Wyndham Hotel Group has launched its newest and 19th hotel brand, The Trademark Hotel Collection, targeting hoteliers operating upper-midscale and above properties.
The soft brand concept will enable hoteliers who operate landmark, three- or four- star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty programme.
“The Trademark Hotel Collection is the next step in our mission to flip the script on existing expectations and champion all hoteliers by offering them an independent choice outside of the current luxury and upscale options available,” said Lisa Checchio, Wyndham Hotel Group’s vice president of brand marketing and insights.
Chip Ohlsson, Wyndham Hotel Group’s chief development officer, added: “The explosion of soft brands in the last several years has been focused on luxury and upscale hoteliers – with demand still growing at a rate of nearly 20 per cent – leaving a market void for independent hoteliers in the upper-midscale segment, the largest segment accounting for 18 per cent of rooms in the US.”
At launch, the brand’s pipeline includes more than 50 hotels and interested owners of both existing hotels and new construction opportunities globally.
