Wyndham Hotels & Resorts concentrates on a focused portfolio that resonates with guests and hoteliers
Ahead of his participation in the panel at ITB Berlin this year, EMEA President Dimitris Manikis told ITB Berlin News about Wyndham Hotels & Resorts’ unique differentiation strategies
Tomorrow’s panel is an opportunity for hotel owners, investors, marketers, and travel professionals to gain a fresh perspective on how to make smart brand choices that create real differentiation.
What are some of Wyndham Hotel & Resorts’ main marketing strategies when it comes to differentiation and branding?
At Wyndham Hotels & Resorts, differentiation isn’t just about having a large portfolio—it’s about having the right brands in the right markets, delivering meaningful experiences for travellers while creating value for our hotel owners. Our approach to branding is centred on three key pillars: smart brand selection, strong guest loyalty, and local market adaptability. One way we stand out is by offering a diverse yet focused portfolio, avoiding unnecessary complexity for owners while ensuring that every traveller—whether they’re a budget-conscious explorer, a business professional, or a luxury seeker—can find a Wyndham brand that meets their needs. Another major differentiator is Wyndham Rewards, which connects guests to over 9,300 hotels worldwide, offering both affordability and accessibility while ensuring that frequent travellers benefit from a consistent, rewarding experience.
What makes these strategies effective?
Our ability to resonate with both guests and hotel owners, balancing global strength with local relevance. We don’t just place a logo on a hotel – we create experiences that match evolving consumer needs while ensuring profitability for our owners. Travellers want recognition, rewards, and reliability – knowing they can expect a trusted, high-quality stay with personalised touches no matter where they’re going. For owners, it’s about leveraging Wyndham’s scale to maximise performance. Through cutting-edge revenue management technology, marketing support, and operational expertise, we ensure hotels attract the right guests at the right time.
What do you hope audience members will take away from your panel participation at ITB Berlin this year? Who should attend?
Our session will examine the value of a strategic, well-balanced approach to brand diversification and highlight what truly drives guest loyalty and hotel profitability. Guests want clear, well-positioned choices that make travel easier, more rewarding, and more personal. Hoteliers, in turn, need brands that are strategic, scalable, and adaptable to shifting consumer preferences. Attendees—whether they are hotel owners, investors, marketers, or travel professionals—will walk away with a fresh perspective on how to make smart brand choices that create real differentiation without unnecessary complexity.
Why is ITB Berlin an important platform for the industry?
For Wyndham, ITB Berlin is an opportunity to connect with partners, and engage in meaningful conversations about how the industry can evolve to meet the changing needs of travellers. As consumer expectations shift—whether towards more sustainable travel, hyper-personalised stays, or seamless digital experiences—ITB Berlin provides the stage to explore current trends and shape the future of hospitality together.
Hall 9 / Stand 110
Hyper-differentiation, business model or CMO-Mania? Who needs 999 hotel brands?
Thursday, 6 March
12:35-13:15 pm
Hall 7.1b Blue Stage
