PARSIPPANY, NJ—Wyndham Hotel Group has launched a new independent concept for upper-midscale-and-above hoteliers: Trademark Hotel Collection.
“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,” said Lisa Checchio, Wyndham Hotel Group’s VP of brand marketing and insights. “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 TRYP by Wyndham, Dazzler and Esplendor brands.
“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.
With Trademark, hoteliers have flexible options and benefit from the power of scale, as well as an array of services, including strategic sourcing, global sales, revenue management, marketing and distribution, operations support, training and affiliation with the company’s hotel loyalty program.