Wyndham launches upper-midscale brand

Group launches new brand with independent lifestyle spirit
Wyndham Hotel Group has launched its latest hotel brand – its 19th – The Trademark Hotel Collection, targeting hoteliers who operate properties that are upper-midscale and above.
The soft brand concept will enable hoteliers who run landmark three- or four- star hotels to keep their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty program.
“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.
Chip Ohlsson, the group’s chief development officer, added: “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.”
At launch, the brand’s pipeline includes more than 50 hotels and interested owners of both existing hotels and new construction opportunities globally.
TTG Asia