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Unique Advantage: Soft Brands Positioned to Recovery Quickly

One week ahead of the long-awaited Memorial Day weekend, U.S. soft brand hotels reached the 50 percent occupancy mark for the first time since...
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Pre-COVID Performance of Soft-Branded Hotels

Before the COVID-19 pandemic devastated hotel performance trends across all property types, soft brands were continuing to deliver hardline results at a pace that...
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Are Full-Service Hotels a Thing of the Past?

Full-service hotels have long been a model of high performance, outperforming the rest of the U.S. hotel industry in nearly every conceivable benchmark for...
Soft Brands in Hotel Industry

Soft Brands Continue to Permeate the Hotel Industry

To serve up some history, soft brands—also known as hotel collections—first appeared in the mid-2000s with a strong presence from both Choice Hotels and...
Overall Performance

How Soft Brands Stack Up

The number of soft-branded hotels has risen dramatically over the last decade, growing from just two brands and 22 properties in 2010 to 12...
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