We’ve talked about soft brands before, those “independent but not really” brands that let hotels keep their quirks while still paying the brand fees.😉 Think of it as joining the club without wearing the uniform.
Last time, it was Hilton’s Tapestry Collection making moves in Hawaiʻi. Now, it’s Wyndham’s turn. The Hilo Hawaiian Hotel, just joined the club and will now be called The Hilo Hawaiian Hotel, Trademark Collection by Wyndham. This is only the fourth actual hotel (not timeshare) for Wyndham in the state.
For those keeping score, Wyndham has about 13 vacation ownership properties (a.k.a. timeshares), but only these four hotels:
- Airport Honolulu Hotel, Trademark Collection by Wyndham
- Ramada Plaza by Wyndham Waikiki
- Days Inn by Wyndham Maui Oceanfront
- Hilo Hawaiian Hotel, Trademark Collection by Wyndham
The move gives the Hilo Hawaiian (managed by Castle Resorts and Hotels) a bit more firepower to hold its own against its branded neighbor, the Grand Naniloa Hotel Hilo, a DoubleTree by Hilton. With Wyndham’s loyalty program and distribution network behind it, the added visibility certainly doesn’t hurt. Rumor has it that Wyndham is looking at additional properties in Hawai’i to add to the Trademark Collection.
Also, is it just me, or are these hotel names starting to sound like pharmaceutical disclaimers?
