Wyndham makes its mark on Soft Brands with the Trademark Hotel Collection


As a part of strengthening its position Wyndham Hotel Group, with an unparalleled portfolio of more than 8,000 hotels globally has 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 programme.

Lisa Checchio, Vice President- of Brand Marketing and Insights, Wyndham Hotel Group, said, “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. 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 the current luxury and upscale options available.”

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.

Philippe Bijaoui, Chief Development Officer-EMEA for Wyndham Hotel Group, said, “Launching a soft brand that supports independent hoteliers was a logical step in our quest to ensure there is a Wyndham hotel for every traveller. Combining the support of a world-class hospitality organisation with the flexibility to meet the needs of independently-minded, entrepreneurial owners, the launch of Trademark makes Wyndham the only hotel group focused on enabling independent hoteliers to thrive in the midscale-and-above segment.”