Skift Take
Like everyone else in hospitality, Wyndham finally has its own soft brand collection to boot.
Wyndham Hotel Group announced a new brand today: Trademark Hotel Collection. The soft-brand collection marks the company's 19th brand and will consist of independent hotels ranging from three to four stars in ratings.
The company said that, so far, the new brand has more than 50 properties in its pipeline of both existing and new build hotels that are primarily located in urban markets worldwide, except it would not reveal any of the properties involved.
The decision on Wyndham's part to launch a soft-brand collection was driven by that fact that there's plenty of opportunity in the market, said Chip Ohlsson, Wyndham Hotel Group's chief development officer.
"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
