Trademark Collection by Wyndham grows
This expansion comes at a time when soft brands have strong appeal to independent hotel owners seeking the support of a brand partner
Wyndham Hotels & Resorts (WH&R), the world's largest hotel franchise company, with approximately 9,300 properties in 90 countries on six continents, is expanding its Soft Brand Trademark Collection by Wyndham®, the fastest growing brand in the portfolio of the company, with new hotels in the United States, Canada, and Germany.
Recent openings under this brand include the Cantilever Hotel in Ranier, Minnesota; the Eureka Inn, in Eureka, California; Lakeview Signature in Winnipeg, Manitoba, Canada; and the H + and H4 Trademark Collection hotels in Leipzig, Germany. The Bridgewater Hotel is scheduled to open next month, which will operate as the Trademark Collection by Wyndham in Fairbanks, Alaska.
In addition, in October of last year, WH&R announced the arrival of its Trademark Collection® by Wyndham brand in Mexico and the Caribbean with the incorporation of the Acanto Hotel in Playa del Carmen, Mexico, and plans point to it having more in the country. In 2019 the first brand hotel in the region was opened, the Costa Blu Beach Resort Trademark Collection in Belize. "The Trademark Collection continues to grow rapidly through independent hotel owners worldwide," said Chip Ohlsson, Director of Development for Wyndham Hotels & Resorts.
"That growth is not just a testament to the value of Trademark as one of the most attractive soft brand options out there for independent hoteliers, but also the value of Wyndham, which brings recognition, distribution and loyalty at a time when travelers are seeking names and brands to trust for your future vacations ”, he added.
Trademark's global portfolio comprises more than 8,400 rooms. The brand recently celebrated the start of construction of a new Trademark Collection by Wyndham hotel in Leavenworth, Kansas, which will be a creative re-adaptation of a former parish school and is expected to open in the third quarter of 2020.
Backed by Wyndham
Trademark Collection by Wyndham is the company's fastest-growing brand, registering a 19% increase in the number of rooms in 2019 from a year earlier. This expansion comes at a time when soft brands have strong appeal to independent hotel owners seeking the support of a brand partner, as the industry prepares for the recovery of domestic and leisure travel.
With the Trademark Collection, hoteliers gain access to the 83 million Wyndham Rewards loyalty program members and the company's global distribution network without having to sacrifice the identity and unique brand of their properties. As a leader in the mid-scale and economic segments of the hospitality industry Wyndham has a unique position to support hoteliers in these segments by helping them compete in an ever-changing distribution environment with a supported brand.
Wyndham has a proven track record of room growth during economic downturns in the hospitality industry, driven by its strong value proposition through its portfolio of renowned brands. In the first quarter, Wyndham's conversion portfolio increased 8% globally from the prior year.
Focus on the owner
The success of hotel owners is critical to Wyndham and the company has taken the initiative to put them first to resist and recover from the COVID-19 crisis. WH&R is supporting them, suspending some charges, providing compensation for payments, and deferring some nonessential plans for brand standard improvements.
Additionally, the company announced a multi-faceted long-term initiative to build trust among guests. Under the name of "Count on Us or Count on UsSM", it focuses on further elevating health and safety protocols in WH&R hotels before COVID-19.