Articles tagged “soft brands”

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Hilton Launches a New Brand: Tapestry Collection by Hilton

Hilton Launches a New Brand: Tapestry Collection by Hilton

Deanna Ting, Skift

We already knew Hilton feels it needs more brands to compete, but weaving this particular "soft brand" into the fold, for lack of a better description, feels a bit like it's more of a blanket statement kind of brand, than one with a truly carved out identity. Or one that doesn't "occupy the same swim lanes" as some of Hilton's other brands — something Hilton CEO Christopher Nassetta has been critical of, in particular, with his company's biggest rival, the 30-brand juggernaut, Marriott.

3 years ago

Skift Business Traveler: Hyatt Launches Another New Brand With Unbound Collection

Skift Business Traveler: Hyatt Launches Another New Brand With Unbound Collection

Grant Martin, Skift

Now that everyone has a soft brand we're looking forward to see what they do with them.

4 years ago

Hyatt Hotels Launches Its New Brand: The Unbound Collection

Hyatt Hotels Launches Its New Brand: The Unbound Collection

Greg Oates, Skift

Hyatt's new soft brand is being positioned as a luxury experience for the social media-savvy consumer seeking individual character and a realistic price point in their accommodations. It also provides Hyatt the opportunity to move beyond hotel lodging, which poses all kinds of potentially exciting scenarios.

4 years ago