In conversation with Dimitris Manikis - President EMEA at Wyndham Hotels & Resorts

Dimitris Manikis joins Anthony Hunt for a candid exchange on Wyndham’s bold expansion, the new era of travel, and how technology, sustainability, and
individuality are reshaping hospitality across EMEA. Expect sharp insights, future-facing trends, and a glimpse into what’s next for one of the world’s largest hotel groups.

Wyndham’s footprint across EMEA has grown steadily over the past few years. What do you see as the biggest catalysts driving expansion in Europe right now and which markets are showing the most energy?

We recently surpassed 720 hotels across EMEA and our momentum shows no signs of slowing down. Our growth is fuelled by strong travel demand, trusted brands, our people and an Owner-First™ approach that prioritises partnership and long-term success.

Turkey, India, Germany, and Greece continue to deliver outstanding performance, while we’re seeing renewed energy and a strong pipeline across Eastern Europe and the CIS region, particularly Georgia, Romania, and Kazakhstan. Developers are choosing Wyndham for the strength of our brands, the scale of our systems, and the personal relationships that underpin how we do business.

The European traveller is changing fast, with younger guests valuing design, sustainability, and digital ease as much as comfort. How is Wyndham re-shaping its brands to meet those expectations?

Travellers today expect hospitality to be effortless, connected, and meaningful. Across our 25 brands, we are elevating the guest experience through thoughtful design, advanced technology, and authentic local storytelling.

We’ve invested nearly $350 million globally in digital transformation, making it easier for guests to search, book, and stay, while empowering our hotel teams to operate more efficiently. At the same time, our brands are introducing fresh, lifestyle-led design prototypes that bring personality and flexibility to every market, from the contemporary new look of Super 8 to the upscale sophistication of Dolce by Wyndham.

Sustainability is integral to this evolution and is guided by our Wyndham Green programme, which embeds responsible practices into every aspect of operations, from energy efficiency to partnerships that support local communities and reduce environmental impact.

You’ve spoken before about the democratisation of travel. How do you balance scale, thousands of properties, with individuality and authenticity in guest experience?

Democratising travel is about ensuring that great experiences are accessible to all. It is built on accessibility, consistency, and trust, while also celebrating the unique character of every destination. Our brands provide the framework, but our owners bring each hotel to life through local design, culture, and service. That is why we describe Wyndham as a family of independent entrepreneurs united by a shared promise of quality.

Whether it is a boutique Trademark Collection property in Cappadocia.or a Ramada in Copenhagen, guests should experience both the reliability of a global brand and the authenticity of a local host.

Technology and AI are reshaping every industry. Where does Wyndham see the greatest opportunity for innovation in hospitality, both behind the scenes and front-of-house?

Technology should empower people, not replace them. At Wyndham, innovation is focused on enhancing guest experience and simplifying operations for our owners. We are leveraging data and AI to make smarter, faster decisions, from dynamic pricing and demand forecasting to predictive maintenance.

On the guest side, we are focused on creating frictionless stays through mobile check-in, digital keys, and personalised communication powered by the Wyndham Rewards® ecosystem of approximately 121 million members. Underpinning it all is our commitment to using technology responsibly, ensuring that efficiency and convenience never come at the expense of genuine human hospitality.

The sector has become more competitive than ever, from boutique independents to global giants. What gives Wyndham its edge and where do you still see white space to grow?

Our edge lies in scale with purpose. Wyndham combines the reach and resources of a global leader with the agility of a partner-driven organisation.

Our diversified brand portfolio allows us to serve every segment of the market, from economy to upper-upscale, while staying true to our Owner-First™ philosophy. We see significant opportunity in high-growth markets such as Saudi Arabia, Iberia, and India, as well as in the branded residences and extended-stay sectors, where demand for trusted and flexible living options continues to accelerate. There is also strong momentum in conversions as independent hoteliers look to benefit from the stability and reach that come with joining the Wyndham family.

As the lines between business and leisure blur, what trends are you seeing in how Europeans travel and stay? Is ‘bleisure’ still the future, or has something new taken its place?

Bleisure remains strong, but it’s evolving into something broader, what we call blended travel. People are no longer drawing clear lines between work, wellness, and leisure. They want spaces that allow them to do all three seamlessly.

Our hotels are adapting accordingly, with flexible lobbies, co-working areas, curated dining, and wellness amenities that serve both business and leisure guests. Properties such as Wyndham Grand and TRYP by Wyndham exemplify how design, connectivity, and comfort can come together to support this lifestyle.

Wyndham has made major commitments around sustainability and local impact. What does meaningful progress look like to you?

Meaningful sustainability is measured through action, not just ambition. At Wyndham, we embed responsible practices into daily operations, from reducing energy use and waste to supporting education, opportunity, and wellbeing in local communities. The Wyndham Green programme provides practical tools and certifications that help hotels measure and improve their environmental impact, making sustainability achievable on a scale.

Ultimately, it’s not just good for the planet, it’s good business. Guests increasingly choose brands that align with their values, and owners see the benefit through efficiency and long-term cost savings.

Finally, looking ahead five years, what does the next era of hospitality look like? What role do you hope Wyndham will play in defining it?

The future of hospitality will be defined by accessibility, authenticity, and adaptability. Travellers will continue to seek experiences that feel personal, connected, and sustainable, supported by the reliability of trusted brands. At Wyndham, our mission remains simple: to make hotel travel possible for all.

Through our expanding portfolio, our Owner-First™ partnerships, and our growing presence in branded residences and extended stay, we are creating meaningful experiences for our guests while continuing to lead with purpose and create opportunities for people to travel, work, and live better.

Want to learn more about the outlook for the hospitality industry? Download our latest On the EDGE: Hospitality trends in 2026 report.