Mayfield, a new soft-brand collection of independent midscale hotels in the U.S. and UK, is launching this September, offering hotel owners what it calls “a model that combines operational freedom with the support, systems and scale of a modern platform.” The initiative is designed for hotels that want flexibility absent high fees and rigid franchise mandates.
The collection will initially feature 100 independent hotels, focusing on providing owners and travellers connection, fairness and flexibility. Mayfield is founded by Tom and Melissa Magnuson, who founded Magnuson Hotels. The former stepped down as CEO in 2023.
“The choice for hotel owners today is an impossible one; go it alone as an independent or sign an unsustainable, one-sided franchise deal with strict operating procedures, excessive fees, inflexible long-term contracts, expensive centralized procurement and outdated systems and technology. In a globalized world, it can be hard for locally owned hotels to compete with the big chains. Many have traded their own identities for a franchise model, eroding their sense of pride in the business,” a company statement said.
Mayfield provides operational freedom, does not enforce rules or mandates, and allows hoteliers to retain control of how they run their properties, the release said. “The model includes no excessive fees, no forced renovations and no rigid brand rules. The platform also supports profitability through technology that unites front desk PMS, self-check-in kiosks, internal payment processing, F&B outlet connectivity, and housekeeping labour management. AI pricing scans competitor rates according to supply, demand, weather, and events, automatically updating rates across all online booking platforms.”
The platform’s marketing and distribution capabilities extend to 650,000 corporate travel agents, key online channels, Expedia, Booking.com and Google. Mayfield will also target local and essential business travel segments, including regional construction, energy, and medical workers, alongside global markets. The midscale tier is a largely untapped and underserved audience poised for growth amid rising travel costs and evolving business travel patterns.
“We are launching Mayfield as a path to fairness that unites the interests of independent hotel owners, local communities, and the daily travellers who make our world go round. Mayfield aims to support local businesses and the community – an alternative to franchisors that extract value from small towns and communities. Mayfield celebrates the uniqueness of hotels and urges owners to buy supplies and goods locally, in contrast to franchisors who requires central purchasing at inflated costs,” said Tom Magnuson said.
“With a history of hotel ownership ourselves, we understand the challenges faced by hotel owners. Mayfield will provide the best of both worlds – the freedom and flexibility to operate independently, combined with the strength of a global support network.  Our mission is to empower hotels to showcase their individual character, charm, and features—without forced upgrades or cookie-cutter branding. We’re dedicated to supporting hotel owners who want to grow their business on their own terms, create jobs, and contribute to their local communities,” said Melissa Magnuson.