Wyndham’s Trademark Hotel Collection Spans U.S. with Six New Additions
Hotel giant’s newly launched soft-branded concept takes stake in thriving markets across the country
November 02, 2017 // Franchising.com // PARSIPPANY, N.J. - Bolstering its portfolio of distinctive destinations across the U.S., hospitality powerhouse Wyndham Hotel Group is raising its Trademark Hotel Collection flag at six independent hotels in the U.S., introducing the soft brand to travelers in Southern California, upstate New York, Florida and North Dakota. With these newest additions, Trademark’s global footprint expands to nearly 60 locations across four countries.
Launched earlier this year, Trademark is a collection of upper-midscale-and-above hotels with fiercely independent spirit and individuality. It’s the first soft brand geared to independent hoteliers with landmark three- and four-star hotels designed for everyday travelers seeking unique accommodations.
“Independent hotel entrepreneurs are making their mark, over-delivering on our offer to join forces with the world’s largest hotel company, capitalizing on Wyndham’s size and scale while preserving their hard-earned hotel individuality and character,” said Chip Ohlsson, executive vice president and Chief Development Officer, North America. “Our newest additions here in the U.S. will deliver sought-after boutique experiences in growing markets at price points everyday travelers can afford - with Trademark, both owners and guests can really have it all.”
A New Tide of Trademarks
Trademark is widening its global footprint, adding more than 50 upper-midscale hotels in Europe and the U.S. in the past four months, totaling more than 9,000 guestrooms. Joining award-winning hotels like The INFINITY Hotel & Conference Center in Munich, Germany and the HYPERION Hotel Basel in Basel, Switzerland, notable additions in the U.S. announced today include:
- The Bricks, A Trademark Collection Hotel, Los Angeles:
Securing more than 125,000 square feet of corner real estate in downtown Los Angeles, a new-construction hotel, The Bricks, A Trademark Collection Hotel will be two blocks from the vibrant STAPLES Center sports arena and adjacent L.A. Live entertainment complex. Owned by John Rhee, the space is undergoing a multi-million dollar readaptation from an office building to a six-storied hotel featuring a dramatically-up-lit vertical exterior and an equally striking interior. Its approximately 200 contemporarily-designed guestrooms will highlight crisp and clean angles, structured bedding and seating, bulbous lighting and a signature red-brick accent wall. Adding to the hotel’s flair will be a street-level restaurant, a pool, a fitness center, 10,000 square feet of meeting space and a whimsical rooftop bar lounge adorned in lush greens and flowers overlooking the City of Angels.
- Hotel at the Lafayette, A Trademark Collection Hotel, Buffalo, N.Y.:
Built in 1904 and designed by America’s first female architect Louise Blanchard Bethune, this landmark French Renaissance-style hotel, owned by Earl Ketry and entity principal Bill Casale, features 57 Pan-American-themed suites with magnificent velvet-dressed chairs, oversized mirrors, wood floors and furnishings and premier amenities. Earning TripAdvisor Certificate of Excellence award distinction for its consistently great reviews, the hotel is a crowd-favorite in the Buffalo area for its quality accommodations, historical charm and local conveniences. Guests can grab house brews at the hotel’s on-site Lafayette Brewing Company restaurant and bar adorned with mosaic-tiled backdrops of French art or sip espressos at its Public Espresso coffee shop.
- Lofts on Pearl, A Trademark Collection Hotel, Buffalo, New York:
Also owned by Earl Ketry and entity principal Bill Casale, and sister hotel to the Hotel at the Lafayette, Lofts on Pearl originated as a belt and hose factory in the 1800s. Now transformed into a beautifully-restored boutique-style hotel from the historic Richardson Romanesque J.A. Webb building, the 31-room brick-faced Lofts on Pearl is located in downtown Buffalo’s Brewery District and endears itself to guests with its spacious accommodations and exemplary service. Securing excellent 4.5/5 TripAdvisor reviews as well as TripAdvisor Certificate of Excellence honors, the hotel’s one- and two-bedroom suites feature quaint fireplaces, full kitchens and living rooms. Guests enjoy easy access to sports, entertainment, shopping and dining.
