Wyndham Hotels & Resorts plans to open 12 more hotels in Türkiye by the end of 2026, increasing its portfolio in the country from 138 to 150 properties.
The company discussed the Turkish tourism market and its growth plans at a press meeting held ahead of the Istanbul Tourism Fair. Dimitris Manikis, President of Wyndham Hotels & Resorts EMEA, highlighted the need for global tourism to adapt to geopolitical developments, while Wyndham Türkiye Country Director Arcan Bayraktaroğlu outlined the company’s year-end hotel target and plans for new brands.
Manikis: Türkiye remains a key tourism destination
Manikis said he expected Turkish tourism to deliver another strong performance this year, describing Türkiye as one of the world’s most important tourism destinations.
Referring to more than 60 million tourists, Manikis said Turkish Airlines’ expanding network of routes to new destinations was bringing visitors from different source markets to Türkiye each year.
He noted that last-minute travel decisions had become increasingly important in tourism. According to Manikis, prices have been reduced in an effort to attract more tourists, but Türkiye was not the only country taking such steps amid geopolitical challenges throughout the year. Manikis said many countries had faced similar conditions.
Adapting to changing conditions in global tourism
Manikis said wars and geopolitical developments in different parts of the world were affecting the tourism industry and stressed the importance of countries adapting rapidly to changing conditions.
Assessing Türkiye’s experience in this area, Manikis said: “The strength of Turkish tourism is its ability to adapt very quickly to emerging crises.”
He said global demand for travel was increasing and that tourism would continue to develop despite the challenges facing the industry.
New destinations will emerge, Manikis said, while established destinations will need to adapt to changing travel habits. He also stressed that Türkiye’s tourism offering extends beyond Istanbul.
“Cultural and religious tourism, mountains, second- and third-tier cities are also part of this diversity. In addition to the Aegean, there are beautiful destinations in Anatolia and mountainous regions. Türkiye has a lot to offer visitors,” he said.
Manikis also described Russian tourists as continuing to be one of the most important source markets for Turkish tourism and highlighted visitors from the Balkans.
He said the number of Bulgarian visitors to Türkiye was particularly notable for him, adding that despite regional geopolitical challenges, Türkiye continued to maintain the confidence of major tour operators and airlines.
“I believe in the future of the Turkish tourism market more than ever,” Manikis said.
Wyndham targets 150 hotels in Türkiye by year-end
Arcan Bayraktaroğlu, Wyndham Hotels & Resorts Country Director for Türkiye, said the company currently operates 138 hotels with approximately 22,000 rooms in the country.
The company plans to open 12 additional hotels by the end of the year, taking its portfolio to 150 properties by the end of 2026.
Bayraktaroğlu also provided information on projects currently under discussion.
“We have another pipeline of 38 hotels that we are currently in discussions about. These represent approximately 4,600 rooms,” he said.
Wyndham targets 8–9% growth in 2027
Bayraktaroğlu also assessed the company’s 2026 performance.
He said occupancy at the company’s hotels was 2.4% lower than last year, while revenues remained at last year’s level. He added that Wyndham expected to achieve its budget for the year.
“Our main objective is not to fall below last year’s figures. For 2027, we are targeting growth of 8–9%,” Bayraktaroğlu said.
Upper-upscale brands heading to Türkiye
Wyndham has 25 brands globally and operates 11 of them in Türkiye, according to Bayraktaroğlu.
He said the company aims to expand its presence in the upper-upscale segment.
“We aim to bring our upper-upscale brands such as Dolce Nova and Vienna House to Türkiye and expand our presence in the country with these brands,” Bayraktaroğlu said.
The company’s growth plans cover major cities as well as destinations that have greater potential for cultural tourism development.
Bayraktaroğlu highlighted Southeastern Anatolia, Cappadocia and Central Anatolia, while also identifying ski destinations among the areas targeted for growth, citing the example of Ergan in Erzincan.
Wyndham Garden expands in Türkiye
Wyndham is also continuing to open new hotels in Türkiye under its existing Wyndham Garden brand.
Wyndham Garden Antalya Konyaaltı has opened, while the 93-room Wyndham Garden Istanbul Tuzla Marina, expected to be the brand’s first hotel in Istanbul, is scheduled to open in October 2026.
