My Place Hotels of America has relaunched Trend by My Place, its conversion brand for independent hotel owners, with a three-tier platform. The company announced the relaunch at its 2026 convention in Miami on 22 September 2026.
The three tiers
Each tier is a conversion route for a different slice of the market. Trend Hotels covers select-service properties. Trend Hotels & Suites covers transient and extended-stay properties. Trend Inns & Suites covers upper-economy and midscale properties.
The company's own franchise page numbers the tiers as Tier 1 Trend Hotels & Suites, Tier 2 Trend Hotels and Tier 3 Trend Inns & Suites, and places the third tier among conversion candidates that operate below the upper-midscale line.
The commercial platform
Franchisees gain the My Place commercial platform: standards administration, product and program development, training and quality assurance, central reservations, systems and technology, national sales, business revenue intelligence, and marketing and design services.
Every conversion runs a single My Place technology stack. The company calls that stack non-negotiable and part of every property improvement plan. Its franchise page lists one property management system, central reservation system, customer relationship management stack and revenue management system across the portfolio.
Stay Rewarded
Trend franchisees join Stay Rewarded, the My Place loyalty programme. The relaunch announcement states the programme drives more than half of revenue for participating hotels, and that three-quarters of members book directly.
The introductory royalty
An introductory royalty structure applies to Trend by My Place franchises executed before 31 December 2026.
Rivett on the owner
Ryan Rivett, president and chief executive officer of My Place Hotels of America, said: "We built Trend for the owner who has spent years growing a property and does not want to hand it over to a brand that treats it like a template. The best franchise relationships protect what an owner has already earned and add real value. That is the standard we set for ourselves with Trend."
Quinn on the support system
Brian Quinn, chief development officer, said owner feedback shaped the offer. "When we talked to owners about what they were looking for, the through line was clear: they wanted a franchise partner that actually understood their business," he said. "We sell a support system that runs across renovation, operations, and franchise services because we do all of it ourselves."
Background
Trend by My Place first launched in June 2020. The company paused it through the Covid-19 pandemic while the senior team prioritised core operations.
The conversion market
Lodging Econometrics' Q2 2026 US Construction Pipeline Trend Report records conversion projects up 15 percent year over year in the quarter.