In its inaugural year, Wyndham Hotels & Resorts’ Women Own the Room program expanded women’s hotel ownership with more than two dozen signed deals. 

Women Own the Room, a program launched in January 2022 to advance and empower women entrepreneurs in the predominantly male-dominated hotel industry, has signed more than 30 hotel deals across the United States and Canada, 10 of which are now open. 

“Representation matters. Opening doors for traditionally underrepresented owners unlocks potential and possibility and paves the way for others to follow,” Lisa Checchio, chief marketing officer at Wyndham, said in a company press release. “Women play a critical role in the hotel industry, and Women Own the Room is breaking down barriers to actively change the face of hotel ownership.” 

According to Castell Project’s most recent Women in Hospitality Industry Leadership study, men outpaced women in every hotel leadership position surveyed in 2021, including CEO (94% to 6%), president (92% to 8%), partner (91% to 9%), managing director (83% to 17%) and vice president (64% to 36%). 

However, the study found that women are gaining some ground in the industry, with women now holding one leadership spot for every 10.3 men, up from one to 11.2 in 2019. Wyndham hopes to continue that momentum with its Women Own the Room program.

“Diversity is important in any industry because it uncovers untapped potential, new ideas and the opportunity to reach new people in new markets,” said Bella Silverberg, group vice president, B2B marketing & communications, Wyndham Hotels & Resorts. “It’s important we don’t take a cookie-cutter approach and really tailor our programming to meet the unique needs women face when it comes to ownership. That thoughtful approach to meet the needs of the individual is what moves the needle and sets our owners up for success in the long run.”

In addition to underrepresentation, women in the hotel industry face challenges when it comes to financing and raising capital, having the right resources once they are open to operate effectively and a community of supporters who champion their success, Silverberg noted. 

To tackle these challenges, Women Own the Room offers members personalized operational support and a platform for networking and continuing education in the hotel industry. It also provides members with comprehensive financial solutions, including capital support and reduced initial franchise fees, for new construction and conversion projects. 

Approximately 50% of the hotels affiliated with Women Own the Room are new construction projects, including the soon-to-open Microtel by Wyndham in New Castle, Colorado. Wyndham franchisee Elizabeth Avery expects to break ground on the project later this year. 

“New construction is not straightforward, and costs, timelines and securing financing are not black and white,” Avery said in the Wyndham release. “I know Wyndham is dedicated to my success because of the resources they continue to provide, along with the one-on-one, collaborative approach they take as I work through my custom build.” 

In addition to the planned development projects, 10 hotels opened last year under the Women Own the Room initiative, including new locations for brands including Days Inn, Baymont and AmericInn. 

Women Own the Room member Preeti Singh opened one of the 10 — a newly converted Travelodge in Macon, Georgia. Before opening, the 45-room hotel property was fully renovated with hardwood floors throughout, updated bathrooms, new bedding and other cosmetic improvements.