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Franchise Update June 3, 2020

My Place Hotels of America makes the first move to expand brand options for hoteliers

The Franchise Company Introduces Trend Hotels & Suites, a Collection of Upper Midscale and Upscale Select-Service and Extended Stay Hotels

ABERDEEN, SD (June 3, 2020)-My Place Hotels of America revealed its newest franchise offering, Trend Hotels & Suites, a collection of upper-midscale and upscale select-service and extended stay hotels today. This is the second brand to come from the parent organization of My Place Hotels, an all-new construction extended stay chain with 56 locations across 27 states.

Inspired by the actual needs of today’s hoteliers, Trend welcomes unique select-service and all-suite hotels to lower their relevant franchising costs while building upon the success of its predecessor. With a steady aim to efficiently convert and support stabilized hotel assets, Trend will primarily lend itself to hoteliers who are currently reassessing their franchise affiliation in search of a more balanced relationship of support and contribution.

Having prepared to scale its namesake brand, My Place Hotels of America entered 2020 with its ongoing mission to expand a comprehensive resource and support structure. While the total U.S. Hotel Industry experiences unprecedented declines in demand and ongoing uncertainty, My Place Hotels performance further proves the model’s effectiveness, according to Bryan Gatzmeyer, My Place Hotels VP of Business Intelligence.

“Built to offer a premium guest experience at a reasonable price in tandem with a well-balanced risk/return proposition for ownership throughout each phase of the economic cycle, My Place Hotels has proven that our model outperforms its respective competition,” he said. “By working closely with operators, our integrated resources drove a RevPAR Index change of 108.3% in April with a 153% RevPAR index chain-wide.”

While Trend is designed to welcome a variety of participants spanning diverse market and demographic profiles, the franchise company has established basic standards and qualifications for high-quality and well-operated properties opened in 2005 or later.

“The major brands in the hotel industry have grown more rapidly and less efficiently than ever over the past 15 years while the value of their reservations, loyalty, and brand support systems has not grown proportionately," said Ryan Rivett, My Place Hotels president/CEO. "At a time when support and guidance are needed most, but conventionally in limited stock, we truly believe Trend Hotels & Suites will set a new standard for the franchising experience.”

While My Place Hotels has long satisfied the needs of transient and business travelers, Trend’s offering will greatly expand the company’s market penetration across America.

Fit for the weekend traveler, the local football team, or even the thrill-seeker looking for a comfortable place to stay for the night, Trend’s guests can expect a quality lodging experience like no other. Cultivated by an owner’s perspective while paying close attention to the evolving needs of today’s travelers, Trend will set a new precedent for the future of lodging.

“I can’t think of a better time than now to leverage the incredible support structure we have developed and maintained over the years at My Place Hotels of America," said Ron Rivett, Chairman of My Place Hotels of America. "With the launch of Trend Hotels & Suites, we now have the opportunity to provide great value for the many more hoteliers and travelers across our country. Trend will not only stand out for its heritage in relation to our brand, but it will stand out for the way it supports its owners, operators, and guests.”

With an immense collection of resources developed by the My Place parent organization, Trend’s development plugs directly into this collection to provide immense support and guidance for its franchisees making for efficient conversions and operational satisfaction in migration to Trend.

“My Place Hotels of America has long stood out with our unmatchable spirit for supporting our franchisees, hotel operators, guests, and each other. While other major brands continue to further distance the relationships they have with their franchisees and operators, we remain motivated to continue strengthening these relationships in new, impactful ways," said Terry Kline, EVP of Franchise Sales. "The launch of Trend perfectly complements this motivation and gives us further opportunities to spread the incredible wealth of expertise and passion its support network possesses.”

Key Elements to Trend’s Franchise offer include:

  • 5% Franchise Royalty Fee (gross room revenue)
  • Franchises executed prior to 9/1/2020 will incorporate a provision for royalties to be 0% for 30 days, 2.5% for days 31-90, 4% for days 91-180 and 5% for day 181 and thereafter for the remaining of the term.
  • Immediate deployment of resources and departments from the My Place Hotels of America upon signing.
  • My Place Hotels of America will tailor the Trend training experience for teams in transition to the brand while supporting further staff development through ongoing education initiatives.

To learn more about Franchising with Trend Hotels & Suites, please visit myplacehotels.com/franchising.

About Trend Hotels & Suites

Trend Hotels & Suites by My Place Hotels of America is a newly launched brand offering a collection of unique hotel assets that leverage the core principles that formed its parent organization. Inspired by the actual needs of hoteliers, Trend Hotels & Suites are incorporated into a franchise system for the purpose of providing collective intelligence, support, strength, and value to each individual hotelier.

About My Place Hotels of America

My Place Hotels of America is a franchise company that focuses on providing a clean and comfortable facility, with modern amenities, and great customer service, all at an affordable price. The company is based out of Aberdeen, S.D. The company offers two branded hotel options to franchisees. The brand currently has 56 My Place Hotels open across 27 states with over 120 hotels in the pipeline. For more information on franchising with My Place Hotels of America, please visit myplacehotels.com/franchising or contact Terry Kline at (605) 725-5685.