Wyndham is making its mark in the independent soft brand sector.
It has announced the upcoming launch of Trademark Hotel Collection, which will focus on three to four star hotels, which the company says is underrepresented in the market.
"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 US," said chief development officer Chip Ohlsson.
"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.
Trademark will become its 19th brand.
So far there are about 50 existing and new build hotels being lined up for the soft brand although specific locations haven’t been disclosed.
Trademark Collection hotels will be included in loyalty program Wyndham Rewards and hoteliers will benefit from its scale in global sales, revenue management, marketing and distribution.
