From budget to boutique: How Wyndham is riding India’s luxury hospitality wave beyond metros

Wyndham Hotels & Resorts announced a strategic alliance with Cygnett Hotels & Resorts, under which it will introduce two of its global brands—La Quinta by Wyndham and Registry Collection Hotels—in India, Bangladesh, Sri Lanka and Nepal. The partnership is expected to add more than 60 hotels in the region over the next decade.

In line with this approach, Wyndham is doubling down on India’s hospitality market with a clear shift in focus—luxury hotels are not just a metro phenomenon. Instead, the company sees luxury expanding outward, from Tier-3 cities to Tier-1 hubs, as rising infrastructure, disposable incomes, and a booming domestic travel economy reshape the map.

“The plan is to go from Tier-3 to metro centres,” said Dimitris Manikis, president – EMEA, Wyndham Hotels & Resorts. “It’s a circle. You grow in Tier-2, it becomes Tier-1. You grow in Tier-4, it becomes Tier-3. That’s the beauty about India—it’s an evolving circle.”

The bet on India’s deep markets isn’t new for Wyndham, but the strategy is evolving fast. With domestic travel spending touching $186 billion last year and leisure travel spending expected to grow 12% annually, Wyndham sees untapped potential beyond traditional centres. “You open an airport, connecting highway, and Tier-3 has just become Tier-1,” Manikis added, pointing to the Gurgaon example—once a sleepy satellite town, now a booming city.

“We are bringing international expertise, but more importantly, through our global network, we’re introducing India to the world,” said Manikis, highlighting that Wyndham has 115 million Rewards members globally.

Wyndham is already present in India through well-known mid-scale brands like Ramada and Days Inn. But now, the group is looking beyond economy and mid-scale. “Yes, we are the leaders in those segments. But we want to play in luxury as well,” said Manikis. The company is opening its first Wyndham Grand in Udaipur, and is eyeing entry of its upscale Dolce brand too.

The decision to scale luxury in India is rooted in a post-pandemic behavioural shift. “People understand luxury more today than ever before,” Manikis said. “And more owners are now willing to spend that extra mile on luxury properties.”

India’s upper-middle class is growing. While 80% of the market still lies in mid-scale and economy segments, the 10–15% who seek luxury are now more comfortable with brands like Wyndham entering that space.

It’s also about timing, he says. “We found the right destination, Udaipur. The right builder. The right owner. And we brought the right brand at the right time.”

Long-term bet, steady returns

India is now one of Wyndham’s fastest growing markets globally. While the company doesn’t disclose exact market rankings, Manikis confirmed that “we have more signings and more developments here than in many other regions.” Wyndham currently opens 1.2 hotels globally each day—a pace that makes rankings fluid—but India remains a top strategic priority.

“When my CEO Geoff Ballotti  visited India recently, he made it very clear that this market is among our top priorities,” Manikis said.

Ultimately, Wyndham’s approach in India mirrors what Manikis calls a broader transformation post-COVID. “India is not just the workforce anymore—it’s the management,” he said. “This is the decade of hospitality for India. And maybe even beyond.”