Identify a hotel that operates under its own identity but is owned by a parent company?

A soft brand is a hotel that maintains its unique identity while being affiliated with a larger parent company. This allows the hotel to market itself under its own name and style, while still benefiting from the resources and support provided by the parent company, such as marketing, distribution channels, and loyalty programs.

This model is advantageous for hotels that want to preserve their individual character and appeal to specific markets but also desire the backing of a strong brand recognition and the operational advantages that come with being part of a larger organization. The combined benefit of autonomy and brand affiliation helps attract a diverse customer base that appreciates both the distinctive qualities of the hotel and the perceived reliability associated with its parent brand.

In contrast, independent hotels operate completely on their own without any affiliation to larger brands, while franchises involve a hotel operating under the brand name of a larger corporate entity but with less autonomy regarding identity. Parent company hotels imply a more direct ownership and operation model without the separate identity aspect.