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The trend of independent hotels—particularly historic hotels or ones with a localized feel—partnering up with a brand has intensified over the past few years. Choice Hotels International’s Ascend Collection and Marriott International’s Autograph Collection are two prime examples.
“It is a growing trend; there are more and more hotels not content with being in just two places—branded or independent…Owners are thinking, ‘We need a little bit of help but don’t want to be chained. We want to have our own character but want to plug into systems.’ I think this is definitely going to continue.”