Wyndham launches luxury-focused 21st brand

Grand Residences Riviera Cancun in Mexico

Wyndham Hotels & Resorts has launched its 21st brand. Registry Collection Hotels adds a luxury offering to the upper end of the company’s brand portfolio.

The new brand comes as independent luxury hotel owners are seeking out established partners to help them recover from the pandemic.

Registry Collection Hotels will let these owners to maintain their independent style while tapping into the global scale of Wyndham Hotels & Resorts, helping them to drive more direct bookings at a lower cost of distribution.

Owners receive access to an experienced team of hospitality professionals, as well as an in-depth array of services including strategic sourcing, global sales, revenue management, marketing and distribution, operations support and best-in-class training.

“As the hospitality industry continues to rebound, independent luxury hotel owners around the world have approached our development teams seeking sales, marketing and reservations support under a proven and established luxury brand,” said Geoff Ballotti, president and CEO, Wyndham Hotels & Resorts.

“The creation of Registry Collection Hotels was a natural fit, given Registry’s growing global recognition as the world’s largest luxury exchange program with over 200 high-end luxury fractional resorts and the continued successful management of that program by our partner Travel + Leisure Co. (formerly Wyndham Destinations).

"Registry Collection Hotels now fill an important space at the upper end of the Wyndham Hotels & Resorts portfolio, allowing us to very selectively provide support to independent hoteliers around the globe who meet the highest standards of luxury service and accommodations.” 

Read more on our our sister publication Hotel Management