Wyndham Hotels & Resorts is reinforcing its long-term commitment to China while expanding its franchise-led growth strategy across Asia-Pacific, positioning the region as one of its most important engines for future development.
During a media briefing in Singapore, the world’s largest hotel franchisor by property count outlined how changing travel patterns, younger Chinese consumers and rising demand for destination-driven experiences are shaping its expansion plans. The company believes China will remain a cornerstone of its Asia-Pacific strategy while opportunities continue to emerge across secondary cities and regional markets.
According to Joon Aun Ooi, President, Wyndham Hotels & Resorts Asia Pacific, Asia-Pacific remains one of the world’s fastest-growing travel markets, with regional economic growth and tourism demand continuing to support hotel development. Ooi said Wyndham added more than 500 direct-franchise and managed hotels, representing around 80,000 rooms across more than 20 Asia-Pacific markets between 2020 and 2025, with growth led by China, South Korea, Southeast Asia and Australia. These figures were shared by Ooi during the media briefing.
China Remains a Strategic Growth Market
Wyndham views China as a long-term growth driver despite changing travel preferences.
The company says Chinese travellers are increasingly moving beyond traditional gateway cities in favour of destinations offering authentic cultural experiences, natural attractions and wellness-focused tourism. To capitalise on this shift, Wyndham is balancing its development pipeline between major metropolitan markets and emerging leisure destinations.
One recent example is the opening of Wyndham Grand Yichang Riverside in Hubei Province. Developed in partnership with Hubei Three Gorges Tourism Group, the hotel combines premium accommodation with scenic Three Gorges cruises and curated local tourism experiences, reflecting Wyndham’s strategy of bringing upscale brands into high-potential secondary destinations.
Commenting on the strategy, Eyvonne Lin, Vice President of Marketing and Commercial Performance, Asia Pacific, said: “Chinese consumer demand is diversifying rapidly. Travellers are increasingly seeking out destination-driven locations rich in culture, niche experiences, and natural resources. This shift creates an incredible runway for our premium brands in emerging markets.”
Lin also noted that travellers aged 25 to 34 are now the fastest-growing segment of Chinese outbound tourism and increasingly rely on digital platforms such as Xiaohongshu and TikTok when planning trips.
Franchising Remains the Foundation
Franchising continues to be the cornerstone of Wyndham’s business model across China and the wider Asia-Pacific region.
Ooi described Wyndham as operating a pure-play franchising model, enabling hotel owners to retain operational independence while benefiting from the company’s global reservation systems, sales network, revenue management tools, marketing capabilities and Wyndham Rewards loyalty programme.
The company also revealed that around 25% of all new hotel agreements signed annually in Asia-Pacific come from existing ownership groups, highlighting strong franchisee confidence and repeat investment across the region.
Wyndham further said it maintains strict territorial protections to avoid oversaturating markets, with Ooi noting that the company has declined development opportunities in densely supplied resort destinations to protect the long-term performance of existing franchisees.
Technology and Sustainability Support Franchise Owners
Technology continues to play a central role in Wyndham’s owner-first strategy. The company has invested more than US$450 million globally in technology infrastructure, focusing on digital tools that improve operational efficiency, enhance guest experiences and generate higher returns for hotel owners.
Michael Yu, Head of Finance, Asia Pacific, said: “Our profitability is tied to two core dimensions: how we continue to expand our footprint successfully, and how we continuously optimize our ongoing operations. When our properties maximize their top-line revenue, streamline their operations, and increase their bottom-line return on investment, Wyndham’s profitability naturally increases alongside theirs.”
Speaking about artificial intelligence, Yu added: “We do not view artificial intelligence, generative technology, or robotics as tools to replace human labour or simply cut costs. Instead, we see technology as a powerful enabler, an enhancement designed to elevate the guest experience, maximize operational efficiency, and drive stronger bottom-line returns for our owners.”
Alongside digital transformation, Wyndham continues to roll out its Wyndham Green sustainability programme across the region. The initiative incorporates smart energy management, water conservation systems, food waste reduction technologies and the elimination of single-use plastics, positioning sustainability as both an operational advantage and a value driver for franchisees.
Wyndham Hotels & Resorts is the world’s largest hotel franchising company by number of properties, with approximately 9,300 hotels across more than 95 countries operating under 25 hotel brands. Its asset-light, franchise-first business model enables hotel owners to leverage Wyndham’s global distribution, technology, marketing and loyalty ecosystem while retaining ownership of their properties. The company’s Wyndham Rewards programme has more than 120 million enrolled members worldwide.
As travel demand across Asia-Pacific becomes increasingly diverse, Wyndham’s continued investment in China, combined with its franchise-focused operating model, positions the company to capture long-term growth while creating new opportunities for hotel owners and developers across the region.
