Lead Stories

Luxury Brand Lineup Grows

New Flags Target Independent Hotels To Expand Their Portfolios

By Dennis Nessler | September 2, 2021

The luxury soft brand landscape recently got a bit larger as a pair of major brand companies, IHG and Wyndham, have both introduced new entries into the segment within the past couple of months.

IHG Hotels & Resorts made public its plans for a new luxury and lifestyle collection brand earlier this week during its quarterly earnings report. Meanwhile, in June Wyndham Hotels and Resorts launched Registry Collection Hotels as its 21st brand.

In detailing the launch of the still publicly unnamed brand, IHG CEO Keith Barr noted the company expects the collection to grow to more than 100 hotels in its first decade. Barr also emphasized that the company will be targeting “high quality independent hotels” with the soft brand.

Similarly, Wyndham’s Registry Collection Hotels will feature hand-picked hotels with “unmistakable individuality, elevated by thoughtful design and world-class service,” according to Geoff Ballotti, president and CEO of Wyndham Hotels and Resorts.

“As the hospitality industry continues to rebound, independent luxury hotel owners around the world have approached our development teams seeking sales, marketing and reservations support under a proven and established luxury brand,” said Ballotti in a statement.

He added, “The creation of Registry Collection Hotels was a natural fit, given Registry’s growing global recognition as the world’s largest luxury exchange program with over 200 high-end luxury fractional resorts and the continued successful management of that program by our partner Travel + Leisure Co. (formerly Wyndham Destinations). Registry Collection Hotels now fill an important space at the upper end of the Wyndham Hotels & Resorts portfolio, allowing us to very selectively provide support to independent hoteliers around the globe who meet the highest standards of luxury service and accommodations.”

Registry Collection Hotels debuted with the brand’s flagship resort, the exclusive 144-room, all-suite, Grand Residences Riviera Cancun.

Meanwhile, within the economy extended-stay segment Red Roof unveiled a new prototype for its HomeTowne Studios by Red Roof brand at the 2021 AAHOACON conference.

The new HomeTowne Studios (HTS) prototype features modern room design aesthetics, a cost-effective development footprint, and a layout that sets new standards for improved operational efficiency, according to Red Roof.

New furniture and fixtures in the HomeTowne Studios properties emphasize comfort and efficiency. Guests have access to storage space, a kitchenette, and a host of amenities. The new HomeTowne Studios also offers a more functional layout for public areas, with onsite offices and laundry rooms located near guestrooms, securable for after hours, according to the company.

“It is no secret that Red Roof puts guests and franchise owners first,” said George Limbert, Red Roof’s interim President in a statement. “The new HomeTowne Studios prototype is a testament to those commitments and the culmination of many hours spent listening to the needs of the franchise community and partnering with them to come up with new concepts to create unprecedented value. As we unveil the concept at AAHOACON 2021, we invite the industry to join us for a look at the future of hotel franchising—a new kind of economy extended-stay product for a new era in hospitality.”


Dennis Nessler

Dennis Nessler is Editor-in-Chief of Hotel Interactive, parent company of Hotel Community Forum. Nessler brings more than 28 years of editorial experience to his position, including some 17 years in the hospitality industry. As part of his duties, Nessler not only covers the industry editorially but moderates various high-level panel sessions at hospitality events and frequently conducts one-on-one interviews with C-level executives.

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