by Cheryl-Anne Sturken | November 28, 2018
Wyndham Hotels & Resorts has announced that it has added 12 properties -- all in Canada -- to its Trademark Collection of upper-midscale independent hotels. Five have opened in British Columbia and Ontario, while another seven are slated to open within the next year in Nova Scotia, New Brunswick, Alberta and Saskatchewan. These additions will bolster the brand's footprint to more than 100 hotels in North America and Europe.
Marriott and Hilton seem to have made a contact sport of the soft-brand game, with Marriott growing its Autograph and Tribute portfolios and competitor Hilton its Curio and Tapestry brands. Wyndham has been a bit slower to join the fray, but in just 18 months since the launch of Wyndham's Trademark Collection, the portfolio has swelled to 50 hotels across the United States.
The first properties to fly the Trademark flag in Canada include the 94-room Georgian Bay Hotel & Conference Centre in Collingwood, Ontario, which features 9,400 square feet of meeting and event space, and the 67-room Plaza Hotel in downtown Kamloops, British Columbia.
"This global momentum is a testament to Trademark's mounting appeal as one of the most compelling soft-branded offerings for independent hoteliers across the globe," said Greg Giordano, vice president of brand operations for the Trademark Collection by Wyndham, in a statement announcing the new signings. "These recent landmark additions, located in some of Canada's most coveted travel spots, underscore what it means to be a Trademark hotel -- unmatched character, charm and individuality. These hotels are now backed by the global distribution power of a leading hospitality name in Wyndham, and a team passionate about driving more travelers through entrepreneurial hoteliers' doors every day."