Articles tagged “soft brands”

Despite the appeal of the soft brand model, independent and boutique hotels will always be key players in the market.

The soft brand model has benefits for large hotel chains. But is it equally beneficial for independent hotel owners?

In our view, hotel owners stand to gain, as online travel agencies, brands, and disruptors like Airbnb all battle it out. Subscribe to Skift Research to learn more.

There's nothing better than a travel CEO, like Filip Boyen of Small Luxury Hotels of the World, who isn't afraid to speak his mind.

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.

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

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?

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

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.