Wyndham’s Trademark Hotel Collection adds six new U.S. properties

by | Nov 6, 2017 | Chains

Wyndham Hotel Group is bolstering its portfolio of destination properties throughout the United States. To do so, the company is bringing its Trademark Hotel Collection to six pre-existing independent hotels located throughout the country, introducing the popular soft brand to travelers in locations that range from Southern California, to upstate New York, to Florida, all the way to North Dakota. All told, this expansion effort extends the Trademark Hotel Collection global footprint to almost 60 locations located in four different countries.

This marks somewhat rapid growth for the Trademark Hotel Collection, which first launched earlier this year as a collection of upper midscale and above hotels that each have their own unique aesthetics and strong individuality. This is actually the company’s first soft brand that is specifically geared to independent hotel owners and operators with landmark three and four star hotels that are designed for everyday travelers who prefer their accommodations to have a fierce sense of individuality.

For those who don’t know, a hard hotel brand is something like Wyndham Grand or a Hilton Hotel, while a soft brand collection would be Trademark or Tapestry, brands that are intended to possess appeal for independent hotel owners and operators who might be reticent to take on a hard brand that would require meeting a set of strict company standards but still want to benefit from large hotel company distribution networks. This is where soft brand collections come in. This concept is without question rising in popularity throughout all of the global hospitality industry.

“Independent hotel entrepreneurs are making their mark, over-delivering on our offer to join forces with the world’s largest hotel company, capitalizing on Wyndham’s size and scale while preserving their hard-earned hotel individuality and character,” said Chip Ohlsson, the company’s executive vice president and chief development officer, North America in a statement. “Our newest additions here in the U.S. will deliver sought-after boutique experiences in growing markets at price points everyday travelers can afford – with Trademark, both owners and guests can really have it all.”

These U.S. hotels are not Trademarks only recent additions, with the brand adding more than 50 upper midscale hotels total in the United States and Europe both, totaling more than 9,000 guestrooms. The newest Trademark additions are: The Bricks, A Trademark Collection Hotel, Los Angeles; Hotel at the Lafayette, A Trademark Collection Hotel, Buffalo, N.Y.; Lofts on Pearl, A Trademark Collection Hotel, Buffalo, N.Y.; Safety Harbor Resort and Spa, A Trademark Collection Hotel, Safety Harbor, Fla.; Azure Hotel and Suites Orlando Airport/Convention Center, A Trademark Collection Hotel, Ontario, Cali.; and Home Place Lodge and Suites, A Trademark Collection Hotel, Williston, N.D.

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