Hotels: News

Wyndham launches luxury hotel collection

By Jeff Weinstein on 6/2/2021

Wyndham Hotels & Resorts has launched a new soft brand called Registry Collection Hotels geared toward luxury independent owners looking for the might of a big brand distribution platform.

The 21st brand in the Wyndham stable, Registry Collection Hotels will sit a notch above its Trademark Collection soft brand (with 110 hotels). Brand Leader and Vice President of Operations Leo Danese told HOTELS on Tuesday he expects to grow the new luxury brand selectively to 20 to 25 properties within five years.

Danese said the concept has been in the works for a few years now, but was accelerated to market when they found more independent owners looking for increased support during the pandemic.

Registry Collection Hotels debuts with the brand’s flagship resort, the 144-room, all-suite Grand Residences Riviera Cancun. The resort is owned and managed by affiliates of the Royal Resorts group of companies.

Danese said a handful of additional deals have been executed with news expected on further growth before the end of the year. He said his development team is in talks for deals in Europe, the Caribbean and the U.S. Again, he said growth will be more selective to hold to luxury standards and, therefore, create aspirational opportunities for Wyndham Rewards loyalty customers.

The first Registry Collection Hotel is the 144-room, all-suite Grand Residences Riviera Cancun

Danese said there will also be opportunities to develop the new brand in urban markets, including in Europe, but expects initial growth to come in more traditional leisure destinations where there is more pent-up demand. “The fact that we haven’t had a presence in luxury space works to our benefit to meet pent-up demand,” Danese said. “Loyalty members who have a bank full of points will want to spend them at Registry Collection.”

Registry Collection Hotels will differentiate itself with the ownership community, according to Danese, because of Wyndham’s profit-driven, owner-first approach. “That, in turn, drives a better guest experience,” he added. “It gives guests a luxury experience with Wyndham they didn’t otherwise have. We have Wyndham Grand, but this is a true luxury experience with owners who are so attentive to details.”

Danese said fees for owners will be similar to other Wyndham brands. “Marketing will be more strategic than with hard brands,” he added. “It will be more focused on region, segment and niche. There will be more digital marketing and it will also be a part of larger Wyndham marketing campaigns. We can work with owners from a fee standpoint, but the true differentiator is Wyndham’s global reach.”

When asked about average daily rate expectations, Danese said it is more about brand positioning and comp sets for members. “Registry Collection will come in just above Wyndham Grand. They will have more of a presence within their local markets and we expect members to be in the top 5 of the TripAdvisor comp set.”

The Registry brand name is not new to Wyndham as Registry is the name of exchange program with more than 200 high-end fractional resorts. Formerly part of Wyndham Destinations, it is now managed by its partner Travel + Leisure Co. Danese said the hotel collection will be operated completely separately but could look for operational or development synergies where appropriate.

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