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News to Know
Soft Brands Move into Midscale
(SOURCE: HOSPITALITY INVESTOR)
For the first 10 years of their existence, soft brands were largely an upper upscale and luxury phenomenon. But in recent years, several major hotel companies have been introducing soft brand collections in the midscale segment of the market. Due to increasing demand among both hotel owners and guests, these companies, including Accor, Best Western and Wyndham, have moved “downmarket” with their new soft brands, reflecting the growing desire for a midscale price point product offering a non-standardized collection of personality-led hotels.
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