Wyndham Hotels & Resorts Expands Direct Franchising in China with Nearly 600 Agreements Over Five Years

Published on October 29, 2024

Wyndham Hotels & Resorts has achieved a major milestone in its expansion efforts across China, securing nearly 600 direct franchise agreements over the last five years. This accomplishment underscores Wyndham’s commitment to direct franchising and its owner-first approach, reducing dependence on master licensees and building on its reacquisition of direct franchising rights for the Days Inn brand in China in 2019.

Wyndham has established itself as the largest U.S.-based hotel company in China, with more than 1,600 hotels and 180,000 rooms spread across 13 of its 25 brands. In the first half of 2024, Wyndham signed over 70 direct franchise agreements in prominent markets, including Beijing, Jiangsu, and Guangdong. This rapid expansion aligns with China’s vision of becoming the world’s largest travel and tourism market by 2035, presenting significant opportunities for property owners to capitalize on the surge in domestic and international tourism.

Joon Aun Ooi, President of Asia Pacific at Wyndham Hotels & Resorts, highlighted the advantages of direct franchising: “As China’s tourism sector continues to grow, our industry-leading footprint becomes increasingly valuable. Direct franchising allows us to control our brands’ direction and consistency in China while fostering long-term relationships with franchisees, a cornerstone of our growth strategy.”

Catering to a Diverse Market

Wyndham’s brand portfolio in China spans from economy to upscale accommodations, with nearly 300 hotels opened through direct franchising over the past five years. Notable additions include Hawthorn by Wyndham Dali Erhai Park (the first Hawthorn in Asia Pacific), which offers an urban retreat near Dali’s city center, and La Quinta by Wyndham Weifang South, a modern hotel in Weifang surrounded by scenic Yuhe River views and equipped with extensive event spaces.

Additional flagship properties include:

• Wyndham Garden Qionglai Downtown in Sichuan Province, blending traditional courtyard architecture with modern interiors.
• Wyndham Grand Shanxi Xiaohe Xincheng, part of the Shanxi Xiaohe Xincheng project with over 1,000 rooms, featuring direct access to the Xiaohe International Convention and Exhibition Center.
• Wyndham Shanghai Nanxiang, ideally located in the historic and cultural district of Nanxiang, near major transit hubs, catering to both business and leisure travelers.
• Wyndham Sun Moon Lake in Taiwan, a 15-story hotel with wellness facilities located along Taiwan’s largest natural lake.
• Wyndham Tai’an West at the foot of Mount Tai, providing access to Shandong Province’s natural and cultural attractions, such as the Dai Temple and Mount Tai Global Geopark.

Technology and Support for Franchise Success

The Wyndham Advantage supports franchisees with an array of resources, including innovative marketing, distribution systems, and over $325 million invested in technology over the past six years. Franchise owners benefit from next-generation property management systems and access to Wyndham Rewards, with a global membership base of approximately 112 million.