansion in South American countries

The executive confirms the opening of new projects in strategic destinations.

“We recently opened a magnificent hotel in Lima, near the airport,” he says. Another hotel has also opened in Manta, Ecuador, further solidifying the pace of regional expansion.

In addition, São Paulo will receive two new units: a TRYP in the Perdizes region and the Wyndham Garden in Aclimação, both scheduled for 2025.

Relationship with operators and commercial benefits

Wyndham's global distribution network offers operators unparalleled market reach.

"The operator will have access to 8,300 hotels in more than 90 countries," Padula says.

This potential includes exclusive offers and comprehensive service through various channels: reservation center, official website or direct contact with hotels.

The benefits vary depending on the agreement signed with each partner, something that, according to Padula, reinforces the commercial flexibility of the network.

Attract investors through the strength and security of the brand.

The executive also explains why investors seek to associate their properties with Wyndham.

“The owner always comes first,” Padula emphasizes, mentioning the flexibility and security that global distribution provides.

She points out that the network is the world's largest hotel franchisor and has a rigorous implementation process.

"Our development team travels to the destination, understands it, and determines which brand can be located on that property."

Results in Brazil and prospects for the operation.

The country ends the year with 35 hotels in operation and new openings planned.

"It was a very good year for Wyndham," Padula summarizes.

As a publicly traded US company, its results are closely monitored, and according to the director, all quarterly results were "very positive."

Serra Park, in Gramado (RS), hosted Festuris between November 6 and 9, an event whose theme was "Reimagining Tomorrow".

Report and photography: Mary de Aquino.