My Place Hotels relaunches conversion brand Trend

US: Extended stay hospitality company My Place Hotels of America has relaunched its conversion brand Trend by My Place with a three-tier platform for independent property owners. 

Trend by My Place was originally introduced in June 2020. As a result of the Covid-19 pandemic, the senior team prioritised core operations at the time. 

Now, the conversion brand has relaunched with three tiers, each targeting a specific segment of the market:

• Trend Hotels – for owners of select-service properties
• Trend Hotels & Suites – for owners of transient and extended stay properties 
• Trend Inns & Suites – for owners of upper economy and midscale properties 

Franchisees will gain access to the My Place commercial platform, which includes standards administration, product and program development, training and quality assurance, central reservations, systems and technology, national sales, business revenue intelligence, and marketing and design services.

Franchisees will also participate in My Place’s loyalty program, Stay Rewarded.

Ryan Rivett, president and CEO of My Place Hotels of America, said: “We built Trend for the owner who has spent years growing a property and does not want to hand it over to a brand that treats it like a template. The best franchise relationships protect what an owner has already earned and add real value. That is the standard we set for ourselves with Trend, and it is the standard we will hold ourselves to as we grow this brand.”

Brian Quinn, chief development officer for My Place Hotels of America, added: “When we talked to owners about what they were looking for, the through line was clear: they wanted a franchise partner that actually understood their business. That’s what separates Trend. Most franchisors sell marketing platforms. We sell a support system that runs across renovation, operations, and franchise services because we do all of it ourselves. Every Trend franchisee gets the benefit of that.”

Highlights:

• Extended stay franchisor My Place Hotels of America has officially relaunched its conversion brand, Trend by My Place, introducing a three-tiered platform tailored for independent hoteliers.
• Originally introduced in June 2020 before being paused during the COVID-19 pandemic, the revised brand structure comprises three distinct segments: Trend Hotels (select-service properties), Trend Hotels & Suites (transient and extended-stay assets), and Trend Inns & Suites (upper economy and midscale properties).
• Participating franchisees gain access to My Place’s proprietary commercial infrastructure, including central reservation systems, business intelligence tools, marketing support, and the Stay Rewarded loyalty program.