Articles tagged “soft brands”

Is this the beginning of a new cycle of global hotel chains buying independent hotel groups? As competition intensifies for soft brands, more of such consolidations should not surprise anyone.

"Anybody telling me you should be limiting the number of brands, I think it's bullshit," said AccorHotels CEO Sebastien Bazin at Skift Forum Europe. We wouldn't be surprised to see him expand the hotel giant's portfolio of brands to at least 40, up from today's 32.

Despite the appeal of the soft brand model, independent and boutique hotels will always be key players in the market.

The soft brand model has benefits for large hotel chains. But is it equally beneficial for independent hotel owners?

In our view, hotel owners stand to gain, as online travel agencies, brands, and disruptors like Airbnb all battle it out. Subscribe to Skift Research to learn more.

There's nothing better than a travel CEO, like Filip Boyen of Small Luxury Hotels of the World, who isn't afraid to speak his mind.

While soft brands aren’t a new phenomenon, the big hotel companies seem keener on them than ever. They may not represent a direct threat to luxury hotel collections but they increase the competition when it comes to wooing owners.

Another day, another hotel soft brand collection. So, who's next? Hilton or IHG?

Do we really need another soft brand collection? (You know the answer.) But more importantly, does Red Roof have the loyal customer base and big-enough distribution system to make it worthwhile for an independent hotel to want to join its soft brand?

Why? They make money. And they're easier to roll out than a "hard brand." (Thus, why those are "hard.")