Wyndham Hotels & Resorts has partnered with Soliteight Hotel Projects SA to expand its Super 8® brand into Spain and Portugal. Over the next ten years, 40 new hotels will open across the Iberian Peninsula. This move is expected to transform the budget travel sector and provide affordable, high-quality accommodations for international travelers.
The expansion is set to meet the increasing demand for reliable, budget-friendly lodging in Southern Europe, benefiting Wyndham’s portfolio and boosting regional tourism.
Expansion Driven by Tourism Growth in Spain and Portugal
Wyndham’s expansion strategy is closely tied to strong tourism growth in Spain and Portugal. In 2024, Spain welcomed a record 94 million international visitors, and Portugal also saw a significant rise in tourism. With Spain’s economy growing by 3.2% in 2024, there has been an increase in domestic travel and business activity, creating a need for more lodging options, especially in smaller cities.
However, both Spain and Portugal still lag behind other European countries when it comes to branded economy hotels, with about a 10% gap in market penetration. This presents a prime opportunity for Super 8 to fill the gap and meet the demand for budget accommodations.
Strategic Rollout to Enhance Traveler Convenience
Wyndham and Soliteight have developed a clear plan for the expansion. The first Super 8 hotel is expected to open in Leiria, Portugal, by the fourth quarter of 2027. Future hotels will be strategically located in major cities across Spain and Portugal, near travel hubs like airports, shopping centers, and transportation routes, catering to both leisure and business travelers.
The new hotels will feature smart, modular designs focusing on energy efficiency and sustainability, meeting the expectations of modern travelers.
Key elements of the strategy include:
- Focusing on urban areas with growing tourism traffic
- Using sustainable construction techniques
- Offering affordable and consistent service
These hotels are expected to support tourism growth not only in major cities such as Madrid, Barcelona, Lisbon, and Porto but also in smaller, emerging markets.
Leadership’s Vision for Southern Europe
Wyndham’s leadership believes the Super 8 expansion will fill a crucial gap in the hospitality sector in Southern Europe. Dimitris Manikis, President of Wyndham Hotels & Resorts in EMEA, stated that this partnership would make quality, affordable accommodations more accessible in a region where demand for such options is high. He emphasized that Southern Europe lacked enough branded economy hotels, and Wyndham’s trusted name could provide consistency and value to travelers.
Rui Alpalhão, CEO of Soliteight, agreed, highlighting that despite record tourism and a 142% increase in RevPAR (Revenue Per Available Room) since 2019, the economy hotel segment remained underdeveloped. Soliteight aims to address this gap by exclusively partnering with Wyndham for Super 8’s expansion.
Economic Impact Beyond Hotels
Tourism analysts suggest that the impact of Wyndham’s expansion will go beyond the hospitality sector. The construction of 40 new hotels is expected to create hundreds of jobs in both construction and hotel operations across Spain and Portugal. Additionally, local businesses near these hotels—such as restaurants, shops, and transportation services—are expected to benefit from the influx of budget-conscious travelers.
Moreover, the Super 8 expansion could help spread tourism to emerging destinations outside traditional hotspots, promoting sustainable tourism growth and economic balance across the Iberian Peninsula.
Related topic:
- ATPI Group Unveils New Events Management Platform
- London Heathrow Reports Revenue Growth Despite Power Outage
- Virgin Atlantic Expands Routes with New Flights to Riyadh and Seoul