Wyndham Hotel Group has officially launched its 19th brand.
The hotel giant introduced The Trademark Hotel Collection on Monday, targeting independent hoteliers operating properties in upper-midscale and above categories.
The concept will allow participating hotels to maintain their uniqueness while benefiting from Wyndham's scale, distribution, services and popular loyalty program Wyndham Rewards.
The new brand is launching with a pipeline of more than 50 hotels, including some new construction properties.
"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," Wyndham's vice president of brand marketing and insights Lisa Checchio said in a statement accompanying Monday's announcement.
Wyndham's move comes amid an ongoing soft brand boom. Hilton introduced its second collection brand, the Tapestry Collection, earlier this year. Like Wyndham, Hilton cited the demand for original upscale properties and promises the hotels will maintain the "independent spirit" that make them such a draw in the first place.
"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 Wyndham Hotel Group's chief development officer Chip Ohlsson in a statement.
In addition to services like revenue management, marketing and distribution, operations support and training, Trademark Hotel Collection owners will benefit from Wyndham Rewards, which boasts more than 50 million members.
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The launch of The Trademark Hotel Collection is Wyndham's latest step in expanding its ever-growing footprint. The Parsippany, New Jersey-based company acquired hotel management company Fen Hotels late last year to bolster its room count in Latin America and is now closing in on 20 brands.
It remains to be seen where the first Trademark Hotel Collection properties will be popping up, but Wyndham hinted that it will comprise some of the top urban markets around the world.
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