LuxUrban Hotels has rebranded Blakely Hotel as the Blakely by LuxUrban, Trademark Collection by Wyndham in New York, US.

This is the first LuxUrban property to join the Wyndham Hotels & Resorts brand family.

LuxUrban Hotels chairman and CEO Brian Ferdinand said: “We are thrilled to announce the addition of the Blakely under the Wyndham brand family.”

“This property is now operating on the Wyndham platform that provides best-in-class services and support across marketing, distribution, sales, sourcing and technology.”

In August 2023, LuxUrban and Wyndham Hotels & Resorts signed a deal to add 16 of its hotels to the Trademark Collection by Wyndham brand later this year.

LuxUrban aims to have at least 60% of its existing hotels operating under the Trademark Collection banner by the third quarter of 2023.

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The remaining properties are scheduled to be integrated by the close of the fourth quarter of 2023.

Situated north of Times Square, the Blakely by LuxUrban is an English-style boutique hotel offering 117 rooms.

The hotel also provides access to popular attractions such as Central Park, Carnegie Hall, Radio City Music Hall and the Museum of Modern Art.

Ferdinand added that the rebranded hotel is now a part of the hotel rewards programme called Wyndham Rewards.

LuxUrban has received additional funds from Wyndham in the form of key money.

The company plans to use this money at the Blakely to enhance the guest experience, increase asset value, boost revenue per available room and reinvest in business growth.

Last week, the company unveiled plans to expand its business using non-dilutive funding options.