Wyndham Hotel Group launched a new independent concept for upper-midscale-and-above hoteliers identified as The Trademark Hotel Collection. The new collection is said to be designed for independent entrepreneurs who have built an iconic hotel and are looking to boost its legacy through Wyndham.
The brand invites hoteliers who operate landmark, three- and four-star hotels to maintain their individual spirit while taking advantage of Wyndham's scale, distribution, services and loyalty program.
"A trademark is a symbol of character, an emblem of individuality,” said Lisa Checchio, Wyndham Hotel Group's VP of brand marketing and insights. “Trademark isn't just another brand: it's a rally cry for independent entrepreneurs who aren't afraid to make their own mark. 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."
At launch, the brand's pipeline includes more than 50 hotels and interested owners of both existing hotels and new construction opportunities in top urban markets around the world. The collection becomes Wyndham Hotel Group's 19th hotel brand, positioned alongside existing brands, such as TRYP by Wyndham and the company's newly acquired Dazzler (boutique) and Esplendor (lifestyle) brands.
