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Portugal: what opportunities for Wyndham?

With nearly 850 locations in over 60 countries, Ramada's emblematic red colour is spreading across Europe with the opening of Ramada by Wyndham Lisbon, the brand's first hotel in Portugal.

The opening adds to a growing portfolio of over 120 Ramada by Wyndham hotels all across Europe, including in key destinations such as the UK, Belgium, Germany, Greece, Italy and the Netherlands.

Ramada by Wyndham Lisbon will be operated by Discovery Hotel Management, under a long-term franchise agreement with Wyndham Hotels & Resorts.

Ramada by Wyndham Lisbon is set among the picturesque hills surrounding Lisbon, with panoramic views of the city and the Tagus River, and it is close to the famous Bela Vista Park.

Featuring 300 rooms, the hotel also includes two floors of conference and events space, with 11 meeting rooms and a state-of-the-art auditorium which can accommodate up to 280 people.

Ramada by Wyndham Lisbon is the latest addition to Wyndham Hotels & Resorts’ growing footprint in Portugal, which includes 11 operational hotels under the brand Dolce Hotels & Resorts by Wyndham and TRYP by Wyndham brands.

Portugal: the star rose too high?

On Saturday, February 11, 2012, almost one hundred thousand Portuguese protested in Lisbon against the austerity plan. That year the increases imposed by the financial aid plan caused the deepest recession in Portugal since the return of democracy in 1974 and the unemployment rate reached 16%. Five years later, thousands of tourists from all over the world may be found strolling in the same square of the Palace, enjoying Portugal’s quality of life. The capital is now famous for its gentle way of life and has record tourist arrivals, and the same phenomenon may be observed throughout the country.

As the engine of the national economy, the city seized the tourist opportunities available and took advantage of the deferral of regular clientele to North African resorts to welcome this same clientele to its properties. 

While tourists come to Portugal for rest and relaxation, the national economy runs at full capacity: GDP growth has been revised upwards to 2.3% in 2018 and 2019 by the OECD, and unemployment rates, estimated at 8.2% then 7.4% the following year, will be well below those in France.

If the Portuguese want the upward trend to continue and become sustainable, then it is urgent and essential to capitalize on their heritage and prevent mass tourism from distorting the charm of the country’s cities.

Average daily rates in Lisbon are now higher than in Madrid; the Spanish capital has revised its tourism strategy and is now focusing on upgrading its properties to make its attractiveness durable. The ultimate goal for any destination: long-term tourist attractiveness thanks to continuous reassessment. Lisbon must already reinvent itself in order to last.

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