Hotel franchising company Wyndham Hotels & Resorts continues its expansion with the opening of a new Days Inn hotel in Jinping, Shantou, marking its 100th branded property in China.

This opening highlights the company's growth since regaining direct franchising rights for the brand.

The expansion is strategically timed to capitalise on the anticipated rise in China's travel sector, which is expected to ascend to the top position globally within the coming ten years, said Wyndham.

Over the past five years, Wyndham's Days Inn brand has consistently achieved an annual growth rate in the double digits for its number of rooms in China.

This performance has played a significant role in boosting Wyndham's direct franchising operations by 14% during the same timeframe.

Looking forward, the brand maintains a robust trajectory with its Chinese development pipeline increasing by 25% year-over-year as of the first quarter's end. The growth of Wyndham's direct franchise segment has proven financially beneficial, with revenue per available room from franchise fees doubling since 2018. 

Wyndham Hotels & Resorts Asia Pacific president Joon Aun Ooi said: “Wyndham has a leading footprint in China, and we intend to build on that strong foothold in the years ahead.

“With Days Inn, we’re offering a quality, reliable brand that suits the needs of owners and guests, all powered by the backing of the world’s largest hotel franchisor.”

The new four-star Days Inn hotel in Jinping features 83 rooms and a range of amenities including a fitness centre, breakfast buffet, and a business centre.

It is positioned between the commercial hub of Jinping District and Shantou Bay and seeks to cater to both business and leisure travellers.

Days Inn by Wyndham Shantou Jinping owner Xiaoyi Lin said: “At Days Inn by Wyndham Shantou Jinping, we’re integrating the essence of Chaoshan culture with modern hospitality.”

Days Inn's presence spans around 60 major cities in China, encompassing Beijing, Chengdu, and Harbin.

Wyndham's expansion in China is supported by the Wyndham Advantage, which includes nearly $350m in technology investments over the past seven years, providing owners with access to property management systems and other resources.

Wyndham Hotels & Resorts operates approximately 9,300 hotels in more than 95 countries across six continents, with a portfolio of 25 hotel brands.

Last October, the company unveiled advancements in its direct franchising business in China, having signed nearly 600 agreements in the country.