Articles tagged “soft brands”

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

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.

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

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.