Home' Hotel Management : HM AUGUST 2017 Contents segment of the US midscale market, estimated to be worth
USD$20 billion in annual industry revenues”.
He said the brand would champion the traveller who
wants a hotel stay that finally meets their expectations for
the type of hospitality they value most – the basics done
exceptionally well – at a price point about $10-15 less
than IHG’s industry-leading Holiday Inn Express brand.
“ This new brand builds on IHG’s leading position in
the midscale segment alongside Holiday Inn and Holiday
Inn Express,” he said.
“It addresses the needs of a rapidly growing and
underserved segment and we believe it will shape the
future of this unique midscale category.
“ This launch will extend our track record of innovation
and brand development, with a new offering that is right
for our guests, our owners and our shareholders.”
Solomons, who retired from his role on June 30 and
has been replaced by Keith Barr, said the brand was
“created around a set of fundamental values: taking a new
approach to designing everyday travel; appreciating the
value of guests’ every hard-earned dollar, and being direct,
honest and clear”.
IHG expects the brand to be franchise-ready in the
(northern) autumn of 2017 with the first hotels beginning
construction in early 2018 and opening in 2019, with
initial development focused in the U.S. market.
Working hand-in-hand with its owner advisory board,
IHG says the brand’s development has been guided by
feedback from owners and operators to help ensure these
new hotels are efficient to build, operate and maintain.
WYNDHAM LAUNCHES NEW SOFT BRAND
Wyndham used the 39th annual NYU International
Hospitality Industry Investment Conference to launch
a new independent soft brand for upper-midscale-and-
above hotels called The Trademark Hotel Collection.
Wyndham says Trademark is “designed for
independent entrepreneurs who have built an iconic
hotel and are looking to boost its distinctive legacy with
Wyndham Hotel Group’s Vice President of Brand
Marketing and Insights, Lisa Checchio, said the brand
invites hoteliers who operate landmark, 3-4 star hotels to
maintain their individual spirit while taking advantage of
Wyndham’s scale, distribution, services and loyalty program.
“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,” she said.
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“ 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,” she said.
The new brand’s pipeline already includes more than 50 hotels and interested owners
of both existing hotels and new construction opportunities in top urban markets around
The collection becomes Wyndham Hotel Group’s 19th hotel brand, positioned
among the company ’s smart and stylish brands alongside Tryp by Wyndham and the
company’s newly acquired Dazzler and Esplendor brands, which embody boutique and
lifestyle travel experiences.
“ The explosion of soft brands in the last several years has been focused on luxury and
upscale hoteliers – with demand still growing at a rate of nearly 20 per cent – leaving
a market void for independent hoteliers in the upper-midscale segment, the largest
segment accounting for 18 per cent of rooms in the United States,” said Chip Ohlsson,
Wyndham Hotel Group’s Chief Development Officer.
“ Wyndham is the only hotel company positioned to champion upper-midscale-
and-above independent hoteliers so they can compete in an ever-changing distribution
environment with brand-backed support and guest recognition and loyalty.”
TISCH CALLS FOR TRAVEL INDUSTRY TO UNITE
Loews Hotels and Company Chairman and CEO, Jonathan M. Tisch, has called on the
travel and hospitality industry to unite to support pro-travel policies and protect against a
second ‘lost decade’ for global travel to the U.S.
Tisch addressed these topics in his keynote address at the 39th Annual NYU
International Hospitality Industry Investment Conference in New York and called for
the industry to exert its leadership in response to a flurry of recent policies that could
impact international travel to the U.S., including calls for “extreme vetting,” executive
orders on immigration, and the proposed elimination of Brand USA.
Tisch cited the anti-travel environment after 9/11 as a troubling precedent, when
the U.S. lost over USD$600 billion in traveller spending and 467,000 jobs during a ‘lost
decade’ for travel.
“Ending this ten-year slump required a united industry effort to push for pro-travel
policies,” he said. “ We learned some valuable lessons that we need to put into action
Tisch highlighted the need for the industry to communicate travel’s importance to
new political leaders, including its impact on U.S. economic growth, jobs, and the trade
deficit. He noted that travel generated USD$246 billion in U.S. exports last year, cutting
nearly USD$90 billion off America’s trade deficit.
“ Travel drives the U.S. economy,” Tisch said. “It’s our job to engage the new
leadership in Washington to make sure they understand the role we can play in achieving
our shared economic goals.
“If the Trump administration really wants to cut the trade deficit, they ’ll need
According to Tisch, shaping the promised USD$1 trillion infrastructure investment
program opens another leadership opportunity.
“ We need to make sure improving our aviation infrastructure – our airports, runways
and other essentials – is front and center,” said Tisch.
“ We can help achieve these goals by making the travel industry a major player in the
debate over American infrastructure investment.” ■
The CEOs ‘check in’ at NYU 2017
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