Wyndham launches soft brand, Trademark Hotel Collection

Hoteliers who operate three or four-star hotels can retain independence while leveraging Wyndham's scale, distribution, services and loyalty programme

Wyndham Hotel Group chief development officer EMEA Philippe Bijaoui.
Wyndham Hotel Group chief development officer EMEA Philippe Bijaoui.

Wyndham Hotel Group has launched The Trademark Hotel Collection, its latest hotel brand which it has billed as "a new independent concept for upper-midscale-and-above hoteliers".

According to a statement from the company, the brand invites hoteliers who have built or already operate landmark three or four-star hotels to maintain their individual spirit while taking advantage of Wyndham’s scale, distribution, services and loyalty programme.

"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," said Wyndham Hotel Group’s vice president of brand marketing and insights Lisa Checchio. in a statement.

“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 the current luxury and upscale options available.”

“Wyndham Hotel Group celebrates the independent spirit of entrepreneurs, supporting nearly 5,000 franchise owners across our portfolio of brands. Launching a soft brand that supports independent hoteliers was a logical step in our quest to ensure there is a Wyndham hotel for every traveller,” said Wyndham Hotel Group chief development officer EMEA Philippe Bijaoui.

“Combining the support of a world-class hospitality organisation with the flexibility to meet the needs of independently-minded, entrepreneurial owners, the launch of Trademark makes Wyndham the only hotel group focused on enabling independent hoteliers to thrive in the midscale-and-above segment," he added.

Bijaoui continued: “At launch, the brand’s pipeline includes 50 hotels and interested owners of both existing hotels and new construction opportunities in top urban markets around the world. We’re not able to share specifics just yet, but anticipate a strong portfolio of both historic hotels and hospitality landmarks in top destinations as well as up-and-coming markets.”

The collection becomes Wyndham Hotel Group’s 19th hotel brand, positioned alongside Tryp by Wyndham and the company’s newly acquired boutique and lifestyle Dazzler and Esplendor brands.\

With Trademark, hoteliers have flexible options and benefit from economies of scale that comes from being part of a large hotel company. Owners have access to an experienced team of hotel professionals, as well as an array of services including strategic sourcing, global sales, revenue management, marketing and distribution, operations support and training. Trademark Collection hotels also participate in Wyndham Rewards,Wyndham Hotel Group's loyalty programme which has a growing member base of more than 50 million travellers. 

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