In this interview, Gustavo Viescas shares insights on how he leverages his extensive experience to drive Wyndham’s growth in Latin America and the Caribbean. He discusses strategies for maximizing hotel performance, overcoming challenges in launching new brands, the significance of strategic partnerships, and his commitment to operational excellence and guest satisfaction.
How do you envision leveraging your 25 years of experience with Wyndham Hotels & Resorts to drive the development and performance of Wyndham brands in Latin America and the Caribbean?
Having over 25 years of experience within Wyndham Hotels & Resorts has provided me with invaluable insights into the intricate dynamics of the hospitality industry, particularly in Latin America and the Caribbean. Leveraging this extensive experience, our strategy revolves around harnessing the region’s rapidly growing tourism potential while aligning with global travel trends. Take the Dominican Republic, for example, which has emerged as a pivotal market, showcasing remarkable growth and establishing itself as a premier destination. Through strategic alliances with local partners, such as VIVA Resorts, Grupo De Valle, Advance Funds, and Grupo La Chapelle, we’re introducing new properties and enhancing our brand presence in key areas like Miches, Juan Dolio, and Punta Cana. Furthermore, our commitment to offering diverse experiences for guests is exemplified by our continued expansion within the luxury segment with resorts like the Registry Collection hotel in Jarabacoa, catering to guests prioritizing wellness retreats. By tapping into the island’s tourism excellence and leveraging the robust Wyndham Rewards program, which boasts approximately 110 million enrolled members globally, we’re poised to drive sustained growth and deliver exceptional experiences across our portfolio of brands in the region.
Can you provide insight into your strategy for maximizing the performance of both franchised and managed hotels within the region?
Our strategy for maximizing performance across franchised and managed hotels in Latin America and the Caribbean is multifaceted, emphasizing collaboration, innovation, and adaptability. We recognize the diverse needs of travelers in the region, from those seeking upscale, all-inclusive experiences to those exploring eco-friendly retreats. Our mission is to make hotel travel possible for all people. We have a brand for every owner and guest—economy to midscale, all-inclusive to luxury and we enable the travel experiences guests—particularly millennials/GenZ—crave at a price they can afford.
By prioritizing operational excellence, guest satisfaction, and brand consistency, we’re well-positioned to maximize performance and deliver exceptional hospitality experiences across our diverse portfolio of franchised and managed properties in the region. Over the last six, we’ve invested nearly $325 million in technology, and we’ll continue investing. Our investments help every hotel—regardless of size—access the most current innovations our industry has to offer and drive value to owners, and deliver positive guest experiences. We also partner with best-in-class organizations—Sabre, Oracle, Amazon, Adobe, Salesforce, and Ideas—to create a rock-solid, best-in-class tech ecosystem that enables us to innovate faster and help our hotels perform better.
What were the key challenges you faced in launching new brands like Wyndham Alltra and Registry Collection Hotels in Latin America and the Caribbean, and how did you overcome them?
When launching new brands within a region, it’s important to think about market differentiation and brand recognition. Through consumer research, market analysis, and strategic partnerships, we’re thoughtful about how we introduce brands to ensure the strongest performance. For example, collaborations with local developers facilitate seamless integration into communities and enhance brand visibility. We can also lean into our engaged loyalty program, Wyndham Rewards, to serve as a catalyst for brand adoption. Through targeted marketing and alliances with industry leaders like Palladium Hotel Group and Playa Resorts, we successfully established our brands as premier destinations for all-inclusive travel in the region.
Can you elaborate on the significance of the strategic development partnerships you’ve helped close with companies like Playa Hotels & Resorts and Palladium Hotel Group and how they contribute to Wyndham’s growth in the region?
Strategic development partnerships with esteemed companies like Playa Hotels & Resorts and Palladium Hotel Group are instrumental in fueling Wyndham’s growth trajectory in Latin America and the Caribbean. These collaborations not only expand our portfolio offerings but also enhance our brand presence in key markets, catering to diverse traveler preferences. For instance, our partnership with Playa Hotels & Resorts facilitated the launch of Wyndham Alltra Samana, a 400-room all-inclusive property catering to the growing demand for elevated leisure experiences. Similarly, our alliance with Palladium Hotel Group extends our reach into the luxury segment, offering guests access to premium accommodations through brands like TRS Hotels and Grand Palladium Hotels and Resorts. By leveraging the collective expertise and resources of our partners, we’re able to tap into new market segments and drive sustained growth in the region. Additionally, these partnerships enable us to integrate seamlessly with local communities, fostering economic development and enhancing the overall tourism experience. Through collaborative efforts and strategic alliances, we’re well-positioned to capitalize on emerging opportunities and redefine hospitality standards in Latin America and the Caribbean. Guests today look for easy, stress-free vacations that don’t break the bank, and all-inclusive resorts can make that happen. From the Dominican Republic to Mexico, Barbados, and Jamaica, Wyndham allows guests to travel the world—and expanding brands like Wyndham Alltra makes international travel possible for guests of all kinds.
With your extensive experience in overseeing operations for Latin America and the Caribbean, how do you plan to ensure operational excellence across all Wyndham properties in the region while maintaining brand standards and guest satisfaction?
Our strategy focuses on rigorous quality assurance, robust training programs, and a commitment to guest satisfaction. We invest in employee development, leverage technology for monitoring, and collaborate closely with franchisees and property owners. By prioritizing personalized service and fostering a culture of hospitality excellence, we aim to cultivate long-term guest loyalty and elevate the hospitality experience across all Wyndham properties in the region. Guest satisfaction lies at the heart of our operational philosophy. We prioritize personalized service, anticipating guest needs, and exceeding expectations at every touchpoint. By empowering our teams to deliver memorable experiences and fostering a culture of hospitality excellence, we’re able to cultivate long-term guest loyalty and advocacy.
