Wyndham Hotels & Resorts, a giant in the global hospitality sector, and LuxUrban Hotels, Inc., a thriving U.S. hotel operator, have announced a strategic partnership.
The move will incorporate 16 LuxUrban hotels, adding roughly 1,400 rooms, to the Trademark Collection by Wyndham brand by the end of this year.
The targeted LuxUrban hotels are scattered across several prominent U.S. cities: New York, Los Angeles, Miami, Washington, and New Orleans. While retaining their LuxUrban branding, these hotels will also gain recognition through affiliation with the Trademark brand name. The reciprocal agreement allows Wyndham to offer financial, sales, and operational support to LuxUrban, aligning with the latter’s asset-light, acquisition-driven growth strategy. The deal also sets the stage for future LuxUrban hotels to join the Trademark Collection.
The Trademark Collection by Wyndham was crafted to cater to operators like LuxUrban, revealed Chip Ohlsson, Chief Development Officer of Wyndham Hotels & Resorts. Ohlsson explained that many hotels today, particularly those in urban destinations, desire to preserve their unique charm while also benefiting from the visibility and support a well-known brand offers. The Trademark Collection successfully bridges this gap by offering independent hoteliers the resources of a world-class hotel franchisor.
LuxUrban’s ascent in the U.S. urban hotel market, owing to its unique, asset-light operating model, hasn’t gone unnoticed. Ohlsson expressed excitement at having LuxUrban join the fast-growing Trademark brand, while also envisioning long-term growth opportunities for both parties.
LuxUrban has managed to flourish since its inception in 2017 through an asset-light strategy, signing long-term leases for hotels in key city-center destinations. This approach helps LuxUrban cater to the increasing consumer demand for short-stay accommodations in prime cities, while assisting distressed urban asset owners.
The partnership with Wyndham marks a major step forward for LuxUrban, as stated by Brian Ferdinand, Chairman, and CEO of LuxUrban Hotels. He expressed gratitude towards Wyndham for its collaborative approach and confidence in LuxUrban’s operating model and execution abilities.
Wyndham Hotels & Resorts has always prioritized franchisees’ needs, delivering top-notch services and support across various sectors. Through the Wyndham Rewards program, hotels within the Wyndham portfolio gain access to a rapidly growing membership base, which accounts for nearly one out of every two U.S. check-ins.
Ferdinand is excited about the new alignment with Wyndham, believing it will provide financial, brand, and operating advantages to LuxUrban, making it an even more attractive solution for property owners looking for asset-light alternatives while retaining ownership.
