The American hotel company Wyndham Hotels & Resorts, with a presence in more than 95 countries, is strengthening its strategy in the Greek market, investing in a new hybrid hospitality model that moves between the traditional hotel and the short-term rental apartment. At the heart of its strategy are serviced apartments and branded residences, a form of accommodation that is gaining ground internationally, as it offers flexibility and high service standards.
Speaking on the sidelines of the Resorts & Residences (R&R) conference, Vasilis Themelidis, Regional Director for Southern and Eastern Europe at Wyndham Hotels & Resorts, presented the strategy of the American hotel chain in Greece.
From luxury to affordable quality
Wyndham, one of the largest hotel groups in the world with over 9,000 hotels, sees the market transforming: travelers are looking for the independence of an apartment, but also the security and stability of a recognizable brand. Thus, the model of serviced apartments and branded residences combines the best of both worlds.
As Mr. Themelidis emphasized, branded residences are no longer the exclusive privilege of luxury hospitality. “For years they were associated with the top of the economic pyramid, but times are changing. Travelers want better living, professional management and a recognizable name, without paying too much. Investors, on the other hand, are looking for models with a larger audience and stability in demand.”
It is noteworthy that, according to the latest Branded Residences Report by Graham Associates, midscale and upper midscale branded residences are expected to increase significantly by 2031, covering 36% of the total market volume from 25% today.
Based on this logic, Wyndham is strategically investing in the mid-range of branded residences. With a presence in rapidly growing markets such as India, the Middle East and Southern Europe, it has already created the largest portfolio of branded residences in Central and East Asia. Greece, as Mr. Themelidis emphasized, has a special place in this strategy: “Here, the concepts of “affordable” and “quality” can coexist.”
Wyndham’s Greek investments
The beginning was in 2019, when Zeus International Hotels & Resorts launched Wyndham Athens Residences, bringing the concept of branded residences to the Greek market for the first time. This model is now expanding to other areas:
Wyndham Residences Piraeus Marina Zeas: DKG Development is developing the first Wyndham in Piraeus, a 72-suite complex next to Marina Zeas, which will operate as serviced residences with full hotel services, in the first quarter of 2026.
Ramada Residences by Wyndham, Halkidiki: In collaboration with Sokio Hotels & Resorts, Wyndham is bringing the country’s first Ramada Residences to Halkidiki. The complex of 150 tourist residences is under development and is expected to operate in May 2026.
In parallel, Wyndham is strengthening its presence in the Greek hotel market through partnerships with Mercan Group (Wyndham Corfu Arachavi) and Zafido Holding Ltd (TRYP by Wyndham Piraeus Port), which are bringing new high-end hospitality projects.
As Mr. Themelidis underlined, Wyndham is also looking at secondary or emerging destinations in the country, where there is significant scope for developing quality hospitality infrastructure. “Our strategy is not limited to the well-known islands or large urban centers. We also seek a presence in areas with development potential, where we can offer value to both investors and local communities,” he noted.
The new identity of hospitality
Wyndham’s bet is to create hospitality ecosystems, not just new properties. As Mr. Themelidis noted, the success of branded residences does not depend only on the name, but on consistency, professional management and quality of construction. The trust that a brand inspires today is a matter of reliability and not prestige.
This new hospitality model provides a different response to the modern needs of travelers and investors. It combines flexibility and independence with the stability and experience of an international group. As Mr. Themelidis characteristically stated, “‘average’ does not mean mediocre. It means massive, flexible, stable.” And it is precisely in this balance between the affordable and the reliable that Wyndham is building its new chapter in Greece.
