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.
Launched earlier this year, Trademark is a collection of upper-midscale-and-above hotels with an 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 original 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."
New Trademark Hotel Collection additions in the U.S. 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 STAPLES Center sports arena and adjacent L.A. Live entertainment complex. Owned by hotelier Chul Heay Shin, the space is undergoing a multimillion-dollar readaptation from an office building to a six-story hotel.
Its approximately 200 contemporarily-designed guest rooms 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 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 velvet-dressed chairs, oversized mirrors, and wood floors and furnishings.
The hotel is said to be 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/bar adorned with French art or sip espressos at its Public Espresso coffee shop.
Lofts on Pearl, A Trademark Collection Hotel, Buffalo, N.Y.:
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 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, near several known attractions. The hotel’s one- and two-bedroom suites feature quaint fireplaces, full kitchens and living rooms.
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 is charming at first-look with two etched steel elephants greeting guests at arrival. The hotel, owned by 1945 Hold Suites LLC, offers a warm and friendly California ambiance and features deluxe suites, a 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, according to Wyndham's analysis.
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, 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.”