Orlando-based Magic Development and Wyndham Hotels & Resorts revealed the details of their new branding partnership on Tuesday, including relaunching the company's two vacation-home resorts as Wyndham Trademark Collection properties.
Magic CEO Rodrigo Cunha told GrowthSpotter the company decided to partner with the world's largest hotel company to capitalize on its global reach and 56 million existing customers.
"We chose Wyndham, and Wyndham chose us," he said. "This was a mutual interest. First of all, they have an amazing team from the regional directors through to the CEO. We have a lot of synchronicity working together."
Magic Village and future Magic Place visitors can now book stays through the Wyndham portal and will be able to earn and redeem points from the company's Wyndham Rewards loyalty program. In addition, the current and future owners will be able to exchange their Magic Village nights for stays at Wyndham hotels.
The goal of the company is to have both owners and guests win -- owners with securing and generating income, and guests with a memorable and positive experience, Cunha said.
Magic President Luis Claudio Sinelli said the branding partnership coincides with the company's international expansion. Magic will open offices in China, United Arab Emirates, Colombia, Peru, Mexico and Argentina, strengthening its commercial structure which already had teams operating in Brazil and the United States.
"The new brand positioning reflects the present moment of the company, which operates globally and is expanding its businesses and structure with the opening of new offices worldwide," Sinelli said.
As part of the rebrand, the condominium Magic Village 1 on Tuesday became "Magic Village Yards" and Magic Village 2, which still in active construction, was renamed "Magic Village Views." The two resorts have a combined 374 luxury townhomes that can accommodate more than 2,700 guests simultaneously.
The company's third resort, Magic Village by Pininfarina, which is slated for delivery in March 2020, will join Wyndham's Registry Collection, which focuses on luxury properties. Magic has filed construction plans for the first phase, which includes 453 townhomes immediately south of the $2 billion Magic Place by Pininfarina mixed-use development on W192.
Already under construction, phase 1 of Magic Place is planned to include a 250-key hotel within the first of five dual-residential towers and 80,000 square feet of retail anchored by a 30,000-square-foot food hall.
Cunha said Magic has been negotiating with a different hotel company for the space in the first tower, but that wouldn't preclude Wyndham from opening a hotel in another tower in the 80-acre development.
Magic Development also worked with Brazil-based Touch Branding to refine the company's messaging with a focus on beautiful design and impeccable service.
"We must, as a principle, offer the best experience to our clients, which is why we focus on the beauty of every detail very carefully," Cunha said. "The change in brand positioning is important to demonstrate the group's focus on showing that, while being functional is important, beauty has the power of seducing and transforming."