There have been rumors that Planet Hollywood has been trying to open additional hotels for a number of years now – it's owner Robert Earl was supposedly in negotiations for Atlantic City properties numerous times, as an example.

Today at Wyndham Worldwide's first global brand conference, it was announced that Wyndham has licensed the Planet Hollywood name and likeness, enabling it to begin franchising hotels using the brand throughout the world.

This is a great coup for Robert Earl who will finally be able to rapidly expand its presence with almost no capital and begin collecting licensing and franchising fees. Currently the only Planet Hollywood Hotel is located in Las Vegas and it was recently purchased by Harrah's Resorts, Earl was previously a part owner in it along with Starwood Hotels & Resorts who used to operate the hotel portion of the resort.

I consider the Hard Rock & Planet Hollywood brands very similar, playing on the consumers desire to expose themselves to celebrities, Hollywood, movies, music, etc.

With that said, I'm not so convinced that there will be a very big market for the Planet Hollywood brand (similar to the Hard Rock Hotels brand really) – I can't see Planet Hollywood Hotels becoming as ubiquitous Sheraton, or Hilton – I envision them located in large areas that can sustain a resort/convention center hotel – Orlando, LA, etc. The Planet Hollywood name evokes fun, craziness and over the top/big; which may be a bit more than most people want.

It will be interesting to see how the brand comes about.

andrew@alconic-inc.com / www.passionsofazealot.com

Andrew Calvo is a Commercial Real Estate Advisor in New Jersey. I live in Tinton Falls, NJ. This blog is about my passions - primarily hotels, commercial real estate, and development, etc.

Since I have been in High School I've had numerous jobs, but the field which has always interested me is Real Estate, Hotel Development and Construction. I consider myself a zealot in that area - I try to absorb as much as I possibly can, take the experiences that I learn, or read about and use them in my life. 

Company's Official Press Release:

Wyndham Hotel Group to Franchise Planet Hollywood Hotels

Wyndham Hotel Group, part of the Wyndham Worldwide family of companies and the world's largest hotel company with nearly 7,200 hotels, today announced a license agreement with Planet Hollywood Resorts International, LLC to franchise the Planet Hollywood Hotels® brand and provide management services globally.

The Planet Hollywood brand was founded in 1989 by Robert Earl, founder and chief executive officer of Planet Hollywood International, Inc., Planet Hollywood Resorts International, LLC and chairman of the Planet Hollywood Resort & Casino in Las Vegas. Planet Hollywood capitalizes on the global appeal of movies, sports, celebrity and entertainment-based themes. Planet Hollywood International, Inc. will continue to own Planet Hollywood brand trademarks and intellectual property.

"The addition of an entertainment-based hotel offering will complement Wyndham Hotel Group's strong global portfolio by expanding its appeal to a much wider audience," said Eric Danziger, Wyndham Hotel Group president and chief executive officer. "Planet Hollywood is a world-renowned brand favored by travelers and developers who crave unique experiences, distinctive dining and outstanding service. We are especially proud to work with Robert Earl, a dynamic entrepreneur, as we look to expand the brand in key tourist hotspots around the world."

Wyndham Hotel Group will offer developers the choice of various levels of entertainment-based concepts for hotel development opportunities based on hotel or resort size and geographic location.

Commenting on the new relationship, Earl said, "We elected to work with Wyndham Hotel Group because of the company's scale and reputation as a global brand-builder, which will benefit the future of the Planet Hollywood Hotels brand. This strategy will create long-term synergies between our companies and take Planet Hollywood development opportunities to a whole new level. Most importantly, I know that our brand is in the best hands with Eric Danziger and Wyndham Hotel Group."
 
Planet Hollywood restaurants are located in top tourist destinations around the world. The company's name reflects its most widely known venture, a group of company-owned and franchised Planet Hollywood restaurants that offer patrons a chance to dine in the midst of the world's largest privately held Hollywood memorabilia collection including props from blockbuster movies and classic television shows.

Other Planet Hollywood International restaurant concepts available for development at future hotel locations include Buca di Beppo®, an authentic, family-style Italian restaurant chain known for its quirky décor and upbeat atmosphere; Earl of Sandwich® restaurants, launched by Robert Earl and the 11th Earl of Sandwich John Montagu, specializing in fresh, hot sandwiches; and Planet Dailies, a trendy, 24/7 coffee shop and meal concept.