Wyndham’s Dimitris Manikis on taking branded living beyond luxury
Wyndham’s EMEA president on why mid-scale, service-led living is reshaping branded residences — and why long-term performance, not launch-day sales, is the new measure of success
23 May, 2026
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Branded residences have long been shorthand for the top of the market: gleaming towers attached to luxury hotel names, sold on prestige and the speed at which units clear.
Dimitris Manikis, president EMEA at Wyndham Hotels & Resorts, thinks that definition is narrowing just as the opportunity widens. As buyers grow more discerning about how an asset actually performs over time, he states, the real growth is shifting toward the mid-scale and upper-midscale end, where a recognised brand and professional management matter as much at an accessible price point as they do at the luxury one.
We spoke to him about Wyndham’s expanding residences pipeline across the UAE and Egypt, the operational thinking behind it, and what’s driving demand for hospitality-led living.
Can you explain the shift from luxury-only offerings to mid-scale, service-oriented living within branded residences?
Branded residences are evolving beyond a purely luxury-led model. The question is no longer just how quickly these developments sell, but how they perform over time. Buyers today are more informed and are asking more detailed questions about operational credibility, rental programme transparency and how assets are maintained over the long term. Those fundamentals apply across all price points, not just at the luxury end.
This is where the mid-scale and upper-midscale segments are becoming increasingly important.
There is clear demand from buyers seeking the reassurance of a globally recognised brand, but at a more accessible entry point. For Wyndham, this is a natural extension of where we have always been strongest, and it is reflected in projects such as Ramada Residences by Wyndham at Dubai Islands.
How does this model open up new opportunities for developers and investors?
Residential real estate is fundamentally an operational asset class. Long-term value is driven by how well the asset is managed day to day: through service consistency, cost discipline and operational execution. Brand alone is not enough; what matters is the infrastructure behind it.
For developers, working with an established hospitality brand supports buyer confidence and provides access to global demand. Through the Wyndham Advantage, owners benefit from distribution, revenue management, digital marketing and loyalty engagement, including a global base of more than 124 million Wyndham Rewards members.
For investors and end-users, the proposition is about consistency and reliability. Professionally managed residences, backed by established systems and standards, provide a level of operational confidence that is difficult to replicate independently, particularly in markets like Dubai, where short-term leasing can form part of the investment case.
What are some of the key introductions you’ve made to your branded residences product lines recently?
Our focus has been on expanding in line with where we see the most consistent demand, particularly in the mid-scale and upper-midscale segments, which remain relatively underserved.
Ramada Residences is central to that strategy. Following the launch of Ramada Residences by Wyndham at Al Jaddaf, we have recently signed Ramada Residences by Wyndham at Dubai Islands, alongside Wyndham Residences Marjan Beach in Ras Al Khaimah, our first branded residences project in the UAE. We are also progressing Wyndham Hotels & Residences Cairo West, marking our entry into branded residences in Egypt.
Across these developments, the focus is consistent: combining hotel-grade service and brand standards with practical design, liveability and cost structures that support long-term performance rather than short-term positioning.
What is driving demand for flexible, hospitality-led residential concepts?
Demand is being shaped by a combination of structural and lifestyle shifts. We are seeing longer stays, more flexible working patterns, and a growing preference for spaces that combine residential comfort with hotel-level service. In this region, those trends are supported by strong underlying fundamentals. The UAE continues to see sustained population growth, strong tourism performance and high levels of investor confidence, supported by long-term frameworks such as the Dubai 2040 Urban Masterplan.
At the same time, buyers are increasingly looking for flexibility, whether as a primary residence, a second home, or an income-generating asset where regulations allow.
Cost discipline and operational sustainability are also becoming more important as service expectations rise. While the near-term environment remains dynamic, the underlying demand drivers for this type of product remain in place, and we continue to take a long-term view of the region.
What are your next steps for 2026?
Our focus remains on disciplined, partner-led growth. We are continuing to expand our branded residences footprint in markets where the fundamentals support long-term performance, working closely with developers who share that approach.
The Middle East remains a key region for us. Despite a more dynamic near-term environment, the long-term fundamentals — supported by government tourism strategies, infrastructure investment and sustained demand — remain strong, and we are confident in the region’s resilience.
From a broader EMEA perspective, we have seen strong momentum, with 173 new signings and more than 11,500 rooms opened across segments. Ultimately, long-term performance, not just initial sales, will define the success of branded residences. Our role is to ensure every project is operationally sound, commercially viable and positioned to deliver value over time.
























