Industry Update
Press Release 5 June 2017

Wyndham Makes its Mark on Soft Brands with The Trademark Hotel Collection

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Trademark Hotel Collection

Strengthening its position as the true champion for hoteliers in every segment, Wyndham Hotel Group - hospitality giant with an unparalleled portfolio of more than 8,000 hotels globally - 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, 3 - 4 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. 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 among the company's smart and stylish brands alongside TRYP by Wyndham and the company's newly acquired Dazzler and Esplendor brands which embody boutique and lifestyle travel experiences.

A New Side of Soft Brands
"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% – leaving a market void for independent hoteliers in the upper-midscale segment, the largest segment accounting for 18% 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."

Trademark makes it easier for the everyday traveler to find truly unique hotel experiences outside of the luxury options currently available to them. Just as no two travelers are alike – Trademark hotels are 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.

Declare Your Independence
With Trademark, hoteliers have 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, best-in-class training and affiliation with the best hotel loyalty program in the industry.

Trademark Collection hotels participate in Wyndham Rewards®, the simple-to-use, revolutionary loyalty program from Wyndham Hotel Group with a growing member base of more than 50 million travelers. Named the number one hotel rewards program by U.S. News & World Report and the most generous hotel rewards program by IdeaWorks, it offers members a generous points earning structure along with a flat, free-night redemption rate– the first of its kind for a major hotel rewards program.

Wyndham Hotel Group is no stranger to the independent spirit of entrepreneurship, supporting nearly 5,000 franchise owners across its portfolio of brands. The company recently added several innovative brands to its portfolio, including Latin American trailblazer Fen Hotels with its design-led Dazzler and Esplendor lifestyle brands, and Dolce Hotels and Resorts, the unequivocal leader in groups and meetings, acquired in 2015.

Related Brand

Trademark Hotel Collection

Strengthening its position as the true champion for hoteliers in every segment, Wyndham Hotel Group - hospitality giant with an unparalleled portfolio of more than 8,000 hotels globally - launched a new independent concept for upper-midscale-and-above hoteliers: The Trademark Hotel Collection.
brand information
Other Brands by Wyndham
AmericInn by Wyndham
Baymont Inn
Days Inn
Dazzler Hotels
Dolce Hotels and Resorts by Wyndham
Esplendor Boutique Hotels
Hawthorn
Howard Johnson
La Quinta by Wyndham
Microtel
Ramada by Wyndham
Ramada Encore
Registry Collection Hotels
Super 8
Travelodge
TRYP by Wyndham
Viva Wyndham Resorts
Wingate
Wyndham Alltra
Wyndham Garden
Wyndham Grand
Wyndham

About Wyndham Hotels & Resorts

Wyndham Hotels & Resorts (NYSE: WH) is the world's largest hotel franchising company by the number of properties, with approximately 9,000 hotels across nearly 95 countries on six continents. Through its network of approximately 803,000 rooms appealing to the everyday traveller, Wyndham commands a leading presence in the economy and midscale segments of the lodging industry. The Company operates a portfolio of 22 hotel brands, including Super 8®, Days Inn®, Ramada®, Microtel®, La Quinta®, Baymont®, Wingate®, AmericInn®, Hawthorn Suites®, Trademark Collection® and Wyndham®. Wyndham Hotels & Resorts is also a leading provider of hotel management services. The Company's award-winning Wyndham Rewards loyalty programme offers over 90 million enrolled members the opportunity to redeem points at thousands of hotels, vacation club resorts and vacation rentals globally. For more information, visit www.wyndhamhotels.com.

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