Wyndham launches Trademark Hotel Collection brand
Hospitality giant Wyndham Hotel Group has launched The Trademark Hotel Collection – a new independent concept aimed at landmark three and four-star properties.
The move aims to strengthen the group’s position as the true champion for hoteliers in every segment, with the Trademark brand designed for independent entrepreneurs who have built an iconic hotel and are looking to boost its distinctive legacy with unmatched support. The ‘soft brand’ invites upper-midscale-and-above hoteliers hoteliers who operate landmark, 3-4 star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty programme.
Lisa Checchio, Wyndham Hotel Group’s vice president of brand marketing and insights, said: “A trademark is a symbol of character, an emblem of individuality. Trademark isn’t just another brand: it’s a rally cry for independent entrepreneurs who aren’t afraid to make their own mark.
“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.”
At launch, the brand’s pipeline includes more than 50 hotels and interested owners of both existing hotels and new construction opportunities in top urban markets around the world. 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 that embody boutique and lifestyle travel experiences.
Chip Ohlsson, Wyndham Hotel Group’s chief development officer, said: “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 U.S.
“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.”