Wyndham Hotels & Resorts reinforces its expansion in Colombia and will participate in ANATO 2026
The chain will present projects, investment opportunities and its regional portfolio during the country's main tourism fair
Wyndham Hotels & Resorts has confirmed its participation as an exhibitor at the ANATO 2026 Tourism Showcase, which will take place from February 25-27 at Corferias in Bogotá. The company will have its own booth in Hall 18 (2404-2406), where it will present new brand developments, hotel development opportunities, and business proposals for the Latin American market.
Representatives from multiple properties and brands of the group in the region will participate in the meeting, including hotels located in Colombia, Central America and the Caribbean, available for meetings with operators, travel agencies, strategic partners and industry professionals.
The company's presence at the trade fair is part of its strategy to strengthen its operations in the Colombian market, considered a priority within its regional growth plan. Currently, the company operates six hotels in the country, located in both corporate and vacation destinations, and is developing new projects aimed at expanding its territorial coverage.
The local operation encompasses various accommodation segments, from offerings geared towards business tourism and meetings to midscale and select-service options tailored to domestic demand. This diversification allows the chain to cater to a wide range of traveler profiles and positions it as a strategic partner for developers and investors.
Among the properties in operation are hotels in Bogotá, Medellín, Cartagena, Barranquilla and Santa Marta, whose activity contributes to tourist connectivity and regional economic development through the generation of direct and indirect employment and improvement of service standards.
As part of its growth pipeline, the company announced new projects at various stages of development in cities such as Armenia, Pereira, and Barranquilla, including the arrival of the Dazzler by Wyndham brand. In total, the chain anticipates opening nine additional hotels, adding more than 1,400 rooms in the coming years.
According to Andrés Bernal, Sr. Director Global and Field Sales LATAMC of the company, the country offers opportunities in both consolidated destinations and emerging cities, where the evolution of hotel demand favors proposals that combine international standards with local identity.
The expansion strategy relies on flexible franchise and management models, along with technological platforms, its Wyndham Rewards loyalty program, and a global distribution system. The company has approximately 8,300 hotels in more than 100 countries and nearly 855,000 rooms worldwide, solidifying its position as the largest hotel franchisor by number of properties.