No softening in sight for growth of soft hotel brands
Exotic locations are a distinct drawing card for consumers looking for that Instagrammable travel experience, which also has helped fuel soft-brand growth
Major hotel companies are continuing to aggressively build their collections of soft brands, ferreting out interesting and uniquely concepted properties that hold out the promise of increased value to their overall portfolios in the long term.
Key takeaways
- The sector is composed largely of independent properties in the boutique/lifestyle space that have affiliated with a hotel chain, through which they enjoy increased visibility via robust distribution, sales and marketing efforts, loyalty programs and tech and communications platforms;
- While such properties typically retain their operating identities, almost all take on some brand descriptor and corporate pedigree tag, which brings benefits in terms of buying power and cost control.
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