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Articles tagged “soft brands”

Business Travel

Soft Brand Launches and the Threat to Luxury Hotel Collections

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.

Laura Powell, Skift | 5 years ago

Hotels

Best Western Launches Its Third Soft Brand Collection

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

Deanna Ting, Skift | 5 years ago

Hotels

Red Roof Joins the Soft Brand Hotel Movement

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?

Deanna Ting, Skift | 5 years ago

Hotels

Don’t Expect Hotel Companies to Stop Launching New Soft Brands Anytime Soon

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

Deanna Ting, Skift | 5 years ago

Don’t Expect Hotel Companies to Stop Launching New Soft Brands Anytime Soon

Hotels

Wyndham Launches a New Independent Lifestyle Brand: Trademark Hotel Collection

Like everyone else in hospitality, Wyndham finally has its own soft brand collection to boot.

Deanna Ting, Skift | 5 years ago

Hotels

Hilton Launches a New Brand: Tapestry Collection by Hilton

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.

Deanna Ting, Skift | 5 years ago

Announcements

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

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

Grant Martin, Skift | 6 years ago

Hotels

Hyatt Hotels Launches Its New Brand: The Unbound Collection

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.

Greg Oates, Skift | 6 years ago