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.
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