operationsLodging Magazine··1 min·For: Owner, GM, Revenue, Investor
Soft Branding Drives Success for Independent Hotel Owners
Independent hotel operators are increasingly turning to soft brands like Choice Hotels' Ascend Collection to gain major distribution networks, loyalty programs, and advanced tech tools without sacrificing local identity. LaTour Hotels & Resorts reports record revenues and enhanced market presence after transitioning several independent properties to soft branding.
Key Takeaways
- 1Soft brands provide independent hotels access to global distribution, revenue management tools, and loyalty programs.
- 2LaTour Hotels & Resorts achieved record revenues at properties like The Atrium Beach Resort & Spa post-affiliation.
- 3Owners maintain operational flexibility and local character while receiving renovation and operational support.
Source: Lodging Magazine
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