Wyndham Hotel Group has announced a new brand aimed at landmark three and four-star properties, called The Trademark Hotel Collection.

The group said that its 19th brand launches with a pipeline of “more than 50 hotels and interested owners of both existing hotels and new construction opportunities in top urban markets around the world”.

Wyndham said the brand was aimed at “independent entrepreneurs who have built an iconic hotel and are looking to boost its distinctive legacy with unmatched support”, with properties benefitting from the group’s “scale, distribution, services and loyalty programme”.

Commenting on the launch Lisa Checchio, Wyndham Hotel Group’s vice president of brand marketing and insights 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 of the current luxury and upscale options available.”

Chief development officer Chip Ohlsson said that the “explosion of soft brands in the last several years has been focused on luxury and upscale hoteliers”, leaving a market void for independent hoteliers in the upper-midscale segment, which he said accounted for 18 per cent of rooms in the US.

Wyndham is the latest major hotel company to launch a “soft brand” for independent hotels, with recent examples including Hilton’s Tapestry Collection, Hyatt’s Unbound Collection, and Marriott’s Tribute Portfolio.