Soft branding takes many forms for hotel companies and owners

Eisen, David
June 2013
Hotel Management (21582122);6/3/2013, Vol. 228 Issue 7, p10
Trade Publication
The article reports on the initiative of hotel franchisors to adopt soft-branding in a changing nature of guests. It states that soft branding is an affiliation-type arrangement wherein hotel is allowed to keep its independence in name and gets purchasing power of a large branded company. Roger Bloss, president and chief executive officer (CEO) of Vantage Hospitality Group Inc., says that franchisor can take the power of the operator, the resources and cost savings to a property.


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