Wyndham Hotels and Resorts has signed an agreement with LuxUrban Hotels to add 16 existing properties to its Trademark Collection.
The deal will see Wyndham grow the collection by around 1,400 rooms, with properties located in New York, Los Angeles, Miami, Washington, and New Orlean.
LuxUrban Hotels operates over 20 properties in key urban markets across the US, and the agreement “paves the way for additional LuxUrban hotels – including any locations not yet acquired – to join Trademark in the future”.
The 16 properties in the initial deal will join the Trademark Collection, but will also retain their LuxUrban branding.
Wyndham launched its Trademark Collection in 2017, aimed at independent three and four-star properties.
The collection currently counts around 185 properties across the US and Europe. In 2019 it was announced that the Bliss Hotel Southport would become the first Trademark hotel in the UK, but this property is not listed on the Wyndham website, and there are currently no other Trademark hotels in the UK.
Commenting on the news Chip Ohlsson, chief development officer, Wyndham Hotels and Resorts, said:
“We created Trademark Collection by Wyndham specifically to cater to the needs of operators like LuxUrban.
“So many hotels today, particularly those in urban destinations, have a distinct character and unique charm that hoteliers want to hold on to. At the same time, they want the visibility, distribution and support that comes with being part of a well-known brand.
Trademark gracefully bridges that gap, affording hoteliers the opportunity to maintain their independence while unlocking the resources of the world’s largest hotel franchisor.”
