PARSIPPANY, NJ — Wyndham Hotel Group, now with more than 8,000 hotels globally, has introduced a new brand concept for upper-midscale-and-above independent properties: The Trademark Hotel Collection.
The brand is intended as a collection of landmark, three- to four-star hotels, independently owned and operated. Wyndham is inviting hoteliers to join The Trademark Hotel Collection brand to take advantage of Wyndham’s scale, distribution, services and loyalty program.
“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.
At launch the brand’s pipeline includes more than 50 hotels. The collection becomes Wyndham Hotel Group’s 19th hotel brand, positioned among the company’s smart and stylish brands alongside TRYP by Wyndham and the company’s newly acquired Dazzler and Esplendor brands focused on boutique and lifestyle travel experiences.
“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% – leaving a market void for independent hoteliers in the upper-midscale segment, the largest segment accounting for 18% of rooms in the U.S.,” said Chip Ohlsson, Wyndham Hotel Group’s Chief Development Officer. “Wyndham is the only hotel company positioned to champion upper-midscale-and-above independent hoteliers so they can compete in an ever-changing distribution environment with brand-backed support and guest recognition and loyalty.”