Urban Park Hotels has launched Welcome Inns of America, a non-franchise membership brand aimed at providing independent hotel owners with a different approach to branding, marketing and operational support.
John Parkin, the founder/CEO of the brand, who is also president/CEO of Urban Park Hotels, said it is designed to offer an alternative to traditional hotel franchising. It was also created to serve cost-conscious travelers looking for affordable, comfortable accommodations.
He emphasized that the goal is to provide a more accessible option within the economy segment, contrasting with traditional hotel franchises that often come with higher costs.
“We want to focus on offering a welcoming atmosphere without the high fees typically associated with franchises,” he added.
The Welcome Inns of America logo was designed by founder John Parkin, who based it on his grandfather.
The brand operates on a low-cost membership model, rather than the percentage-based fees and requirements often associated with franchising. Hotel owners join for a two-year term and pay a fee of $1,500 and a monthly fee of $6 per room, a pricing structure designed to be more predictable and affordable compared to typical franchise costs, according to Parkin. He said that traditional franchise fees can include various charges for marketing, property improvements and mandatory renovations, which can strain the finances of independent hotel owners.
The brand’s slogan, “From sunrise to sunset, enjoy your stay,” has been incorporated into its marketing and signage, emphasizing the simplicity and approachability that the brand aims to convey.
A distinguishing feature of Welcome Inns of America is its unique logo, which features a stylized figure with outstretched arms—a symbol of welcome—and a vibrant blue color that Parkin associated with his grandfather’s formal attire. It was originally hand-drawn by Parkin in the early 2000s and inspired by his grandfather.
“When we would have company coming over to the house, he would always get dressed up,” he said of his grandfather, who he described as 5-ft. 2-in. tall and weighing 280 pounds. “He would always wear a suit and tie. It didn’t matter who it was coming over. He would say, ‘We’re having guests tonight. Everyone get dressed up.’”
Kent Comfort, CEO/president, LodgeTender, who oversees the brand’s technology strategy, highlighted a focus on providing hotel owners with flexible and easy-to-use technology solutions.
“Instead of forcing a one-size-fits-all system, we offer a variety of technology tools that can be tailored to each hotel’s needs,” he said.
This includes a cloud-based property management system, an AI-driven revenue optimization tool and a booking engine that facilitates direct reservations. Comfort noted that these tools are provided without recurring costs, which he believes sets Welcome Inns of America apart from traditional hotel franchisors, which often charge ongoing fees for technology and vendor services.
While the brand is still in the early stages of its rollout, it has begun attracting interest from independent hotel owners. According to Parkin, there are currently around 12 to 18 hotels exploring the possibility of joining the brand, many already operating in the economy sector.
For these hotel owners, the membership model offers several key benefits, including access to brand recognition, marketing support and a collection of operational resources. Parkin mentioned that members gain access to more than 1,000 operational documents covering a range of areas such as housekeeping; sales and marketing; and food and beverage.
Additionally, the brand provides a national marketing network, along with promotional campaigns and a direct booking website. Members can also participate in the VIP Discount Club, a local advertising initiative aimed at attracting more direct bookings.
According to Comfort, the technology and operational support provided by the brand are designed to make hotel management simpler and more cost-effective. The brand’s approach contrasts with traditional hotel franchises, which may impose strict brand standards and require costly property improvements.
“Franchises often have stringent rules about everything from the design of a hotel to the brands of products used,” he said. “With us, hotel owners can maintain full control over their property while still benefiting from the resources we provide.”
As the brand moves forward, Parkin and Comfort both believe there is a growing demand for affordable, flexible alternatives to traditional hotel franchises. Rising operational costs and increasing dependence on online travel agencies (OTAs) have made it more difficult for independent hotel owners to thrive under the traditional franchise model. Parkin predicted that independent hotels offering value-driven pricing and consistent quality will likely be well-positioned in the coming years.
Comfort also raised concerns about the increasing influence of AI in the hospitality sector, noting that franchise agreements may soon require hotel owners to use specific AI vendors, adding another layer of complexity and cost.
“Our model is designed to provide more flexibility and reduce the financial burden of mandatory technology,” he said.
