My Place Hotels relaunches conversion-friendly Trend brand
My Place Hotels of America relaunched its Trend by My Place brand at its 2026 convention in Miami, introducing a three-tier platform that gives independent hotel owners and conversion candidates a path into a national franchise system without heavy capital requirements. The tiers include Trend Hotels for modern select-service properties, Trend Hotels & Suites for transient and extended stay properties, and Trend Inns & Suites for well-located upper economy and midscale properties. Franchisees gain access to My Place's central reservations, systems and technology, and national sales platform. The brand originally launched in June 2020 but was sidelined during the pandemic.
Impact and considerations
Conversion activity is at its strongest pace in years, with Lodging Econometrics reporting U.S. conversion projects up 15% year over year in Q2 2026. My Place is entering the conversion space with a pitch of low capital disruption and minimal forced standardization, competing with recently launched conversion-friendly…
Key points
- My Place Hotels of America relaunched Trend by My Place at its 2026 convention in Miami with a three-tier platform.
- The tiers are Trend Hotels (modern select-service), Trend Hotels & Suites (transient and extended stay), and Trend Inns & Suites (well-located upper economy and midscale).
- The company says the brand lets independent owners join a national franchise system without heavy capital requirements, avoiding excessive capital disruption and forced standardization.
- Trend franchisees gain access to the My Place commercial platform, including central reservations, systems and technology, and national sales.
- Trend originally launched in June 2020 but was sidelined during the pandemic; the revival marks the next phase of a broader growth strategy for The Rivett Organization.
- Lodging Econometrics' Q2 2026 U.S. Construction Pipeline Trend Report shows conversion projects up 15% year over year.
- Hilton launched the college-town brand Undergraduate in June, and IHG debuted the upscale Noted Collection earlier this year, both conversion-friendly brands.
Sources and time
- Primary source
- Hotel Dive
- Other sources
- 0
- First source publication
- 24 Sept 2026, 08:00
- Page published
- 24 Sept 2026, 22:10
- Last updated
- 24 Sept 2026, 08:00
- Original links
- Hotel Dive Feed：My Place Hotels relaunches conversion-friendly Trend brand (opens in a new tab)Primary source · en · Published 24 Sept 2026, 08:00