Wyndham Hotels & Resorts and LuxUrban Hotels have signed a deal that will see the addition of 16 LuxUrban hotels into the Trademark Collection by Wyndham brand later this year.
These hotels represent roughly 1,400 rooms and are spread across Los Angeles, New York, Miami, Washington and New Orleans.
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These properties will retain their LuxUrban branding while being affiliated with and known by the Trademark brand name.
In return, Wyndham will offer sales, financial and operational assistance to support the acquisition-driven, asset-light growth strategy of LuxUrban.
The deal also offers the possibility for further LuxUrban hotels to join Trademark in the future.
LuxUrban Hotels chairman and CEO Brian Ferdinand said: “Our collaboration with Wyndham is a tremendous leap forward for LuxUrban and a validation of our operating model, execution abilities and large opportunity landscape.”
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By GlobalDataWyndham Hotels & Resorts chief development officer Chip Ohlsson said: “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.”
Trademark Collection by Wyndham is designed for three and four-star hoteliers looking to leverage Wyndham’s resources and scale while retaining their hotel’s independent spirit.
Trademark Collection by Wyndham brand has over 185 hotels in 25 countries.
At present, LuxUrban manages a portfolio of hotel rooms at locations including New York, Miami Beach, New Orleans, Washington, D.C. and Los Angeles.
In June this year, LuxUrban signed two separate 35-year master lease agreements to operate two hotels in Times Square in New York City.
