Wyndham Hotels and Resorts President and CEO, Geoff Ballotti.
Wyndham’s CEO Geoff Ballotti

Wyndham has launched a new independent soft brand for upper-midscale-and-above hotels called The Trademark Hotel Collection.

Revealed at the 39th annual NYU International Hospitality Industry Investment Conference in New York yesterday (June 5 local time), Trademark is “designed for independent entrepreneurs who have built an iconic hotel and are looking to boost its distinctive legacy with unmatched support”, Wyndham says.

Wyndham Hotel Group’s vice president of brand marketing and insights, Lisa Checchio, said the brand invites hoteliers who operate landmark, 3-4 star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty program.

“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,” she said.

“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,” she said.

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, which embody boutique and lifestyle travel experiences.

“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.

“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.”

James Wilkinson

Editor-In-Chief, Hotel Management