Going soft: Wyndham gets into independent space with Trademark Hotel Collection

Wyndham Hotel Group, which counts the Wyndham Grand brand as part of it's portfolio, launched the Trademark Hotel Collection. (Wyndham Hotel Group jumps into the individual hotels market with its latest collection. )

Wyndham Hotel Group has launched the Trademark Hotel Collection, a new independent hotel brand for upper-midscale-and-above hotels. The brand’s pipeline currently includes more than 50 hotels and interested owners comprise both existing hotels and new-construction opportunities in markets around the world. 

With Trademark, owners will have access to a team of Wyndham employees and various services, including sourcing, global sales, revenue management, marketing and distribution, operations support and training, while maintaining their individuality. They will also gain an affiliation with Wyndham's hotel loyalty program, which has a member base of more than 50 million travelers. 

“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 percent—leaving a market void for independent hoteliers in the upper-midscale segment, the largest segment accounting for 18 percent of rooms in the U.S.," Chip Ohlsson, Wyndham Hotel Group’s CDO, said in a statement. "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.”  

The new collection is Wyndham’s 19th hotel brand, and will add to the company's portfolio of 8,000 hotels worldwide. The company recently added several brands to its portfolio, including Latin America's Fen Hotels with its Dazzler and Esplendor lifestyle brands, and Dolce Hotels and Resorts, which it acquired in 2015.