- Safety Harbor Resort & Spa, A Trademark Collection Hotel, Safety Harbor, Fla.:
Nestled along Tampa Bay just minutes from downtown Tampa, this 172-room waterfront hotel is uniquely known for its powerful Espiritu Santo Springs healing waters. The historic landmark, founded in 1925, boasts a 50,000-square-foot sanctuary spa - Florida’s only natural mineral springs resort spa - along with a tranquility garden and a fitness center. Owned by William Touloumis and ranked number one in its market, additional hotel offerings include four on-site restaurants, 30,000 square feet of meeting space and a 65-seat amphitheater.
- Azure Hotel & Suites Ontario Airport/Convention Center, A Trademark Collection Hotel, Ontario, Cali .:
Opening November 6, this 167-room hotel and TripAdvisor Certificate of Excellence winner is charming at first-look with two eloquently-appointed and beautifully-etched steel elephants greeting guests at arrival. The 4.5/5 TripAdvisor-rated hotel, owned by 1945 Hold Suites LLC, offers a warm and friendly California ambiance making guests feel right at home featuring deluxe suites, a stunning living-room style lobby, regionally-inspired dining and a marble fireplace. Growing tourism to the area, including increased inbound flights at Ontario Airport over the last five years and a planned 2018 airport expansion, combined with the hotel’s close proximity to popular tourists spots like Disneyland, make this an opportune growth market.
- Home Place Lodge & Suites, A Trademark Collection Hotel, Williston, N.D.:
Set in the heart of Williston, N.D. and close to major energy and oil companies, this full-service hotel is owned by MMC Ventures LLC and features 109 one- and two-bedroom suites with furnished kitchens and kitchenettes, premier amenities and a Grand Buffet restaurant offering barbeque and Asian cuisines.
Generating $15 billion in the U.S. in 2016 alone, demand for soft-branded hotels has grown at a rate of nearly 20 percent in the last several years, but has been focused on luxury and upscale hoteliers.
“Soft branding is a smart option for today’s hoteliers competing in the under-tapped upper-midscale tier accounting for 18 percent of rooms in the U.S,” added Greg Giordano, vice president, Brand Operations, The Trademark Hotel Collection. “Backed by the Trademark name, we’re amplifying the booking strength of that landmark hotel in your town the locals know by name and visitors eye up for its charm, elevating their everyday availability for even more guests.”
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 53 million travelers. Named a best hotel rewards program for the past three consecutive years by U.S. News and World Report, Wyndham Rewards is the award-winning loyalty program offering members a generous points earning structure along with a flat, free night redemption rate—the first of its kind for a major rewards program. To learn more or to join for free, guests should visit www.wyndhamrewards.com
About Wyndham Hotel Group
Wyndham Hotel Group, hotel giant with an unmatched global presence, is one of three hospitality business units of Wyndham Worldwide (NYSE: WYN). Driving the democratization of travel, Wyndham Hotel Group is elevating the experience of the everyday traveler, changing the game so every traveler - no matter how much they spend or how they like to travel - has an extraordinary experience. As both a leading hotel brand franchisor and hotel management services provider, the company’s global portfolio consists of more than 8,300 hotels and over 708,500 rooms in 78 countries under the following brands: The Trademark Hotel Collection®, Dolce Hotels and Resorts®, Wyndham Grand®, Dazzler® Hotels, Esplendor® Boutique Hotels, Wyndham Hotels and Resorts®, Wyndham Garden® Hotels, TRYP by Wyndham®, Wingate by Wyndham®, Hawthorn Suites by Wyndham®, Microtel Inn & Suites by Wyndham®, Ramada®, Baymont Inn & Suites®, Days Inn®, Super 8®, Howard Johnson®, Travelodge®, Knights Inn® and the recently-acquired AmericInn. Wyndham Rewards®, named a best hotel rewards program for the past three consecutive years by U.S. News and World Report, offers more than 53 million members the opportunity to earn and redeem points at more than 30,000 hotels, condos and homes globally. For more information, visit www.wyndhamworldwide.com.
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SOURCE Wyndham Hotel Group