The Peninsula Excelsior Singapore, a Wyndham Hotel, will soon be renamed Wyndham Singapore during its official launch in 2H2024, following an extensive multi-million-dollar renovation.

When asked why the company opted to refurbish instead of a new build, Joon Aun Ooi, president, Asia Pacific Wyndham Hotels & Resorts, stated that this caught the company’s attention as it provided convenient access to Singapore’s main attractions and business centres, and appeals to both leisure and business travellers.

Offering 591 keys, Wyndham Singapore – located in the heart of Singapore’s Civic District – will feature a fitness centre, sauna, two swimming pools, two restaurants, an executive lounge, and a grand ballroom that can accommodate up to 30 tables.

“This property not only serves as a coveted destination, but also as a key stage for introducing the Wyndham flagship brand to this key strategic market. This move highlights our keen interest in debuting the flagship Wyndham brand in Singapore as soon as the opportunity presented itself, underscoring the strategic importance of the city in our growth plans across Asia-Pacific,” he elaborated.

According to Ooi, hotel franchising as a business model has been gaining popularity in Asia-Pacific, and it has grown over the last few years. “In 2023, we saw a strong uplift in franchising deals, where franchising deals was about 60 per cent of all deal types signed across Asia-Pacific. In 2022, this was less than 50 per cent.”

Hotel owners that opt for Wyndham will be able to access Wyndham Advantage, which encompasses advanced revenue generation systems, comprehensive operational support, and a vast database of over 106 million members belonging to the Wyndham Rewards loyalty programme.

“Hotel franchising allows the owners of hotels to tap into a suite of offerings designed to increase revenue, while allowing them to operate their properties in a more cost-efficient way which is particularly important under the current economic climate of inflation and rising costs which eat into the operating margins of a hotel,” he explained.

For now, Ooi is focused on the resurgence of Chinese travellers, with outbound numbers expected to jump from 20 million in 2020 to an estimated 130 million in 2024, fuelled by longer holidays, easier visa processes, and ramp up in flight frequencies.

“Recognising the diverse preferences of these travellers is crucial; they range from digitally-savvy millennials seeking personalised experiences to older generations preferring traditional group tours. Understanding these distinctions is vital, and tailoring our offerings to cater to the varied tastes and requirements of different Chinese traveller segments is essential,” he said.