Wyndham Hotels & Resorts opened its first managed hotel in South Korea, Wyndham Goseong, Gangwon, marking a milestone in the company’s Asia‑Pacific expansion strategy.
The new property is part of a broader effort to increase direct control and capture higher fee‑based revenue streams, aligning with Wyndham’s shift toward a hybrid model that blends franchising with direct ownership and management.
In addition to the managed hotel, Wyndham announced two new development projects: Howard Johnson by Wyndham Seoul, slated for 2028, and Wyndham Busan, slated for 2030. These projects will broaden the company’s footprint and accelerate its direct‑franchising pipeline in a high‑growth market.
The expansion comes as South Korea’s tourism sector rebounds, with inbound visitors rising sharply. Wyndham’s prior entries—Wyndham Grand in 2023 and Trademark Collection by Wyndham in 2024—set the stage for this next phase.
Management emphasized the strategic importance of the move. Ben Schumacher, Regional Vice President, Operations, APAC, said the South Korean market presents a compelling opportunity and that the new properties will strengthen Wyndham’s global scale and loyalty platform. CEO Geoff Ballotti highlighted the company’s focus on high‑caliber additions and the value of direct management in driving performance.
The new projects are expected to generate fee‑based revenue and ancillary income, supporting Wyndham’s goal of higher margins and operational efficiencies. By increasing its direct presence, the company aims to improve brand consistency and compete more effectively with other global operators intensifying direct management in high‑growth regions.
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