The Upper Midscale Hotel Brand Designed to Perform

There are currently 893 La Quinta by Wyndham franchised hotels in the United States, Canada, and Latin America, with 864 of those located in the U.S.

There are also more than 80 dual-brand hotels in the pipeline that combine the convenience and brand awareness of La Quinta with the comfort and extended-stay amenities of Hawthorn by Wyndham. Learn more about La Quinta-Hawthorn dual-brand franchise opportunities.

When you franchise or develop a La Quinta property, your hotel will proudly offer these amenities and more:

• Spacious rooms with work stations
• Great room with communal and private spaces
• Sundry shop
• Fitness center
• Pool

The typical franchised La Quinta hotel features 70 to 150 rooms, or more.

The initial La Quinta franchise cost is $55,000 or $550 per room, whichever is greater. The royalty fee ranges from 5.5–6% of gross room revenue (GRR), and the marketing/reservation fee is 3.5% of GRR.¹

For a full breakdown of fees, reference the latest La Quinta Franchise Disclosure Document (FDD).

Hotel owners choose La Quinta for its brand recognition, consumer trust, and consistency—for guests and owners alike. In fact, La Quinta by Wyndham was named to USA Today’s Most Trusted Brands of 2026.

With a modern, efficient prototype, La Quinta hotels are designed to be comfortable and convenient for guests and drive revenue for owners. La Quinta’s focus on only new constructions and high-quality conversions helps maintain the brand’s strong reputation.

As a sought-after upper midscale brand, La Quinta can also help keep occupancy rates up year-round, including driving mid-week business travel bookings.

Since it’s such a recognized hotel brand, the best locations for a La Quinta conversion or new construction include a variety of market types:

• High-density suburban areas near stadiums and event venues
• Major airport and transit hubs, especially for corporate travel
• Secondary regional markets with high corporate or leisure demand, especially near drive-to destinations

La Quinta by Wyndham primarily serves business and leisure travelers within the upper-midscale segment, which also makes it the perfect brand for the growing bleisure segment. In fact, Navan and Skift report that, on average, business travelers looking for leisure extend their trips by 2–3 nights.

La Quinta’s business travelers are typically professionals looking for a dependable, select-service stay with functional in-room amenities, everyday conveniences like fitness centers, and easy access to nearby commercial hubs.

Leisure travelers are likely families taking vacations or road trips and everyday travelers looking for accommodations they can trust. This means comfortable, affordable, and reliable rooms with extra perks like free breakfast, a pool, and even pet-friendly options.

For hotel owners considering a conversion to the La Quinta brand, Wyndham Hotels & Resorts is there every step of the way.

First, we’ll help make sure La Quinta is the right brand for your hotel based on your market and business goals. Then, our Architecture, Design, and Construction (AD&C) team takes a personalized approach to plan any necessary renovations and implement our design package in a way that optimizes your return on investment (ROI). Every decision should add value for you and your guests.

As you get ready to open as a La Quinta, our Hotel Integration team makes the process as smooth as possible to help you simplify operations and nail down your competitive positioning. Once your hotel is open, Wyndham continues to provide ongoing support for marketing, revenue management, and operational efficiency—to drive direct revenue, reduce costs, and maximize profits.

Learn more about why and how to convert your existing hotel to a Wyndham brand like La Quinta.

Wyndham Hotels & Resorts breaks down the new construction process into three main steps, whether you’re building a new La Quinta or a hotel under one of our trusted brands:

1. Choose and plan. First, we help you pick the right Wyndham brand for your goals and market. Then, we sign an agreement and kick off your project.
2. Build and launch. Our highly skilled AD&C team takes the lead to help you launch your new hotel on time and on budget—including interior design and brand compliance reviews at every phase.
3. Open and thrive. Once your hotel is open, we provide ongoing support for staff training, operations, and marketing to promote long-term success. This includes Wyndham Rewards, our award-winning loyalty program that helps drive occupancy and repeat bookings with more than 126 million enrolled members.

Learn more about building a new hotel with Wyndham Hotels & Resorts. You can also view the La Quinta prototype and the La Quinta-Hawthorn dual-brand prototype.

The ROI of building a new La Quinta by Wyndham hotel depends on factors like your local market, operational efficiency, and hotel performance. Fortunately, the La Quinta brand is well-suited to help make the most of high-traffic markets, streamline your everyday operations, and drive direct revenue.

A modern, efficient prototype design optimizes rentable square footage, and Wyndham Hotels & Resorts offers a powerful marketing engine to boost occupancy rates—including the award-winning Wyndham Rewards loyalty program.

Wyndham Hotels & Resorts helps drive guests to La Quinta hotels in a variety of ways, including:

• Direct brand visibility on the Wyndham consumer website
• Centralized booking management platform and call center systems
• Wyndham Rewards program, which helps promote La Quinta to 126 million+ members through points earning and redemptions
• Co-branded credit cards with accelerated earning and bonus nights available at La Quinta by Wyndham hotels
• Award-winning, omni-channel marketing campaigns to boost awareness of Wyndham’s vast brand portfolio, including La Quinta, and drive direct bookings
• Strategic partnerships with large enterprises, plus local small and midsize businesses, to source corporate travel

La Quinta by Wyndham is a leading upper midscale hotel franchise for owners and developers seeking a nationally recognized brand with strong performance, broad distribution, and flexible development opportunities. The brand delivers a 100% RevPAR Index and 88% total central contribution, supported by Wyndham’s global sales, marketing and distribution capabilities, and the Wyndham Rewards loyalty program.

La Quinta is well suited for both new hotel development and high-quality hotel conversions, with a large U.S. footprint and a growing international presence.

The brand also has strong consumer recognition. In 2026, La Quinta by Wyndham was named a USA TODAY Most Trusted Brand, reinforcing the awareness and trust hotel owners can leverage when developing or converting a property.

The main benefits of owning an upper midscale hotel like a La Quinta include:

• Consistent occupancy rates driven by brand recognition
• More mid-week bookings from business travelers seeking upper midscale brands
• Repeat bookings through a hotel loyalty program like Wyndham Rewards
• Operational support via established Wyndham Hotels & Resorts systems
• Easier access to financing for properties backed by a known brand

Of course, owning a franchised hotel also comes with:

• Franchise cost, royalties, and marketing contributions. La Quinta fees include initial fees of $550/room or $55,000 (whichever is greater), 5.5–6% of GRR for royalties, and 3.5% of GRR for marketing/reservations
• Some restrictions on hotel design, rate structure, and operations
• Occasional renovation and update requirements to meet brand standards

Simply put, Wyndham Hotels & Resorts puts owners like you at the center of everything we do, with:

• Our award-winning Wyndham Rewards loyalty program to help keep occupancy rates up
• Heavily negotiated rates with an average savings of 20% off OTAs2
• High-impact revenue driving services and support to optimize hotel performance
• Next-gen technology to simplify owner operations and enhance the guest experience

Wyndham Rewards has been named the #1 Best Hotel Loyalty Program by USA Today’s 10BEST Readers’ Choice Awards for nine consecutive years and drives over 50% of stays in the U.S.³

For franchisees, this means you not only get the support of one of the world’s largest hotel franchisors in Wyndham Hotels & Resorts⁴—you also get the power of the world’s most generous hotel loyalty program.