Wyndham Hotel Group has launched The Trademark Hotel Collection, a new upper-midscale-and-above concept for independent hotels.
Designed for hoteliers looking to boost properties with a distinctive legacy, the brand invites entrepreneurs who operate landmark, three-four star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty programme.
At launch, the brand’s pipeline includes more than 50 hotels and interested owners of both existing projects and new construction opportunities. The collection marks Wyndham Hotel Group’s 19th hotel brand, positioned alongside TRYP by Wyndham and the company’s newly acquired Dazzler and Esplendor brands.
“Wyndham Hotel Group celebrates the independent spirit of entrepreneurs, supporting nearly 5,000 franchise owners across our portfolio of brands,” comments Philippe Bijaoui, Chief Development Officer EMEA for Wyndham Hotel Group. “Launching a soft brand that supports independent hoteliers was a logical step in our quest to ensure there is a Wyndham hotel for every traveller. Combining the support of a world-class hospitality organisation with the flexibility to meet the needs of independently-minded, entrepreneurial owners, the launch of Trademark makes Wyndham the only hotel group focused on enabling independent hoteliers to thrive in the midscale-and-above segment.”
Trademark seeks to make it easier for travellers to find unique hotel experiences outside of luxury options, whilst owners will have access an experienced team, an in-depth array of services including strategic sourcing, global sales, revenue management, marketing and distribution, operations support, training and affiliation with a strong loyalty programme.
“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,” explains 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.”