Industry NewsBrandsWyndham Launches Soft Brand, The Trademark Hotel Collection

Wyndham Launches Soft Brand, The Trademark Hotel Collection

PARSIPPANY, N.J.—Hospitality giant Wyndham Hotel Group today launched a new independent concept for upper-midscale-and-above hoteliers—The Trademark Hotel Collection. Trademark is designed for independent entrepreneurs who have built an iconic hotel and are looking to boost its distinctive legacy with unmatched support. The brand invites hoteliers who operate landmark hotels with a three- or four-star rating 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. Trademark isn’t just another brand—it’s a rally cry for independent entrepreneurs who aren’t afraid to make their own mark,” said Lisa Checchio, Wyndham Hotel Group’s vice president of brand marketing and insights. “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 TRYP by Wyndham and the company’s newly acquired Dazzler and Esplendor brands which embody boutique and lifestyle travel experiences.

“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.,” said Chip Ohlsson, Wyndham Hotel Group’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.”

With Trademark, Wyndham hopes to make it easier for the everyday traveler to find unique hotel experiences outside of the luxury options currently available to them. Just as no two travelers are alike, Trademark hotels aim to be equally distinctive. Built on the principle that travel is deeply personal, the collection of landmark, independent hotels will enable guests to experience the destination on their terms.

The soft brand is offered to give hoteliers flexible options and benefit from the power of scale that comes with being part of the world’s largest hotel company. Owners may access an experienced team, as well as an in-depth array of services including strategic sourcing, global sales, revenue management, marketing and distribution, operations support, training and affiliation with Wyndham’s hotel loyalty program. Trademark Collection hotels participate in Wyndham Rewards, which has a growing member base of more than 50 million travelers. The program offers members a points earning structure along with a flat, free-night redemption rate.

Wyndham Hotel Group recently added several brands to its portfolio, including Latin American trailblazer Fen Hotels with its design-led Dazzler and Esplendor lifestyle brands, and Dolce Hotels and Resorts, known for groups and meetings, which was acquired in 2015. The company also supports nearly 5,000 franchise owners across its portfolio of brands. The group’s portfolio includes more than 8,000 hotels globally.


Photo courtesy of Wyndham Hotel Group.