Wyndham Hotel Group has launched The Trademark Hotel
Collection, a soft brand for three- and four-star independent hotels.
Properties that join the brand will be able to leverage 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 VP of brand
marketing and insights.
Fifty properties are poised to join the portfolio, either
via commitments from owners of existing properties or from those looking for
new-construction opportunities, according to the company.
While the brand is new for Wyndham, the soft brand concept
is hardly new for the industry. Marriott International, following its
acquisition of Starwood Hotels and Resorts, has
three, in the luxury, upper-upscale and upscale segments. Hilton has two: the
upper-upscale Curio and the upscale Tapestry,
which launched in January and opened its first property under the flag this
week. Choice Hotels International has its upscale soft brand Ascend Hotel
Collection, and Best Western has its upscale BW Premier Collection.
Nevertheless, Wyndham Hotel Group chief
development officer Chip Ohlsson said there's room to grow a soft brand in the
upper-midscale segment, which he said accounts for 18 percent of independent
rooms in the U.S. Trademark is Wyndham's 19th brand, including the two it
acquired from Fen Hotels: Dazzler and Esplendor.