Wyndham has become the latest global hotel group to launch a “collection” – a group of properties that retain their independent identity whilst harnessing the support and benefits of a large chain.
The company’s new Trademark Hotel Collection is designed for “upper-midscale and above” hotels. At launch, the brand’s pipeline includes more than 50 hotels, including existing properties and new-builds in “top urban markets around the world”.
The collection becomes Wyndham’s 19th hotel brand. It will be positioned alongside the company’s modern lifestyle brands, such as Tryp by Wyndham and the newly-acquired Dazzler and Esplendor.
“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,” said Lisa Checchio, Wyndham’s vice president of brand marketing and insights.
The majority of the world’s major hotel groups have launched a high-end soft-brand in recent years, such as Marriott’s Autograph Collection, Hilton’s Curio Collection, AccorHotels’ MGallery, Carlson Rezidor’s Quorvus Collection and Hyatt’s Unbound Collection. But these are almost exclusively targeted at the top-end of the market; even Best Western’s BW Premier Collection is classed as an upscale brand. Wyndham’s Trademark Hotel Collection breaks the mould by targeting the upper-midscale sector.
“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,” said Chip Ohlsson, Wyndham’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.”
Trademark will allow hotel owners to access the company’s global support network, including sales, revenue management, training, marketing and distribution. Member hotels will also participate in the company’s loyalty programme, Wyndham Rewards.