Articles tagged “soft brands”

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

For football icon Lionel Messi, the partnership allows his hotel brand to scale without the burden of direct management. For Meliá, there's a potential to turn athlete branding into long-term global growth.

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."

Wyndham is wooing indie hotel owners who take extra pride in creating memorable stays within budget constraints. The franchisor will let them join its system by paying only a flat fee instead of the customary percentage of revenue.

Marriott isn’t just adding cabins and glamping. The hotel giant believes that turning a patchwork of non-hotel offerings into a structured platform and brand will deepen guest loyalty.

Many hoteliers seek a middle way between the straitjacket of chain conformity and the hardships of being operationally independent. Mayfield, a new brand from the creators of Magnuson Hotels, aims for a fix.

Accor gets just 5% of its revenue from the U.S. and it wants more. We may see more European and Asian hospitality brands doing deals to gain a presence in Vegas.

The Bangkok-based company is betting on diversification across price segments, from luxury to budget accommodations, including its first foray into the fast-growing soft-brand category.

Hyatt's latest soft brand will enable independent hotels to join the group's loyalty program and get access to its booking system while keeping their local character.

One of Hyatt's many business models is to take indie luxury hotels that pride themselves on being boutique-y, providing them the benefits of Hyatt (distribution! marketing! operational support!) and then downplaying any sign of corporate involvement in the eyes of guests. So far, it's working.