Articles tagged “conversions”

In this video from Skift Asia Forum 2026, Andrew Langdon, chief development officer at Accor, explains how generational shifts and rising competition are accelerating hotel brand conversions across Asia, with mid-scale and economy properties driving most of the growth.

Conversions are giving hotel groups a faster way to expand midscale, especially in higher-cost markets where new builds are harder to justify.

The launch shows Marriott pushing deeper into midscale with a brand built for portfolio deals, not just one-off conversions.

Choice must prove its partner-led, franchise-only model can overcome a regional track record of slow builds and unrealized projects.

Radisson Hotel Group has set a target of 500 properties in India by 2030, more than double of where it stands today, but it believes it can realistically reach that goal.

IHG’s decision to debut its new soft brand outside of the Americas says a lot about its strategic thinking.

Hilton has debuted Outset Collection as a "soft brand" for independent hotel owners. "Soft brand" is hotel industry speak for "we'll let you keep your vibe."

Marriott is pivoting hard to hotel conversions across Europe as tight credit squeezes new-build economics. It has been adding conversion-friendly brands and relaxing standards for operators to be more locally relevant.

Join Skift and industry leaders for a webinar about how identity resolution is unlocking new ways to turn anonymous travel browsers into loyal bookers. Learn how brands are using data, personalization, and AI to re-engage travelers across devices — and finally close the gap between intent and conversion.

Marriott's Four Point Flex expansion marks a belated, yet decisive, push into the European midscale market, aiming to rapidly capture a growing segment.