Wyndham Hotels & Resorts strengthens its commitment to leisure tourism in Latin America

What is Wyndham's proposal for this new edition of WTM Latin America?

We are present at this edition of WTM to reinforce our commitment to the leisure segment. We are participating with a stand featuring 13 hotels, both national and international, each with different needs and approaches, but all aligned with the goal of strengthening relationships with clients in the leisure segment. Our presence at this event allows us to generate new business opportunities, not only with clients but also with media outlets like you.

What relevance does Brazil have for Wyndham in the region?

Brazil is one of our key markets. We currently have 35 properties in the country, five of which were set to open in 2024. It's a market with a deep understanding of leisure tourism, including the group segment. Leisure is sometimes associated solely with sun and sand, but it's much broader: it encompasses everything that isn't corporate.

Brazil also stands out for its distribution capacity, development opportunities, operators, and wholesalers. We are focused on doubling the contribution of our current hotels over the next three years and expanding with 40 new properties. Among the most notable openings is the Wyndham Natal, a 152-room beach hotel with a beach club, planned for later this year.

Which source markets are key for properties in Brazil?

The Southern Cone is crucial due to its proximity and volume. Countries like Argentina, Uruguay, and Chile generate constant demand, even during atypical seasons like the Chilean winter. We also have a growing presence of tourists from Colombia, Mexico, and the United States, but the Southern Cone is definitely the leading source market for our properties in Brazil.

What are the next major openings on the continent?

Last month, we opened the Wyndham Alltra Punta Cana, a spectacular hotel with one of the largest pools in the region and more than 600 rooms. It's primarily geared toward the U.S. market. In May, we will open the Wyndham Grand Costa del Sol Lima Airport, an airport hotel with nearly 400 rooms. Although it's located at an airport, Lima is a culinary and cultural tourism hub, making it a strategic location.

We are also developing a joint venture with Decameron that includes nine properties, three of them in Jamaica (all-inclusive), one in Panama focused on MICE (about two hours from Panama City), and the rest in key destinations such as Puerto Vallarta and Los Cabos.

Wyndham has been developing the all-inclusive format with a more affordable offering. How are you positioning your hotel in that segment?

Our mission is clear: to make it possible for everyone to stay. We offer different price ranges, with a strong focus on the mid-scale segment. Through our Compass tool, we are expanding our presence in the upscale and mid-scale segments. While the economy segment is already well positioned, we are now migrating toward higher-value products.

We currently have approximately 45,000 rooms in the region and plan to add 5,000 more this year. Furthermore, Wyndham is the world's largest hotel franchisee, which clearly defines our business model compared to other chains.

What plans are next for Wyndham in the region after WTM Latin America?

I've been in this position for about a year, and we've focused on reaching out to the key associations in each segment. We actively participate in GBTA as a Platinum sponsor, and we're also strengthening our presence in the leisure segment through trade shows like this one.

We were present at events like Anato, we will participate in IPW in Chicago, and we were also at Fitur with Jimena Faena, our VP of Marketing, with a strategy to scout the Ibero-American market. Our goal is to increase brand awareness, strengthen our globally award-winning loyalty program, and expand our hotel presence.

How is the sales team structured to achieve these objectives?

I lead a team of 11 people, each focused on different segments. We're building bridges with markets like Europe and the United States to fuel interest in Latin America. It's not just about working from the region for the region, but also about attracting international tourism to our destinations. Latin America, today more than ever, can position itself globally as a continent of peace, and that's no small feat in the tourism context.