Wyndham Launches Boutique Brand Dolce Nova for Upper-Upscale Market
Wyndham Hotels & Resorts has unveiled Dolce Nova, its first in-house boutique brand extension targeting EMEA, the Middle East, and India.
Stock photo for illustration only, not from the actual event
- Wyndham Hotels & Resorts launched its new Dolce Nova brand on Monday.
- It is the first brand concept created entirely in-house by the EMEA team rather than acquired.
- The brand targets smaller properties starting at 50 rooms with a target ADR of 250 to 300 euros.
Wyndham Hotels & Resorts has officially announced Dolce Nova, an upper-upscale boutique brand extension originating from its meetings and events-focused Dolce Hotels & Resorts portfolio. The launch was revealed during the Annual Hospitality Conference held in Manchester, England.
Significantly, Dolce Nova marks the very first brand concept ever developed internally by Wyndham’s EMEA team, a major shift for a company that previously acquired 20 out of its 25 existing brands, as noted by Dimitris Manikis, president for Europe, the Middle East, Eurasia, and Africa.
Stock photo for illustration only, not from the actual event
While the original Dolce Hotels & Resorts brand, acquired back in 2015, typically features 200 to 400 rooms and caters primarily to conferences and corporate functions, Dolce Nova is designed with a completely different approach centered on restraint, unique design, and leisure travelers.
The new concept focuses on smaller, leisure-oriented properties starting at just 50 rooms. It operates on a franchise-first model offering owners flexibility around just five or six signature touchpoints, with the first signed property anticipated between late 2026 and early 2027.
"Why would we spend a lot of money to buy something when we actually can create an extension of the Dolce brand and introduce it to a new consumer base?"
Dimitris Manikis, Wyndham's EMEA President
The introduction of Dolce Nova highlights Wyndham's broader strategic push to move up the chain scale toward midscale-and-above rooms, capturing higher fee potentials. This transition is reportedly more advanced in the EMEA region compared to its heavy concentration of economy properties in the United States. Developing concepts internally allows hospitality giants to bypass costly acquisitions while tailoring offerings precisely to emerging leisure travel demands across specific international markets.
Launch priorities for the brand include the Middle East, the CIS region covering Kazakhstan, Uzbekistan, and Georgia, as well as India, where demand for upper-upscale boutique lodging continues to grow.
Source: Skift
Found something wrong in this article? Report an issue with this article
Comments
Leave a Comment