Wyndham Hotel Group is raising its Trademark Hotel Collection flag at six independent hotels in the U.S., introducing the soft brand 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 independent hotels. It's the first soft brand geared to independent hoteliers with landmark three- and four-star hotels.
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. Additions in the U.S. portfolio 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 hotelier Chul Heay Shin, 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, 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 rooftop bar lounge overlooking the city.
Hotel at the Lafayette, A Trademark Collection Hotel, Buffalo, New York:
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 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, Florida:
Nestled along Tampa Bay just minutes from downtown Tampa, this 172-room waterfront hotel is 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, California:
The entryway to Azure Hotel & Suites Ontario Airport/Convention Center, A Trademark Collection Hotel
Opening November 6, this 167-room hotel and TripAdvisor Certificate of Excellence winner is charming at first-look with two eloquent 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, North Dakota:
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.
Read how soft-branding is giving an edge to the hotel giants.