WING’s hospitality strategy expands through adaptive reuse and brand partnerships

As international travel continues its rebound across Central Europe, Hungarian developer WING is expanding its hospitality portfolio with a focus on adaptive reuse, brand diversification, and airport hotel development. CIJ Europe conducted a Q&A with Dr. Ernő Takács, Deputy CEO of Hotels & Commercial Properties at WING, examining how the company is positioning itself in response to evolving travel trends and market dynamics.
WING’s hospitality activity in Hungary now includes more than 1,000 completed hotel rooms across multiple brands. The company’s most recent projects include the ibis & TRIBE Budapest Stadium and the TRIBE Budapest Airport Hotel—developments that reflect a broader push to introduce global brands and sustainable standards to the local market. Both projects are targeting BREEAM Excellent and Access4you Gold certifications.

“The performance of these hotels has been steady, and we’re seeing improved guest feedback as tourism continues its post-pandemic recovery,” said Dr. Takács. “Budapest remains competitive due to its infrastructure and pricing, but still has room for growth compared to other cities in the region.”

WING is also preparing to open Hotel Indigo Budapest Andrássy, a 103-room property that will feature food and beverage services in the premium segment. The project involves the conversion of an existing office building on Andrássy Avenue and is slated for completion in 2027.

Airport-related developments have emerged as a priority. WING opened the ibis Styles Budapest Airport Hotel in 2018, followed by the adjacent TRIBE Budapest Airport Hotel, developed in partnership with Accor and Budapest Airport. Takács notes that airport traffic is expected to reach 20 million annual passengers in the coming years, supporting continued investment in this subsegment.

Looking ahead, WING is exploring new developments and acquisitions across several categories. These include lifestyle hotels, extended-stay concepts, and select opportunities in the luxury market. In addition to ground-up construction, the company is assessing existing properties for conversion and modernization.

“Our partnerships with international hotel brands provide access to established systems and recognition, but we also remain open to alternative models,” said Takács. “Flexibility is key when aligning project goals with operator expectations.”

As adaptive reuse becomes increasingly relevant in urban development, WING’s hotel division appears poised to integrate architectural repurposing with broader sustainability and commercial goals—although full execution and market impact remain to be seen.

Photo: Dr. Ernő Takács, Deputy CEO of Hotels & Commercial Properties at WING