Patriot American Hospitality, Inc. & Wyndham International, Inc. Announce Plans for UK and Europe
Initial expansion will include conversion of Arcadian properties to Wyndham brand; Continued growth of Malmaison also announced
During the World Travel Market in London yesterday, Patriot American Hospitality, Inc.
In addition, the company that was known as Arcadian International will now become two divisions of the parent company and will be known, respectively, as Patriot American Hospitality Europe and Wyndham International Europe. Robert Breare, the chief executive officer of Arcadian International, has been named president of both divisions.
Key elements in Patriot's plans include the conversions of the 12 historic hotel properties formerly owned by Arcadian International, to the Wyndham brand over the next 12 months. In addition, Patriot American will maintain Malmaison as a second proprietary brand and expects to expand the brand throughout capital and gateway cities in Europe. According to Robert Breare, "Wyndham will boost the existing, highly successful network of historic-style hotels, close to major business centers, with easy access to motorway and rail networks, through the development of additional rooms, conferencing and leisure facilities at the existing hotels." Additional growth may result from selective acquisitions as strategic for the Companies and the brands.
The Arcadian portfolio already consists of 12 hotels -- 10 in England, one in Jersey and another close to Paris Charles de Gaulle Airport. Approximately 15 million pounds have been invested in the renovation of these properties in the past four years. All have substantial conference and banqueting facilities, and most have leisure clubs. The majority of the hotels occupy country houses and mansions, some dating from the 17th and 18th centuries, and most have extensive grounds and landscaped gardens. Arcadian has achieved a high reputation in the UK for its standard of food and beverage and a number of its restaurants have won awards, said Mr. Breare. Club Arcadian, a customer loyalty program, was voted Best Business Travel Marketing campaign by the Hotel Marketing Association of the Chartered Institute of Marketing in 1996.
Patriot American/Wyndham International also have a 50/50 partnership with Conran and look forward to the spectacular opening of the Great Eastern Hotel in the late autumn of 1999.
As part of Patriot American/Wyndham International's strategy to convert what were the Arcadian properties to the Wyndham brand, the Companies have commissioned a major market research study to assist in branding decisions for 1999.
According to James D. Carreker, chairman and chief executive officer of Wyndham International, "We recognize that in Europe, we now have two strong and complementary brands. The Arcadian properties, which will be converted to the Wyndham brand, offer guests a collection of the very best of historic style hotels, while the unique Malmaison brand, with its international reputation for style, food and value, will continue to offer a special alternative to mainstream city hotels. We look to these two businesses to expand our presence in the UK and into Europe, and to introduce our own Wyndham values of service and product consistency, for which we are renowned in the North American lodging industry, to these important, global markets," he said.
All of Wyndham International Europe and Malmaison hotels will be connected to Wyndham's ISIS 2000 GDS reservations system by the end of January 1999, which represents an important initiative designed to drive global distribution for the brands, Mr. Carreker said. In addition, Wyndham International Europe will be establishing an international sales office in London to market and sell Wyndham Hotels & Resorts properties in North America and the Caribbean.
Wyndham Hotels & Resorts is an upscale, full-service hotel chain with products located in urban, suburban, and select resort markets and tailored to best serve its core customer, which include business and leisure travelers. The Wyndham brand is composed of four products: Wyndham Hotels, Wyndham Grand Heritage Hotels, Wyndham Resorts and Wyndham Garden Hotels. For reservations, call a travel planner, Wyndham Hotels & Resorts at 800/WYNDHAM, or visit Wyndham on the Internet at
Based in Dallas, Texas, Patriot American Hospitality, Inc. is currently the nation's second-largest hotel real estate investment trust and, together with its operating company, Wyndham International, owns, manages, leases and franchises 486 hotel and resort properties representing more than 105,000 rooms. Its paired operating company, Wyndham International, controls the operations of Grand Bay Hotels and Resorts, the Wyndham Hotel Group (comprising Wyndham Hotels, Wyndham Resorts, Wyndham Garden Hotels, Wyndham Grand Heritage and Malmaison), the All-Suites division, including Summerfield Suites, and Patriot American Hospitality Management Company, which provides management services for third-party owned hotels and resorts.