Wyndham Hotels & Resorts: What makes Armenia attractive for international hospitality business?

Armenia, a country with a rich history and unique culture, is gradually becoming a notable player in the global hospitality industry. The international hotel giant Wyndham Hotels & Resorts, which operates more than 9,200 hotels across 170 countries, sees significant potential for development in Armenia. Vasilis Themelidis, Regional Director for Southern and Eastern Europe at Wyndham Hotels & Resorts, shared in an interview with NEWS.am Tech the reasons behind the company’s interest in the Armenian market, its expansion plans, and the key factors for success in the hospitality industry.

Armenia as a Promising Destination

Wyndham Hotels & Resorts is already present in Armenia, with the Ramada Hotel and Suites operating successfully in Yerevan. The company also plans to open Wyndham Grand in the ski resort town of Tsaghkadzor, which will become the first investment hotel in that region. According to the Wyndham representative, Armenia still lags behind neighboring countries in the development of international hotel brands, which makes the market particularly attractive for investment.

“Armenia is a gem waiting to be discovered,” noted Vasilis Themelidis, emphasizing that the country holds great potential in the hospitality sector.

The HIF 2025 Forum in Yerevan, which Themelidis attended during his visit to Armenia, demonstrates, in his view, the dynamic growth of the hotel sector in the country—reinforcing Wyndham’s belief in its choice.

Keys to Success

For Wyndham, the key factor in success is choosing the right partners. The company emphasizes not just the location or the building, but above all, the people who share its values and vision.

“We don’t choose hotels, we choose partners,” the Wyndham representative highlighted.

Partners must be engaged at every stage—from planning to opening and ongoing operations. This approach requires a thorough review of investment plans and a readiness for long-term cooperation. According to Temelidis, success depends on collaborative work aimed at creating a product that meets both international standards and the local market’s specific characteristics.

Another crucial success factor is planning.

“Planning, planning, and more planning,” Themelidis stressed.

From the very start of the project, he says, it's important to involve experts who can help design a product that meets international guests’ expectations while fitting naturally into the local context.

Particular attention is given to staff training. In countries where the hospitality industry is still developing, like Armenia, it is essential to invest in education and employee development. Wyndham actively cooperates with universities, vocational schools, and public institutions to support the growth of local talent.

“Hospitality is about open arms, and without the right team, a successful hotel cannot exist,” the company representative noted.

Why Wyndham?

Wyndham Hotels & Resorts stands out from competitors due to its extensive portfolio of 25 brands, covering all segments—from budget to luxury. This allows the company to adapt flexibly to the needs of different markets. In Armenia, Wyndham focuses on a personalized approach, taking into account the ideas and goals of local investors.

One of the company’s key advantages is its international loyalty program, Wyndham Rewards, which has around 110 million members. This ensures a stable flow of guests and direct bookings, which is especially important for newly opened hotels. Additionally, Wyndham actively partners with international travel agencies, tour operators, and online booking platforms, giving its hotels access to the global market.

Future Plans

While specific plans for further expansion in Armenia are not being disclosed due to the company’s public status on the New York Stock Exchange, the Wyndham representative expressed confidence that the Armenian market will continue to grow. The company intends to strengthen its presence in the country, focusing on the unique opportunities this region has to offer.