My Place Hotels Relaunches Trend Conversion Brand

My Place Hotels of America has formally relaunched Trend by My Place as a three-tier conversion platform designed to bring independent and existing hotel properties into a national franchise network without heavy capital disruption [[1], [2]]. Revealed at the company's 2026 convention in Florida, the program targets upper-economy, midscale, extended-stay, and select-service properties while offering an introductory royalty incentive through December 31, 2026 [[1], [2]].

Where and why did My Place Hotels announce the Trend relaunch?

My Place Hotels of America unveiled the revamped brand during its 2026 convention, which took place at the JW Marriott Miami Turnberry Resort & Spa in Aventura, Florida [2]. As Hotel Business reported, the relaunch was first revealed in the cover story of the publication's July issue [2].

Leadership structured the program to address long-standing friction between independent operators and major franchisors [[1], [2]]. Ryan Rivett, president and CEO of My Place Hotels of America and The Rivett Organization, stated that the brand was built for owners who spent years building their business and do not want a franchisor to treat the asset like a template [1]. According to Lodging Magazine, the program aims to give conversion candidates access to national scale while maintaining operational practicality and owner flexibility [1].

How are the three tiers structured for conversion candidates?

The Trend by My Place platform divides conversion opportunities into three clear classifications based on property profile, length of stay, and location attributes [[1], [2]].

The first tier is Trend Hotels [[1], [2]]. Sources present a slight difference in its target positioning: Lodging Magazine reported the tier targets modern select-service properties, whereas Hotel Business described it as aimed at modern upscale assets [[1], [2]]. Both trade outlets agreed that the tier serves business and leisure travelers and aims to deliver operational practicality [[1], [2]].

The second tier, Trend Hotels & Suites, focuses on transient and extended-stay properties [[1], [2]]. It blends traditional guestrooms with studio suites and extended-stay layouts, accommodating visits ranging from a single night to several months [[1], [2]].

The third tier, Trend Inns & Suites, addresses upper-economy and midscale properties [[1], [2]]. It serves roadside hotels, regional inns, and destination lodges that possess local character, strong accessibility, and regional relevance [[1], [2]].

What central operational support do Trend franchisees receive?

Franchisees joining Trend gain access to the complete My Place commercial and operational apparatus [[1], [2]]. According to Hotel Business, this integration eliminates the forced standardization common among legacy conversion flags while providing corporate infrastructure [2].

The shared platform includes central reservations, systems and technology, national sales, business revenue intelligence, and dedicated marketing and design services [[1], [2]]. In addition, My Place provides product and program development, standards administration, and ongoing training and quality assurance [[1], [2]].

Brian Quinn, chief development officer for My Place Hotels of America and The Rivett Organization, emphasized that the franchisor differs from competitors by managing active renovation, operations, and franchise services internally rather than solely acting as a distribution channel [[1], [2]].

How much revenue does the Stay Rewarded loyalty program drive?

Trend franchisees immediately enter Stay Rewarded, the proprietary loyalty program operated by My Place Hotels of America [[1], [2]]. According to company performance figures published by Lodging Magazine, the loyalty program drives more than half of room revenue for participating properties [1].

Direct distribution forms another core benefit of the system [[1], [2]]. Three-quarters of Stay Rewarded members book their stays directly with the brand, lowering third-party intermediary acquisition costs for property owners [[1], [2]]. To accelerate adoption, My Place is applying an introductory royalty fee structure for all franchise agreements executed before December 31, 2026 [[1], [2]].

What pipeline trends are driving conversions across the lodging market?

The Trend relaunch occurs during a period of record property conversions across the United States [2]. As Hotel Business reported, data from Lodging Econometrics' Q2 2026 U.S. Hotel Construction Pipeline Trend Report shows hotel conversions rose 15% year over year [2].

New construction starts simultaneously expanded by 14% year over year, according to the same Lodging Econometrics data [2]. The broader market shift toward conversion platforms highlights asset owners' desire to align with national distribution channels without enduring prolonged construction cycles or excessive capital outlays [2].