My Place Hotels launches new brand, Trend

The upper-midscale and upscale brand aims to convert existing properties

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My Place of America’s new Trend Hotels & Suites is meant to expand the company’s market penetration across the U.S. The new brand is designed to attract weekend leisure travelers based on owner input and current trends in travel and features specials on franchise fees to attract conversions.

MY PLACE HOTELS of America has launched its second brand, Trend Hotels & Suites, a collection of upper-midscale and upscale select-service and extended stay hotels. It is aimed at converting hotel owners who are reconsidering their current brand affiliation.

At the beginning of the year, My Place Hotels of America set a goal to expand from its all-new construction namesake brand, which now has 56 locations across 27 states. The current market has left an opening for that expansion on which Trends is aimed to capitalize, said Ryan Rivett, My Place president and CEO.

“The major brands in the hotel industry have grown more rapidly and less efficiently than ever over the past 15 years while the value of their reservations, loyalty, and brand support systems has not grown proportionately,” Rivett said. “At a time when support and guidance are needed most, but conventionally in limited stock, we truly believe Trend Hotels & Suites will set a new standard for the franchising experience.”

My Place Hotels has focused primarily on transient and business travelers, but the company said Trend will expand the company’s market penetration across the U.S. The new brand is designed to attract weekend leisure travelers based on owner input and current trends in travel.

Trend’s franchise offer includes franchise royalty fees of 5 percent of gross room revenue on franchises executed before Sept. 1 will incorporate a provision for royalties to be 0 percent for 30 days after that. It will be 2.5 percent for 60 days, then 5 percent for the remaining term of the franchise agreement. My Place will offer ongoing education initiatives for staff as they transition to the new brand.

My Place has established basic standards and qualifications for acceptance of properties opened in 2005 or later. The company’s business model offers another incentive for franchisees to join the company, said My Place vice president of business intelligence Bryan Gatzemeyer.

“By working closely with operators, our integrated resources drove a RevPAR Index change of 108.3 percent in April with a 153 percent RevPAR index chainwide,” he said.

Like many other companies, My Place has implemented new programs in the wake of the COVID-19 pandemic. In April, the company announced it would donate 5 percent of the cost of the rooms rented by participating guests to a charitable organization, First Responders Children’s Foundation, as part of its “Help Our Heroes” program.