Who Launches a Brand in the Worst Year Ever for Hotels?

It may be a bizarre time to launch a new hotel brand. But it’s also never too soon to start looking for opportunities, according to the My Place Hotels of America executive team. My Place just launched Trend Hotels & Suites, a new collection of extended stay and upper-midscale and upscale hotels, earlier this month. It might seem like an awful time to introduce a hotel brand in the U.S., with industry groups like the American Hotel & Lodging Association saying the coronavirus pandemic will make 2020 the worst year for hoteliers in recorded history. But the Trend Hotels & Suites parent company expects the brand, a conversion opportunity for independent hotel owners or those operating with a competing flag, to throttle forward in the current economic climate. “As we were evaluating what might change in the future for us and what we’ve developed as resources and infrastructure over the last few years from My Place, I think we had the confidence to see a pandemic, a global economic crisis, and all the other things you could characterize our