Wyndham's Latest Deal Signals Importance of Boutique Hotel Brands During Pandemic Recovery
Seven hotels owned by Mississippi-based The Thrash Group, including its five-hotel Origin Hotel Collection, are taking on Wyndham brand affiliation, the company announced this week. But the hotels will largely maintain their current boutique feel and name with the exception of adding “A Wyndham Hotel” at the end — essentially becoming what the industry calls a soft brand. The portfolio growth also further accelerates Wyndham’s push into the lifestyle hotel sector, where individual properties make as much as half their revenue from food and beverage offerings — an increasingly compe...
Source: skift.com