MIAMI — As the company began its 2026 convention at the JW Marriott Miami Turnberry Resort & Spa, My Place Hotels of America formally relaunched its Trend by My Place brand.
The relaunch expands the conversion-centric concept into a three-tier platform, each targeting conversions in different market segments:
- Trend Hotels — Designed for owners of modern select-service properties that serve both business and leisure travelers.
- Trend Hotels & Suites — Designed for owners of transient and extended-stay properties. These hotels combine traditional hotel accommodations with studio suites and extended-stay configurations for guests staying anywhere from one night to several months.
- Trend Inns & Suites — A conversion opportunity for owners of well-located upper-economy and midscale properties with character, accessibility and regional relevance. Built for the dependable roadside hotel, the trusted regional inn and the destination lodge.
“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,” said Ryan Rivett, president and CEO of My Place Hotels of America and The Rivett Organization, said in a statement ahead of the convention. “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, and it is the standard we will hold ourselves to as we grow this brand.”
“We are not going to beat franchisees over the head with undue expense,” Brian Quinn, chief development officer for My Place Hotels of America and The Rivett Organization, told attendees at the convention’s opening general session. Quinn joined the organization in May and is responsible for advancing unified growth across the broader enterprise. “We can have a more measured approach to this—a rational one.” That, he continued, means asking franchisees to “invest in what guests actually care about: the experience, the service, the human touch.”
Speaking to Hotel Management after the general session, Rivett said the diversity Trend will provide the franchise network and The Rivett Organization’s operational approach is “really exciting.” As a brand, My Place has been “so programmatic and so consistent” that the new hotels joining under the Trend flag—and the different objectives of existing owners—will “do nothing but strengthen our team,” he continued.
Trends and Conversions
The relaunch comes as conversion activity across the hotel industry runs at its strongest pace in years. According to Lodging Econometrics' Q2 2026 U.S. Hotel Construction Pipeline Trend Report, conversions are up 15 percent year over year, with construction starts up 14 percent. Behind those numbers is a market in transition. Owners of mature properties, weighing costly PIP requirements from legacy brands against a margin squeeze on operations, are looking for a new franchise relationship that offers a different approach. Independent operators, long accustomed to running without a brand, are recognizing the value of national distribution, loyalty programs, and business intelligence tools that no longer require ceding operational control.
Trend by My Place uses the same commercial platform behind the My Place brand, including 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. Franchisees also participate in Stay Rewarded, the loyalty program that drives more than half of revenue for participating hotels.
An introductory royalty structure applies to Trend by My Place franchises executed prior to Dec. 31.
My Place in the Rivett Organization
The first day of the 2026 convention emphasized My Place’s role as part of The Rivett Organization, and the parent company’s growth plans beyond franchising.
Through its different companies, The Rivett Organization develops, builds, owns, operates and franchises hotels, with each vertical supporting the others. A Trend franchisee who builds a hotel through Legacy Builders will work with a construction team that reports to the same leadership responsible for hotel operations.
“The different verticals surrounding My Place have been in place for basically the 50-year history of our company,” Rivett told Hotel Management. “In starting My Place, we wanted to make sure that we created a very unique and individual identity for [the brand]—not just part of The Rivett Organization.” With My Place firmly established and new models gaining ground, he said the company is ready to create a “full integration” of its businesses. “I wanted to make sure, as we were creating My Place and franchising My Place, that we didn't get into a position where we managed too many of the hotels or built too many of the hotels,” he said. This could have created a perception that success, to the company, looked like focusing on management or development. “We've moved well beyond that now. And as we are transitioning that leadership role in development from Terry [Kline] going into retirement and Brian joining the team, it was the right timing to make sure that we pulled all of that in and fully incorporated it and began to to really focus on not just My Place as the growth vehicle for our organization, but My Place as the the focal point for our different verticals, and those verticals being resources for our franchisees.”
Addressing those developers and franchise owners at the conference, Quinn openly asked them for their business going forward: “I'm asking you to keep the entire Rivett architecture front of mind as you execute your development strategy,” he said. “I'm asking you to consider Trend for that conversion waiting in your portfolio, and to dig deep and get [to] work on a new-construction My Place prototype. I'm asking you to consider bringing your new-construction renovation projects to Legacy Builders and to hire Legacy Management when you want an extended-stay expert.” Rhetorically asking why developers should trust the company, Quinn said the organization maintains the “same values” across the board, including “protecting owners' returns and exceeding guest expectations.”