My Place Hotels Relaunched Trend Franchise Brand

The company introduced a new three-tier conversion platform for independent hotel owners across the country.

Updated on Sept. 22, 2026 in Hotels

Isometric editorial illustration of three stylized, modular hotel buildings in shades of teal, oxblood, and mustard, representing a flexible business conversion system. — My Place Hotels has launched a three-tier franchise conversion platform designed to offer independent hotel owners access to commercial tools without requiring extensive renovations. AI Illustration. Upload story photo >

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My Place Hotels of America has officially relaunched its Trend by My Place brand to provide a flexible franchise option for independent properties. The system offers three specific tiers designed to allow owners to integrate their hotels without requiring extensive capital-heavy renovations.

Why it matters

This initiative aims to support independent hotel owners who want access to major brand systems like loyalty programs and revenue intelligence without facing forced, excessive standardization. By offering a conversion-focused path, the company seeks to align itself with owners who prioritize operational flexibility.

The new franchise platform features three distinct tiers: Trend Hotels, Trend Hotels & Suites, and Trend Inns & Suites. These levels provide access to central reservation systems and the Stay Rewarded loyalty program, which accounts for more than half of the revenue for participating properties.

The players

My Place Hotels of America

This hospitality company manages franchise brands and provides commercial support systems for hotel owners.

JW Marriott Miami Turnberry Resort & Spa

This resort located in Aventura, Florida, served as the site for the 2026 industry convention where the brand was relaunched.

The details

Franchisees receive full access to the My Place commercial platform, including advanced revenue intelligence and marketing tools. The model is specifically structured to offer a path to franchising that avoids the excessive capital disruption and rigid standards often found in the industry.

Q2 2026 saw a 15 percent year-over-year growth in U.S. hotel conversions.
The brand relaunch was formally announced on September 22, 2026, in Aventura, Florida.
Introductory royalty structures for new agreements expire on December 31, 2026.

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Travel Outlook

This expansion aligns with the Q2 2026 U.S. hotel conversion activity report that highlights a growing appetite for independent property transitions. It reflects a broader shift as more hotel owners seek the benefits of established commercial platforms while maintaining their existing property identity.

Travelers may see more independent properties adopt this branding, potentially providing access to the Stay Rewarded loyalty program at a wider range of locations. Loyalty members should note that 75% of program participants currently book directly, which remains the most reliable way to secure member-exclusive rates.

The takeaway

The move demonstrates a strategic shift toward lower-barrier franchise models that prioritize owner autonomy over rigid standardization. Property owners looking to scale their business can utilize this platform to gain enterprise-level resources without sacrificing the unique character of their individual hotels.