A Different Kind of Branding for Hoteliers…
In the following article Rosemary Rowen, of Pinnacle Advisory Group in Boston, discusses the benefits of a different kind of branding called “soft-branding” that is somewhere between branded and independent. Some examples she provides are as follows:
“Preferred Hotel Group, Leading Hotels of the World, and Small Luxury Hotels of the World offer alliances for hotels to maintain their individuality while at the same time leveraging the services of a brand. Traditional hotel brands, including major hotel chains, have also become players by launching their own soft brands. Examples include Choice’s Ascend Collection, described by the brand as ” a network of historic, boutique and unique hotels that offer guests an authentic, local experience”, which began in 2008 and now has 118 properties throughout the United States, Canada, Europe, Central America, Australia and the Caribbean. ”
Interested in learning more…. To Brand Or Not to Brand… Or Something In Between? By Rosemary Rowen