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Preferred Hotels & Resorts’ Long-term Perspective on Soft Brands

Preferred Hotels & Resorts’ Long-term Perspective on Soft Brands

Preferred Hotels & Resorts has been in the independent hotel collection market for half a century. Currently, the company’s upper-upscale and luxury portfolio encompasses five collections—Legend, LVX, Lifestyle, Connect, and Preferred Residences. Today, these five collections are facing a wealth ...

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Independently Minded: The Power of Soft Brands

Independently Minded: The Power of Soft Brands

So far in 2017, two major hotel chains have announced the addition of a new soft brand to their brand portfolios. In January, Hilton’s Tapestry Collection joined the chain’s Curio Collection, and in June, Wyndham announced the launch of the ...

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Living in a Brand-Powered World

Living in a Brand-Powered World

Today, there seem to be more and more independent hotels with their own distinctive personalities. But success is not a given for these independent hotels. Many of them are aligning with major hotel companies and becoming part of a “soft ...

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