Signum Hotels and Resorts has partnered with Wyndham Hotels & Resorts to operate properties under Wyndham’s Trademark Collection.
This collaboration aims to add 5,000 keys over the next five years, introducing the upscale Trademark Collection by Wyndham brand to the UAE, as well as furthering the brands offering across India and the UK.
“Independent hotel owners in the UAE are looking for strong partners to help them compete in a dynamic hospitality landscape,” says Dimitris Manikis, President EMEA at Wyndham Hotels & Resorts. “Through this collaboration, we are combining Signum Hotels’ strong regional footprint and management expertise with the Wyndham Advantage under the umbrella of our Trademark by Wyndham brand. Our powerful distribution network, our global and regional sales teams, our marketing support and award-winning loyalty programme make Wyndham the right partner for growth. Together, we are creating new opportunities for hotel owners, enhancing guest experiences, and strengthening our presence in this key region.”
Wyndham remains steadfast in its commitment to expanding across the Middle East, with a strong focus on markets that align with regional travel demand, Manikis tells TTN. “For 2025, we are introducing new properties under brands like Wyndham Grand and Ramada by Wyndham in key destinations such as the UAE and Saudi Arabia, designed to cater to both leisure and business travellers.
Our focus is on diversifying our portfolio to match evolving traveller preferences
– Dimitris Manikis
“These projects highlight our ambition to bring diverse and quality hospitality options to the region. With a blend of upscale and premium economy offerings, we aim to create experiences that appeal to both international guests and the region’s thriving domestic tourism market.”
In 2025, Wyndham is exploring new opportunities both in already established and upcoming Middle Eastern markets, including secondary cities in Saudi Arabia and destinations where it doesn’t have a brand presence currently.
“Our focus is on diversifying our portfolio to match evolving traveller preferences. While the Wyndham Grand and Ramada brands continue to be prominent, we are also aiming to grow our Trademark Collection and our premium economy brand’s footprint to meet the increasing demand for products that cater to every traveller. For Wyndham Hotels & Resorts, expanding into new markets aligns with our broader mission to make hotel travel accessible to all while strategically supporting the GCC countries’ visions and plans to further enhance the development and growth of the hospitality industry.”
Saudi Arabia remains a key focus as Wyndham recently signed its third property in Makkah. “The signing of Ramada by Wyndham Mekkah Al Jumaizah marks a pivotal step in Wyndham’s growth in Saudi Arabia. As our third property in Makkah, it underscores our commitment to supporting religious tourism by offering high-quality accommodations that prioritise comfort and accessibility. Strategically located just two kilometres from Masjid Al Haram, this 347-room hotel is set to enhance the midscale segment in the Holy City.”
In collaboration with local partners, this expansion aligns with Vision 2030’s focus on tourism growth, creating job opportunities and strengthening Wyndham’s role as a trusted provider of hospitality in Saudi Arabia’s most revered destination, explains Manikis.
Since the acquisition of the Vienna House brand, Wyndham has been actively expanding its European footprint both in collaboration with the HR Group and standalone. Most recently, 25 new city hotels across Germany, Austria, and the Netherlands have joined Wyndham’s portfolio, with 8 properties rebranded under the Vienna House Easy name. This expansion follows HR Group’s 2024 acquisition of hotels operated by Centro Holding and Centro Hotel Management.
“These newly integrated hotels offer a smart-casual experience that aligns with the Vienna House Easy brand, making travel more accessible for both business and leisure guests, in prime locations across key gateway cities and cultural hubs, ensuring convenience near transport links, business districts, and entertainment venues," says Manikis.
“With Europe seeing impressive tourism figures in 2024, this growth reinforces Wyndham’s commitment to offering travellers more choices while remaining accessible, leveraging its global reach, advanced technology, and renowned Wyndham Rewards programme."