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Laura Powell

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The Independent Hotel’s Guide to Soft Brands

More and more travelers today, especially the younger generation, prefer independent hotels with a touch of moxie to cookie-cutter alternatives. But as more hotels declare their independence, it can be increasingly difficult to get...

Hotels Play the Name Game When Creating New Brands

After decades of focusing on the baby boomer demographic, the shift is on. Hotel companies around the world are paying keen attention to millennials—or, at the very least, their psychographic. Psychographics is the study...