Wyndham Hotels & Resorts Expands Super 8 Brand into Spain and Portugal

Published: 2025-04-28 11:40:28 ET WH

Wyndham Hotels & Resorts had announced a significant expansion move by partnering with Soliteight Hotel Projects SA to bring the Super 8 brand to Spain and Portugal. Travel experts believed that the introduction of 40 new hotels across the Iberian Peninsula over the next decade could dramatically reshape the budget travel landscape and offer international travelers new high-quality, affordable lodging options.

It was widely suggested that the new development would align with a growing demand for reliable economy accommodations across Southern Europe, providing a major boost not only to Wyndham's portfolio but also to the broader regional tourism economy.

Wyndham's Iberian Growth Strategy Set to Influence Travel Trends

Industry observers noted that Wyndham's decision was firmly rooted in the economic data and tourism growth figures of 2024. Spain had reportedly welcomed a record-breaking 94 million international visitors that year, while Portugal had also experienced a robust increase in tourism arrivals. With Spain's economy growing by 3.2% in 2024, increased domestic travel and business activity had created fertile ground for expanded lodging options, particularly in emerging secondary cities.

However, analysts had pointed out that despite the impressive tourism numbers, both Spain and Portugal continued to lag behind other European nations in the development of branded economy hotels. A notable gap of around 10% in budget brand penetration was reported, presenting an ideal opening for an established and trusted name like Super 8 to meet a significant market need.

Strategic Rollout Plan Aims to Enhance Traveler Convenience

Wyndham and Soliteight were said to have developed a clear roadmap for the project rollout, beginning with the first Super 8 hotel scheduled to open in Leiria, Portugal, by the fourth quarter of 2027. Further properties were expected to be strategically positioned in Tier 1 and Tier 2 cities across Spain and Portugal.

These hotels would reportedly be located near major travel corridors such as airports, busy retail areas, and essential transportation routes, catering to both leisure and business travelers seeking reliable yet affordable accommodation. It was also emphasized that many of the new hotels would feature smart modular designs, focusing on efficiency, energy savings, and sustainable practices in line with modern traveler expectations.

Key elements of the Super 8 Iberian strategy included:

Prioritizing urban hubs with growing tourism traffic

Designing new hotels with modular, sustainable construction techniques

Offering consistent service quality at competitive price points

Such a strategy, according to travel economists, was expected to support tourism growth not only in major cities like Madrid, Barcelona, Lisbon, and Porto but also in underdeveloped but increasingly popular secondary markets.

Leadership Perspective: Addressing Tourism Needs with Smart Expansion

Wyndham's leadership had expressed confidence that bringing the Super 8 brand to Spain and Portugal would bridge a critical gap in Southern Europe's hospitality sector. Dimitris Manikis, President of Wyndham Hotels & Resorts in EMEA, was reported saying that the partnership would make quality, affordable travel more accessible at a time when regional demand was peaking. He pointed out that Southern Europe's booming travel market lacked enough branded economy hotels, and that Wyndham's trusted name could provide travelers with reassurance, consistency, and value.

Rui Alpalhao, CEO of Soliteight, had echoed similar sentiments, emphasizing that despite record tourism and a 142% increase in RevPAR (Revenue Per Available Room) since 2019, the economy hotel segment remained underdeveloped. By exclusively partnering with Wyndham for Super 8 development, Soliteight aimed to address this gap and meet both domestic and international traveler expectations for comfortable and dependable accommodations.

Economic Impact Beyond the Hospitality Sector

Tourism analysts suggested that the ripple effects of Wyndham's expansion would go beyond simply adding hotel rooms. Construction of 40 hotels over ten years was expected to create hundreds of new jobs across Spain and Portugal, both in construction and hotel operations. Additionally, the development was seen as supporting small businesses located near new hotel sites - restaurants, shops, transportation services, and local attractions could all expect to benefit from the influx of budget-conscious yet quality-focused travelers.

Furthermore, by encouraging visitation to emerging destinations beyond traditional tourism hotspots, the Super 8 project could contribute to regional economic balance and sustainable tourism growth across the Iberian Peninsula.

Super 8: A Trusted Global Brand Now Accessible in Southern Europe

Industry insiders viewed the arrival of Super 8 in Spain and Portugal as particularly significant for international travelers familiar with the brand from North America and Asia. With its reputation for offering clean, dependable, and affordable stays, Super 8's presence in Southern Europe could offer peace of mind to visitors wary of inconsistent lodging experiences when traveling abroad.

Wyndham emphasized that Super 8's strong brand identity would be supported by the Wyndham Advantage - a suite of marketing, distribution, and operational resources available to its franchisees. Investments totaling nearly $350 million in technology over the past six years would allow the new hotels access to cutting-edge property management systems and innovative guest service tools. Additionally, affiliation with the Wyndham Rewards loyalty program, which had roughly 114 million enrolled members, would offer global travelers additional incentives to stay at Super 8 properties in Spain and Portugal.

Broader Global Effects on the Tourism and Travel Industry

Travel industry experts predicted that Wyndham's move would influence other major hotel chains to reexamine their strategies in underdeveloped European regions. By demonstrating that travelers are willing to embrace high-quality economy lodging even in markets traditionally associated with upscale boutique hotels, Wyndham's Iberian expansion could trigger a wave of new development focused on affordability without sacrificing service.

Additionally, it was believed that with increased brand competition, travelers could expect greater choices, improved service standards, and better price value across Europe's hospitality landscape.

For travelers, this expansion was seen as opening more opportunities to explore secondary and tertiary destinations in Spain and Portugal - cities and towns rich in cultural, historical, and natural offerings but previously underserved in terms of reliable, affordable accommodations.

Conclusion: A New Chapter in European Travel

The partnership between Wyndham Hotels & Resorts and Soliteight to develop 40 Super 8 hotels by 2035 was viewed as a major milestone for the Southern European travel sector. Travelers, whether visiting iconic cities or venturing off the beaten path, could now look forward to a consistent and trusted lodging experience across the Iberian Peninsula.

As tourism numbers in Spain and Portugal continued to break records, Wyndham's strategic expansion was expected to support the growth sustainably and inclusively, ensuring that affordable, quality travel would remain accessible to all.