The Travel Map Is Expanding
While established capitals and coastal hotspots remain vital anchors of tourism and business, travelers are increasingly looking beyond the familiar, seeking experiences that feel more authentic and connected to place. From cultural centres and waterfront communities to regional business hubs, new locations are capturing attention. The journey now starts with what inspires people – whether food, culture, landscape or sport – rather than simply a name on a map.
Social media and new search tools help travelers discover lesser-known destinations, prompting leading hotel groups to look beyond traditional hubs. The data tells a clear story: searches for accommodation in these alternative spots grew 15% faster than in major hubs over the past two years, reaching 34% of regional searches in the first half of 2025. The Financial Times also highlighted this broader shift, including Wyndham’s focus on second- and third-tier cities.
As traveler preferences take new directions, so does our portfolio. We continue to bring our brands to new markets, working with local hoteliers to understand each destination and meet its unique needs. By combining local insight with the strength of our global brands, loyalty programme, technology and AI capabilities, and distribution network, we help our partners capitalise on growing traveler demand and drive performance.
Here are a few examples of how we are responding to these trends through recent brand debuts and market entries:
- Serbia (Danube Waterfront, Golubac): Marking our first Ramada signing in Serbia, this ground-up development will add an internationally recognised hospitality offering to Golubac: a historic gateway along the Danube where eco-tourism and cultural heritage converge. Regional tourist arrivals across Serbia surged 7.9% year-over-year, driven by domestic travel and infrastructure upgrades ahead of Expo 2027.
- Pakistan (Canal Road & Bahria Town, Lahore): Addressing two distinct micro-market needs in Lahore simultaneously by introducing Hawthorn Suites by Wyndham on Main Canal Road to provide extended-stay residential comfort, while deploying Ramada Encore in Bahria Town to deliver vibrant, efficient stays in one of the city’s fastest-growing master-planned communities. A government-led “Explore Pakistan” campaign is also helping raise the country’s global tourism profile.
- India (Vrindavan): The first Vienna House Easy by Wyndham in India, our European lifestyle brand, offering design-led hospitality in a major pilgrimage destination. This launch reflects increasing demand for culturally connected experiences, both at home and abroad, with Switzerland, Italy and France accounting for more than 52% of Indian outbound travel demand to Europe in 2025.
- UAE (Al Marjan Island, Ras Al Khaimah): Launching the world’s first Dolce Residences by Wyndham on Al Marjan Island, combines upper-upscale hospitality with boutique beachfront living. This development taps into Ras Al Khaimah’s rising popularity, which welcomed a record 1.35M overnight visitors in 2025.
Today’s travel landscape is more diverse than ever, shaped by different passions, purposes, and places. At Wyndham Hotels & Resorts, we work closely with partners, governments and industry stakeholders to bring the right brands and experiences to each market. Together, we create long-lasting value for the communities we serve, supporting local economies, and encouraging investment.
Get in touch to find out how you can tap into the next emerging market [email protected]
