Trademark Collection by Wyndham

Launched in 2017, Trademark Collection by Wyndham is one of the hospitality industry’s fastest-growing soft brands. Designed for independently minded upper-midscale and above properties, the collection celebrates individuality at every turn. Just as no two travelers are alike, every Trademark hotel is distinctive—taking on the character of the place in which it is built.

What sets Trademark Collection apart is its “soft brand” approach. Unlike traditional hotel brands that carry the same logo and brand identity across all properties, Trademark Collection hotels retain their own names, logos, and unique spirits while leveraging Wyndham as a co-brand. This allows independent hotel owners to preserve the vision and character that make their properties special, while gaining access to the scale, resources, and expertise of the world’s largest hotel franchisor.

For hoteliers, Trademark Collection offers the best of both worlds: the freedom to stay independent combined with the power of Wyndham’s global distribution, world-class marketing, advanced technology, and revenue management support. Owners also benefit from Wyndham Rewards—the #1-ranked hotel loyalty program with more than 100 million members. As Leo Danese, Vice President of Lifestyle Brands at Wyndham Hotels & Resorts, puts it: “Independent hotel owners don’t want to trade their identity for scale—and with Trademark Collection by Wyndham, they don’t have to”.

The brand’s portfolio spans a diverse array of properties across urban, resort, and destination-driven markets worldwide. From the flagship Galt House Hotel in Louisville—one of the largest independent hotels in the U.S. with over 1,300 rooms—to boutique oceanfront properties in Miami Beach, converted NASA facilities near Cleveland, and landmark hotels across Europe, Asia, the Caribbean, and the Americas. Globally, the collection now includes nearly 350 hotels, with more than 100 additional properties in the pipeline.

Since surpassing 100 hotels in the U.S. in early 2026—nearly doubling its domestic portfolio in just five years—Trademark Collection continues to expand across key international destinations, reinforcing its position as the go-to choice for independent hoteliers seeking Wyndham-backed independence.

Trademark Collection by Wyndham is a fast-growing soft brand of upper-midscale and above independent hotels, launched in 2017. Designed for travelers seeking distinctive, attainable accommodations, each property retains its own unique character and identity—taking on the spirit of the place in which it is built. The brand caters to both business and leisure guests, with properties ranging from conference hotels to resort destinations.

FF&E (Furniture, Fixtures & Equipment) plays a key role in defining the Trademark Collection experience. As a soft brand, Trademark Collection does not impose rigid, one-size-fits-all design standards. Instead, FF&E selections are tailored to express each hotel's individual story and cultural context—whether that means mid-century modern furnishings in a converted NASA facility, Art Deco pieces in a Miami Beach boutique hotel, or locally inspired casegoods and textiles that reflect regional heritage. Guestroom FF&E typically includes headboards, nightstands, bed bases, seating, casegoods, lighting, drapery, and bathroom fixtures, while public spaces feature reception desks, lobby seating, dining furnishings, and decorative accents.

This flexibility allows owners to preserve their property's independent spirit while leveraging Wyndham's global distribution, marketing, and operational resources. With nearly 350 hotels globally and over 100 in the U.S., Trademark Collection has become one of the industry's fastest-growing soft brands—demonstrating that distinctive FF&E-driven design, combined with the power of a global hospitality leader, is a winning formula for independent hoteliers.