Wyndham Hotels & Resorts projects to double its growth in Colombia after its participation in ANATO's Tourism Showcase

—What were the objectives and new features that you presented at the Tourism Showcase?

ANATO is one of the most important trade fairs in Latin America for us. We participate consistently every year, and this year we brought 14 hotels, both national and international. It's a space where ideas, new projects, and extensive business networking converge. We have a strong commitment to Colombia, which is why we maintain an active presence year after year.

—What growth plans do you have for the country?

We are projecting to double our size in the coming years. We currently have six hotels in major cities and will add 1,400 rooms in the next two years in strategic destinations such as Santa Marta, Barranquilla, Armenia, and Pereira.

Furthermore, we remain attentive to conversion opportunities and new construction projects. Colombia, as a hub for Latin America, will always be a priority market for us.

—One of the hotels most closely linked to the fair is undergoing a complete renovation…

That's correct. The Wyndham Bogotá is one of the best-located hotels for those attending the Vitrina. It's currently undergoing renovations with an investment of nearly $6 million.

The renovation includes rooms, lobby, business center and lounges, which are among the largest in the Salitre area of ​​Bogotá.

—What is the company's regional strategy towards 2026?

We are a franchised hotel chain and the world's number one in terms of the number of hotels. We have 25 brands and operate in more than 100 countries.

Our strategy combines global knowledge with the strength of local operators. A single strategy cannot be applied in Latin America: each market has distinct sociopolitical realities, airline dynamics, and types of demand. The Caribbean, for example, has a different profile than the corporate environment of some capital cities.

We seek to optimize our tools so that each region achieves the greatest possible contribution and the best return for our investors.

—How do you interpret market behavior today?

We pay close attention to indicators like GBTA's in the corporate segment. We also invest heavily in trade shows like ANATO, where the leisure market represents approximately 40% of the sales generated by the global team in Latin America and the Caribbean.

We adapt our strategy according to the needs and opportunities of each country.

—Which upcoming events will you be attending?

We will be participating in IPW alongside the US team. We will also be at IMEX, GBTA, and Cancun Travel Mart. A consistent presence at international events is key to our regional positioning strategy.

—Beyond the numbers, what are this year's guidelines?

Our focus is on promoting sustainable tourism that generates employment and stimulates related industries such as transportation and aviation. We want to be a driving force that leverages new opportunities and contributes to the economic development of the destinations where we operate.

—The loyalty program is one of the largest in the world. What's new?

Today we have 122 million active members worldwide. It's a very easy-to-use program, with stays starting from 7,500 points.

Beyond the accumulation of points, we seek to generate experiences in our more than 8,300 properties around the world, strengthening the bond with each guest.