Lodging companies are using their network might to grow even larger—balance sheet not included.
Wyndham Hotels & Resorts has signed its second strategic partnership in as many weeks, inking an agreement with Hong Kong-based Ovolo Group that will initially involve five Ovolo hotels totaling 450 rooms across Australia and Hong Kong joining the Wyndham hotel brand. Ovolo Group, which retains the Ovolo brand, will continue to own and manage the hotels while exclusively working with Wyndham to source additional development opportunities throughout Asia Pacific.
Earlier this month, Wyndham announced a strategic alliance with Cygnett Hotels & Resorts to expand its presence in South Asia. The 10-year agreement, which will introduce La Quinta by Wyndham and Registry Collection Hotels to the region, is expected to add more than 60 hotels across India, Bangladesh, Sri Lanka and Nepal, with the first openings planned for 2026.
These types of strategic partnerships can be a win-win for global lodging companies: no upfront costs or big investment, while growing fee-based revenue streams.
Ovolo Hotels fashions itself as a forerunner of the lifestyle hotel movement in Asia Pacific. It was founded by Girish Jhunjhnuwala in 2002 as a serviced-apartment company and remains a privately family-owned business under the Hind Group. in 20-plus years, it has five hotels (four in Australia and one in Hong Kong) and also a “By Ovolo Collective” portfolio with five additional hotels.
Beyond the partnership, the five Ovolo hotels are also part of Small Luxury Hotels of the World, which last year formed a strategic alliance of its own with Hilton; however, individual SLH hotels are able to choose to participate in the Hilton Honors program or not. A spokesperson for Wyndham told HOTELS that the hotels will remain part of SLH, but will not participate in Hilton Honors.
Wyndham Hotels & Resorts has gradually looked for opportunities in higher-fee-based segments, something it emphasized on its second-quarter earnings call.
“This partnership marks a significant milestone for Wyndham, further expanding our upscale presence in the Asia Pacific region by combining Ovolo’s strengths in the lifestyle segment with our extensive global network,” said Joon Aun OOI, president of Wyndham Hotels & Resorts Asia Pacific. “The future of travel isn’t about sameness—it’s about spaces with soul, brands with a point of view and experiences that don’t blur into the background.”
The collaboration between Wyndham and Ovolo comes amid a surge of lifestyle hotel development and openings across Asia Pacific. A recent report from JLL forecasted that room supply is projected to grow 34% by 2027, with the segment having xpanded fourfold since 2014, adding nearly 65,000 rooms across the region. “The strong performance and growth potential of lifestyle hotels are attracting significant investor interest across Asia Pacific,” said Xander Nijnens, senior managing director, head of advisory and asset management, JLL Hotels & Hospitality Group, Asia Pacific. “The efficient programming and differentiated offerings of lifestyle hotels are making them increasingly attractive to investors, who recognise their potential for higher returns and long-term value creation.”
The surge comes amid booming consumer demand for experiential travel—valued by McKinsey as a $1 trillion USD opportunity globally—driven largely by younger travelers, including Gen Z.
“Ovolo isn’t just a hotel brand, it’s a lifestyle, a creative force that fuses fashion, art, music and entertainment,” said Shivang Jhunjhnuwala, chief of staff, Ovolo Group. “Since 2010, we’ve built a bold, culture-led brand that disrupts the cookie-cutter hotel experience. Now through our partnership with Wyndham, we’re flipping the script to unlock bold new growth opportunities by franchising a lifestyle brand without diluting its DNA. Wyndham is a global leader in hotel franchising—with the scale, infrastructure, and expertise to help us grow with intention and impact. Just as importantly, Ovolo brings something different—an edge and energy that complements Wyndham’s presence in the upscale lifestyle market.”
The hotels involved in the partnership are located in Sydney, Brisbane, Canberra, Melbourne and Hong Kong and are expected to officially become part of Wyndham’s global portfolio later this fall. Each will be integrated into Wyndham’s sales, marketing and distribution platforms and participate in the Wyndham Rewards loyalty program, which has approximately 120 million enrolled members.
The hotels in the Wyndham alliance will retain the Ovolo brand name, but be given a Wyndham extension. They are:
- Ovolo Central, a Wyndham Hotel
The 41-room property is located in Hong Kong’s central district, near Lan Kwai Fong and SOHO, and features spacuous guestrooms. - Ovolo Nishi, a Wyndham Hotel
The 85-room property is located in the central business district of Canberra, Australia’s capital, and features an eclectic design with hand-picked, vintage pieces. - Ovolo South Yarra, a Wyndham Hotel
The 123-room property is located in Melbourne’s South Yarra neighborhood, with mid-century flair, including bold artwork, chrome finishes and vintage touches. - Ovolo The Valley, a Wyndham Hotel
The 103-room property is located in Brisbane’s Fortitude Valley with retro-modern rooms and stylish décor. - Ovolo Woolloomooloo, a Wyndham Hotel
The 100-room waterfront property is located on the historic Finger Wharf in Sydney.
