What are soft brands in the hotel industry?

In the hotel industry, soft brands refer specifically to independent hotels that operate under the umbrella of a larger parent company's branding. This model allows these hotels to maintain their unique identity and charm while benefiting from the marketing power, distribution channels, and operational support of the parent company.

By being associated with a well-known brand, soft-branded hotels gain access to a loyal customer base and brand recognition, which can lead to increased bookings and revenue. They are often able to leverage the brand's global presence while still retaining their individuality, making them appealing to guests seeking a unique experience without sacrificing the reliability typically associated with branded hotels.

Identifying soft brands is important for understanding the evolving nature of hotel branding, especially as travelers increasingly seek authentic and personalized experiences, distinct from traditional chain hotels.