Articles tagged “soft brands”

Accor isn't the first large hotel company to let members of its loyalty program book independently designed lifestyle hotels. But it is the first to move the concept downscale in rate and amenities. Can it democratize access to quirky hotels worldwide?

Yes, it’s easy to scoff at Accor launching yet another brand. But inking deals with independent luxury hotel owners requires a collection the Paris-based hotel company didn’t readily have in its line-up of more than 40 brands.

All the major hotel companies see upside in pushing into the high-end sector. IHG zeroing in on independent luxury hotels is a smart strategy to rack up rooms growth against the competition beyond the tough-to-crack luxury markets in the U.S. and China.

Skift has long speculated that online travel agencies might launch soft brands, and now Kayak is attempting to do so during a dire moment for the hotel industry. Whether independent hotels would see any value in using a software package through the Kayak app is a wide open question.

As the hospitality industry pushes ahead on the road to recovery, Hilton remains optimistic about the future, supported by a resilient business model and a strong commercial engine. Continued conversion signings, new development, and extended stay brands are contributing to the expansion of its one million room portfolio.

Voco is yet another branded opportunity for independent hoteliers looking for increased distribution, but IHG has to find ways to make the brand stand out in the crowded upscale, lifestyle hotel space.

Independent hotels are well-positioned to capitalize on a growing consumer appetite for experiential destinations and one-of-a-kind moments. Enduring soft brands like Preferred Hotels & Resorts are now taking advantage of this shift by tapping their 50-plus years of experience delivering for consumers while boosting revenues and lowering costs for hotel owners.

BWH Hotel Group? That's Best Western's new corporate identity, the first change in decades and one that is designed to build its new image as a chain that can offer everything from mid-market to luxury.

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.