July 12, 2017 | Publications

The Emergence of Soft-Branded Hotels

Modern-day travelers—no matter their age, gender, or respective demographic—seek hotel experiences where they can eat, drink, socialize and be entrenched in the local culture.

As a result, soft-branded hotels are gaining popularity in the hospitality marketplace, especially in unique neighborhoods such as Brooklyn, New York, Portland, Maine, and other trendy cities where standard chain hotels don’t fit the bill.

For hoteliers, soft-branded hotels allow for design flexibility and local customization that meet the evolving needs of today’s guests. They also provide the financial backing and big brand support that offers them more stability, better financing opportunities and less risk

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