THE BENEFITS OF SOFT BRANDS

These days, soft brands are expanding across segment scales – a major bonus for today’s hotel developers who want to take advantage of this opportunity to grow their geographic maps and profits.

Hotel companies recognize that independent properties wish to keep their unique identity, so many brands have started to look at launching a soft brand collection at nearly every chain scale level – upper economy, midscale, upper-midscale, etc. – wherein hotels can be part of the brand, yet still maintain their unique, independent look and feel. Here are the top five reasons why independent hotels at most tiers should consider connecting with a big-chain soft brand.

Independent hotels want every operational, management and marketing decision they make to support their property’s individuality.

Partnering with a soft brand means hotels continue to celebrate their unique character, while they embrace the opportunities of uniting with a global powerhouse brand. They share in all the services a powerful brand provides, without having to follow the sometimes stringent standards. Often, minimal big-name branding is required, and a Property Improvement Plan (PIP) is not compulsory.

To determine the right soft brand fit, examine a market’s supply and demand for economy, midscale, upper-midscale and luxury products. Align with a brand that has a wealth of segment choices and shares your commitment to delivering a curated guest experience that celebrates regional flavor and style.